Restaurant Brands International(US:QSR) Guan Cha Zhe Wang·2025-11-03 13:08Core Viewpoint - The sale of Burger King's China operations is progressing, following Starbucks' similar move, as the company seeks new partners to revitalize its presence in the Chinese market [1][15]. Group 1: Company Background and Market Entry - Burger King was founded in 1954 in Miami, USA, and its flagship product, the "Whopper," became a significant success, selling over 210 million units annually worldwide [3]. - The brand entered the Chinese market in 2005, initially opening only 52 stores in the first seven years, but experienced rapid growth after 2012 under TFI Group's exclusive franchise rights, opening over 900 stores in six years [3]. Group 2: Market Challenges - Burger King faces increasing competition from local fast-food brands like Wallace and Tastin, as well as ongoing innovations from McDonald's and KFC, leading to a more challenging market environment [3]. - The brand's signature "flame-grilled" flavor has not kept pace with competitors in marketing and product innovation, resulting in pressure to attract younger consumers [3]. Group 3: Financial Performance - In February, RBI's CFO reported that while overall restaurant numbers grew by 3.4% in 2024, Burger King's China locations decreased by approximately 100 basis points, with lower average sales per store [4]. - Burger King's China revenue ranks eighth among RBI's international markets, with system sales around $700 million and an average annual sales per store of approximately $400,000, significantly lower than in France ($3.8 million) and Korea ($1.2 million) [7]. Group 4: Strategic Changes and Future Prospects - Despite TFI Group's franchise rights lasting until 2032, RBI decided to end the partnership early, acquiring TFI's stake for $158 million to seek new local partners for Burger King China [13]. - Recent management changes have been made to enhance local operations, including the appointment of experienced executives from other major brands [13]. - As of Q3 2025, Burger King China reported a same-store sales increase of 10.5% and a system sales total of approximately 1.224 billion RMB, indicating positive momentum under new management [15]. - The search for a new major stakeholder is ongoing, with reports of interest from private equity firms, signaling a proactive approach to revitalize the brand in China [15].