What’s going on with Burger King in China?

Burger King has branches in Beijing, Tianjin, Shanghai, Nanjing, Xi'an, Guangzhou, Shenzhen, Hangzhou, Xiamen, and Quanzhou in China. Today, Burger King has nearly 50 branches in mainland China. Burger King, the world's second largest catering company, opened its first store in China in Shanghai in June 2005. The store is located on Nanjing West Road, Jing'an District, Shanghai. Brennaman, Chairman and CEO of Burger King, said frankly that not entering the Chinese catering market in the past few years was a strategic mistake of the company, but even if it is 10 or 20 years late, Burger King will still come. In fact, as early as around 2003, Burger King had intended to enter China. They commissioned an international consulting company to conduct preliminary research on the Chinese market. Burger King got closer to China after Brennaman joined in August 2004. The former CEO of Continental Airlines and head of consulting firm PricewaterhouseCoopers set his sights on China when he took office. In his concept, "The Chinese market is huge and changing with each passing day. We regard this as a very important market." After being prepared, Brennaman chose to land in China from Shanghai. Half a year ago, Burger King Shanghai Catering Co., Ltd. was established, which is a wholly-owned company of Burger King Group in China. Since then, Burger King's entry into China has substantially accelerated. On June 27, its first Chinese restaurant officially opened its doors. Burger King's first restaurant in China is small, divided into upper and lower floors, and the interior decoration is not much different from other fast food restaurants. What makes customers feel fresh is its food. In addition to Burger King's signature Whopper sandwiches, French fries and onion rings, customers can also taste products that incorporate various Chinese elements, such as the Whopper spicy sandwich with Sichuan spicy sauce, spicy chicken drumstick burgers, and tender grilled chicken burgers. Chicken drumsticks and Chinese-style spicy chicken wings. "These products are specially launched by Burger King for the Chinese market." De Schutter said that during the early market research, Burger King changed the menu again and again, and many products were tailor-made for Chinese customers. According to Brennaman, these localized products account for more than 50% of Burger King's total food. "Localization" is the core concept of Burger King's business in China. In addition to products that are close to the tastes of Chinese customers, Burger King is also intentionally integrating into China in terms of raw material supply, logistics system and management team. “Our employees are all hired locally,” Deschutes said, pointing to the busy employees in the store. On the path to expanding into the Chinese market, Burger King is also determined to go beyond Chinese characteristics and allow more Chinese investors to help it expand its territory. Compared to McDonald's and KFC, which cautiously launched franchises many years after entering China, Burger King seems unwilling to wait too long. Brennaman revealed that Burger King will open about 10 directly operated restaurants in China within the year, and will then use franchising to accelerate expansion. For Burger King, which has just entered China, it is still unknown whether it can replicate its success abroad. However, Brennaman is very confident. He said that China's catering market is still in its infancy, and we will only enter this market when we are sure of profitability. Burger King takeout is operated by Kuaikuai Rabbit Food Delivery.

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