汉堡王中国3.5亿美元易主将扩店超4000家 外资品牌本土化难破双重困境

Core Insights - Burger King China has been sold to local private equity firm CPE Yuanfeng, which will hold 83% of the shares, while the original parent company, Restaurant Brands International (RBI), retains 17% [2][4] - CPE Yuanfeng will inject $350 million into Burger King China for store expansion and other initiatives, aiming to increase the number of outlets from approximately 1,250 to over 4,000 by 2035 [2][4][5] - The ownership change is part of a broader trend where foreign brands like Starbucks and Burger King are localizing operations to navigate intense market competition in China [2][6] Company Overview - CPE Yuanfeng, established in 2008, manages over 180 billion RMB in assets and has invested in over 300 companies, focusing on the chain consumer service sector [5] - The new partnership will enable Burger King China to enhance product offerings, marketing strategies, and operational capabilities [5][6] Market Context - Burger King has faced stagnation in store expansion and slowing performance, with a significant drop in market share and competition from local brands like Luckin Coffee [6][12] - The company has struggled to meet its expansion goals, with a net decrease of 224 stores since early 2025 [12][13] - The competitive landscape includes established players like KFC and McDonald's, as well as emerging brands targeting lower-tier cities [13]