卖不到6000元就关店！快餐巨头“断臂求生”

Core Insights - Burger King's parent company, Restaurant Brands International Inc. (RBI), announced a fundamental shift in its strategy for the Chinese market after 20 years of operation [1] - The new strategy addresses three key challenges: store efficiency, local operational focus, and outdated capital models [2] Group 1: Strategic Changes - Burger King China has transitioned from being operated by Turkey's TFI Group to a localized management team, which aims to enhance responsiveness to market changes [3][4] - The appointment of new executives with backgrounds in local restaurant giants reflects RBI's emphasis on the importance of local control [5] Group 2: Financial and Operational Adjustments - RBI has acquired nearly 100% ownership of Burger King China for $158 million and has injected $100 million to support its operational transformation [7] - The average annual sales per store in China are reported at $400,000 (approximately 2.9 million RMB), significantly lower than competitors like KFC and McDonald's [8] Group 3: Store Optimization Strategy - Stores with daily sales below 6,000 RMB (annual sales of $300,000) will be considered for closure, aiming to establish a sustainable growth foundation [8][9] - The new strategy requires partners to possess local insights, strong capital, and excellent operational capabilities, moving away from reliance on international agents [9] Group 4: Industry Implications - The strategic overhaul is seen as a necessary response to localization challenges, balancing store closures with high-quality expansion [11] - If successful, this transformation could enhance Burger King's confidence in the Chinese market and shift industry standards towards profitability per store rather than sheer number of locations [11]