Restaurant Brands International(US:QSR) Guan Cha Zhe Wang·2025-11-03 13:31Core Viewpoint - The sale of Burger King's China business is progressing as the company seeks new local partners to revitalize its operations in the competitive market [1][11]. Company Overview - Burger King, founded in 1954 in Miami, gained popularity with its flagship product, the Whopper, which sells over 210 million units globally each year [3]. - The brand entered the Chinese market in 2005, initially opening only 52 stores in the first seven years, but expanded rapidly after 2012 under TFI Group's exclusive franchise, opening over 900 stores in six years [3]. Market Challenges - Burger King faces increasing competition from local fast-food brands and established players like McDonald's and KFC, which have adapted more effectively to local tastes [3]. - The brand's unique "flame-grilled" flavor has not been enough to maintain its market position, as it struggles with marketing and product innovation compared to competitors [3][4]. Financial Performance - In 2024, Burger King's restaurant count in China decreased by approximately 100 basis points, with lower average sales per store compared to other markets [4][6]. - As of 2024, Burger King China ranked eighth in revenue among RBI's international markets, with system sales of approximately $700 million and an average annual sales per store of about $400,000, significantly lower than in France and Korea [6]. Store Count and Competition - Burger King had around 1,300 stores in China, down from 1,587 at the end of 2023, indicating a trend of negative growth in store numbers [6]. - Competitors like Wallace and KFC have significantly more stores, with Wallace leading at 19,648 locations [7]. Strategic Changes - In February, RBI announced the acquisition of TFI Group's stake in Burger King China for $158 million, ending their partnership early due to unsatisfactory market performance [8]. - To improve operations, RBI is seeking new local partners and has appointed experienced executives to its management team to enhance local market strategies [8][10]. Recent Developments - Recent financial reports indicate a 10.5% year-over-year increase in same-store sales for Q3 2025, with total system sales reaching approximately 1.224 billion RMB [10]. - The new local management team is credited with driving improvements through enhanced marketing and product offerings [10]. Future Outlook - The success of Burger King's revitalization efforts in China hinges on the selection of a new local partner, with private equity firms reportedly interested in acquiring significant stakes [11].