来源丨凤凰网财经《公司研究院》 在餐饮领域，"万店"规模是一个巨大的光环，是品牌们追逐的目标。只是人们似乎总是容易忘记，扎实的单店质量，才是品牌长青真正 的基石。 主打"中式汉堡"的塔斯汀，堪称近年来发展势头最猛的连锁品牌之一，扩张之路近乎"狂奔"。 据极海品牌检测，截至11月18日，塔斯汀共有10289家门店，位居万店之列。而在2020年，其门店数量还在500家上下，5年里以每年超 2000家店疯狂扩张，如今在西式快餐品牌中规模排名第三，仅次于华莱士（18595家）和肯德基（13031家），数量甚至超过了入华30多 年的麦当劳（7340家）。 在亮眼的万店规模背后，塔斯汀"高开高关"现象越来越严重。据极海品牌检测，其近90天新开1016家店，新关810家店。作为对比，同期 华莱士新增门店314家，闭店135家；达美乐披萨新开56家，新关2家。 一边疯狂开店，一边加速闭店，塔斯汀怎么了？ 01 "夹心"困境，价格优势不再？ "塔斯汀"名字看起来像是外国品牌，实则由三位80后在2012年于福建创立，创始人魏友纯曾代理华莱士并开设了多家门店。塔斯汀最开 始以比萨为主，在2019年确立"中国汉堡"定位后，凭借"手擀 ...

Core Viewpoint - Haidilao is entering the hamburger market with its brand "Xiao Hai Ai Zha hiburger," which is set to open its first store in December, indicating a strategic move to compete with established fast-food giants like McDonald's and KFC [1][4][14] Company Developments - The new store is an upgrade from the existing "Xiao Hai Ai Zha" brand, which has previously offered hamburgers and other products [4][6] - The brand has been diversifying its menu since its inception, initially focusing on fried chicken but expanding to include pasta, seasonal seafood, and coffee products [6][8][10] - The "Xiao Hai Ai Zha" brand has introduced various dining concepts, including a "black gold store" that emphasizes social experiences and a "Korean-style all-you-can-eat" model [10][12] Market Positioning - The rebranding to include "hamburger" in the name suggests a focused effort to establish a presence in the hamburger segment, potentially positioning itself as a "Chinese hamburger" brand [4][15] - The competitive landscape is challenging, with major players like KFC and McDonald's rapidly expanding their store counts, and local brands like Wallace and Tastin also gaining traction [15] Expansion Strategy - Despite a slow expansion pace, with only eight stores opened by September 2025, the brand has initiated a partner recruitment program to accelerate growth [13] - The company plans to support partners with operational guidance, brand support, and supply chain management, indicating a strategic shift towards scaling operations [13] Industry Context - The fast-food sector is seeing a rise in the number of brands with over 500 stores, increasing from 2.6% to 2.8% in market share [15] - The top five companies in the Western fast-food sector accounted for 44% of the market share in 2024, highlighting the dominance of established brands [15]

Core Viewpoint - Tasting (HK) Holdings Limited, a company based in Hong Kong, has taken over Fuzhou Tasting Restaurant Management Co., Ltd. in a significant restructuring effort aimed at preparing for an IPO in Hong Kong, marking a potential milestone for the "Chinese Hamburger" brand [1][3]. Company Information - Fuzhou Tasting's registered capital increased from 1.03 million to 118 million RMB, a staggering growth of 11,323% [1][2]. - The company aims to leverage its extensive network of 9,600 stores across 310 cities in China, with plans to add over 8,000 new stores from 2022 to 2024, surpassing international brands like Starbucks and McDonald's in store count within China [5][9]. Business Strategy - Tasting's business model focuses on a franchise system, allowing rapid expansion into lower-tier cities, where over 70% of its stores are located [9]. - The average customer price point of 18.6 RMB positions Tasting strategically between McDonald's and local competitors, appealing to younger consumers with a unique offering of Chinese-style hamburgers [9][10]. Market Position and Challenges - The company has faced significant challenges, including food safety issues highlighted by media reports, which have led to a trust crisis among consumers [10][11]. - Despite reported annual revenues of 7 billion RMB, Tasting's profitability is under pressure due to declining revenue per store as the market becomes increasingly competitive with new entrants in the Chinese hamburger segment [11][12]. Future Outlook - Tasting's decision to pursue a Hong Kong IPO is influenced by favorable market conditions and a more supportive valuation environment for restaurant businesses compared to A-shares [7][12]. - The company must balance its rapid expansion with quality control to maintain consumer trust and ensure sustainable growth as it approaches its IPO [11][12].