Core Insights - The closure of the Burger King store in Shenzhen's Huaqiangbei area reflects broader challenges faced by international fast-food brands in China, driven by strategic adjustments in response to performance pressures [1][2] Group 1: Store Closures and Performance - Burger King has seen a significant reduction in its store count in China, dropping from a peak of 1,587 stores in 2023 to 1,367 by mid-2025, with 113 closures in 2024 and an additional 107 in the first half of 2025 [2] - The system sales figures for Burger King in China have also declined, with sales of $8.04 billion in 2023, $6.68 billion in 2024, and $3.09 billion in the first half of 2025 [2] Group 2: Strategic Adjustments - In response to market pressures, Burger King is implementing a strategy to optimize its store network, which includes closing underperforming locations while planning to open 40 to 60 new stores in key areas [3] - The brand is focusing on localizing its product offerings and has introduced new items like the "Crispy Spicy Chicken Burger," along with regular promotional pricing to compete with local brands [3] Group 3: Investment Trends - Despite the challenges faced by international brands, foreign investment in Shenzhen has been on the rise, with 33,000 new foreign-invested enterprises established since the beginning of the 14th Five-Year Plan, accounting for 14.6% of the national total [4] - In the first half of 2025, Shenzhen attracted $20.9 billion in foreign investment, marking an 11.3% year-on-year increase, with a notable focus on high-tech industries, which accounted for 35.2% of the total foreign investment [4]
华强北汉堡王闭店属于品牌战略重构 国际品牌在深投资持续加码
Shen Zhen Shang Bao·2025-09-17 00:19