本土化战略深耕见成效：汉堡王中国本土化创新驱动高增长

Core Insights - Burger King China is undergoing a significant transformation in its 20th year in the Chinese market, with full ownership by Restaurant Brands International Inc. (RBI Group) announced in February [1] - The company has accelerated its localization efforts by appointing experienced local executives to its core management team, indicating a strategic commitment to enhance local operations [3][4] Performance and Strategy - Under the new local management team, Burger King China achieved better-than-expected performance in Q2, marking the end of several quarters of negative same-store sales growth, with a notable increase in single-store profitability [4] - The significant improvement in performance is attributed to targeted efforts in organizational development, store network optimization, operational upgrades, and marketing influence [4][6] - The company is implementing a "quality and efficiency" strategy to optimize its store network, focusing on expansion in key urban areas while closing underperforming locations, with plans to add 40-60 new stores [6] Market Position and Future Outlook - Currently, Burger King China operates approximately 1,300 stores and serves nearly 150 million customers annually, with ongoing strategic adjustments aimed at enhancing store profitability and brand competitiveness [8] - The company is actively seeking new local partners to strengthen its business model, with positive progress in negotiations, indicating a robust foundation for future growth [9] - Looking ahead to 2025, which marks the brand's 20th anniversary in China, the company sees significant long-term growth potential driven by strong local partnerships and increasing demand for dining out and delivery services [11]