Burger King has branches in China, including Beijing, Tianjin, Shanghai, Nanjing, Xi 'an, Guangzhou, Shenzhen, Hangzhou, Xiamen and Quanzhou. Today, Burger King has nearly 5 branches in Chinese mainland. Burger King, the second largest catering company in the world, opened its first store in China in June 25 in Shanghai, located at Nanjing West Road, Jing 'an District, Shanghai. Brenner Mantanchen, Chairman and CEO of Burger King Board of Directors, said that it was a strategic mistake of the company not to set foot in China catering market a few years ago, but even if it was 1 or 2 years late, Burger King would still come. In fact, as early as around 23, Burger King intended to enter China. They commissioned an international consulting company to conduct a survey of the China market in advance. Burger King touched China more closely after brenner Mann joined in August 24. The manager, who was the CEO of Continental Airlines and the head of PricewaterhouseCoopers Consulting, set his sights on China at the beginning of his tenure. In his concept, "China market is very big and changing with each passing day. We regard it as a very important market." After getting ready, brenner Mann 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, the pace of Burger King's entry into China has been substantially accelerated. On June 27th, its first China restaurant officially opened its doors for guests. Burger King's first restaurant in China has a small storefront, which is divided into two 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 most famous Huangbao sandwiches, French fries and onion rings, customers can also taste products with various China elements, such as Huangbao spicy sandwiches with Sichuan spicy sauce, dazzling spicy chicken leg burgers, tender roasted chicken leg burgers and Chinese spicy chicken wings. "These products are specially launched by Burger King for the China market." De Shute said that in the previous market research, Burger King changed the menu again and again, and many products were tailored for China guests. According to brenner Mann, these localized products account for more than 5% of Burger King's total food. "Localization" is the core concept in the business of Burger King China. In addition to products close to the tastes of customers in China, Burger King is interested in integrating into China in terms of raw material supply, logistics system and management team. "Our employees are all recruited locally," De Schutter said, pointing to the busy staff in the store. On the way to expand the China market, Burger King also decided to get out of China's characteristics and let more China investors help it expand its territory. Compared with McDonald's and KFC's cautious franchising after many years in China, Burger King seems unwilling to wait too long. Brenner Mann revealed that Burger King will open about 1 direct-operated restaurants in China this year, and then accelerate its expansion by franchising. For Burger King, who has just entered China, it is unknown whether it can replicate its success abroad. However, brenner Mann is very confident. He said that the catering market in China has just started, and we will enter this market only when we are sure of making profits. Burger king takeout has fast rabbit food delivered to operate.

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