Restaurant Brands International(US:QSR) Hua Xia Shi Bao·2025-11-11 12:36Core Viewpoint - Burger King's strategic partnership with CPE Yuanfeng aims to revitalize its operations in China, where it has faced significant challenges in recent years [1][5]. Group 1: Partnership Details - CPE Yuanfeng will hold approximately 83% of the newly formed joint venture, Burger King China, while RBI retains about 17% [2]. - CPE Yuanfeng is set to inject $350 million into Burger King China to support restaurant expansion, marketing, menu innovation, and operational improvements [2][4]. - A 20-year master development agreement will grant Burger King China exclusive rights to develop the brand in China [2]. Group 2: Market Challenges - Burger King has struggled in the Chinese market, with a reduction in store count and issues such as unpaid employee wages [1][5]. - The competitive landscape includes major players like KFC and McDonald's, as well as local brands like Wallace and Tastin, which are rapidly expanding [1][6]. - The company plans to increase its store count from approximately 1,250 to over 4,000 by 2035, aiming for an annual increase of 275 stores [5][6]. Group 3: CPE Yuanfeng's Role - CPE Yuanfeng has extensive experience in the consumer sector, having invested around 10 billion in various leading companies [4]. - The focus will be on product upgrades, brand marketing, store expansion, online channel restructuring, digital system development, and financial optimization [4]. Group 4: Industry Dynamics - The fast-food sector in China is under pressure from both Western and local brands, with significant growth from Chinese fast-food chains like Laoxiangji and Xiangcunji [7]. - The rapid expansion of local brands poses a challenge for Western fast-food chains, necessitating quicker decision-making and adaptation to market changes [7].