Core Insights - Burger King China is implementing a "quality improvement and efficiency enhancement" strategy for its store network, focusing on expanding in key business districts of first and second-tier cities, with plans to open 40-60 new stores while closing underperforming ones [1] - The total number of Burger King stores in China is approximately 1,300, and the current strategic adjustments aim to further enhance store profitability and brand competitiveness [1] - The brand's owner, Restaurant Brands International Inc., announced full ownership of Burger King China in February, leading to an accelerated localization process with the addition of four experienced executives to the core management team [1] - Rafael Odorizzi, CEO of Burger King China, highlighted that the new local team has driven better-than-expected performance in Q2, ending several quarters of negative same-store sales growth and achieving positive growth for the first time [1] - The improved performance reflects the execution and adaptability of the localized team, as well as the influence of Burger King's product strength [1]
强化一、二线城市核心商圈扩张 汉堡王中国业绩增长超预期
Bei Jing Shang Bao·2025-09-12 02:11