塔斯汀90天关了907家店

Core Viewpoint - The article discusses the rapid expansion and subsequent store closures of the fast-food brand Tasiting, highlighting its operational challenges compared to more established brands like KFC and Wallace [3][4]. Group 1: Store Expansion and Closure - Tasiting opened 968 new stores and closed 907 in the past 90 days, resulting in approximately 10,296 operational stores [3]. - In contrast, Wallace opened 314 new stores and closed 135, while KFC opened 676 and closed 130 during the same period [3][4]. - The high closure rate of Tasiting indicates a potentially unstable expansion strategy compared to its competitors [4]. Group 2: Company Background - Tasiting was founded in 2012 in Fuzhou, China, by three individuals born in the 1980s, with the main founder having prior experience as a Wallace franchisee [4]. - Initially starting as a Western fast-food chain, Tasiting shifted to a differentiated product positioning with "Chinese hamburgers" in 2019, which contributed to its growth [4]. Group 3: Franchise Model and Challenges - Tasiting relies heavily on a franchise model for rapid expansion, but has faced food safety issues with its franchise stores [5][6]. - Starting in 2024, Tasiting increased its franchise fees from 369,800 RMB to 452,300 RMB and expanded the standard store size from 60 to 65 square meters [6]. - Despite a slowdown in new store openings, Tasiting's growth rate still surpasses that of McDonald's and KFC, which have been in China for longer [6]. Group 4: Market Dynamics - The fluctuations in store openings and closures are attributed to the consequences of Tasiting's earlier aggressive expansion strategy [7].