【环球时报报道 记者 倪浩】编者的话："民以食为天"，中国独特的饮食文化和庞大的消费者群体创造 了一个规模超过5万亿元的餐饮市场。而占据餐饮门店数量"半壁江山"的快餐行业近年来发展不断加 速，在给消费者味蕾带来新体验的同时，日益激烈的竞争也在考验中、外、新、老品牌的经营策略。15 日，麦当劳上调部分产品价格引发网友热议。而在此之前，国际餐饮品牌星巴克、汉堡王相继卖出股 份，与中国资本成立合资公司，并表示希望借此增加其在华门店数量。有观点分析认为，这并非海外企 业"撤退"，而是反映出企业经营战略的转变：希望通过加强本土化更好地参与竞争。当前中国快餐行业 的现状和竞争格局如何？外国餐饮企业在中国市场有着怎样的机遇和挑战？《环球时报》记者对此进行 了采访调查。 引入中资寻求加速拓展门店 2005年，在上海静安寺附近的一栋复古小洋楼里，汉堡王进入中国市场的第一家门店开张了。但此时已 落后产品类别相似的肯德基18年，较麦当劳也晚了15年。目前，汉堡王在中国市场的门店约1200家，相 比而言，第三方餐饮数据平台窄门餐眼数据显示，截至12月15日，肯德基营业门店数量已达12288家， 麦当劳紧随其后，也有8145家门店。 ...

Core Viewpoint - Subway is attempting to localize its brand in Beijing by adopting a playful name change to "Subwayer" and introducing new products that reflect local flavors, aiming to strengthen its connection with the local culture and consumer base [1][3][5]. Group 1: Brand Localization - The name change to "赛百味儿" is part of a marketing strategy to promote new "京味儿三明治" (Beijing-flavored sandwiches) without officially altering the brand name [3][5]. - Subway has launched four new products that incorporate local flavors, such as "京焰炙烤澳洲牛肉三明治" (Beijing-style grilled Australian beef sandwich) [5][6]. - The brand's attempt to localize is seen as a way to connect with Beijing's cultural identity, despite criticisms regarding the authenticity of the flavors [6][9]. Group 2: Market Position and Challenges - Since entering the Chinese market in 1995, Subway has opened over 500 stores, significantly fewer than competitors like McDonald's and KFC, which have opened thousands [18][22]. - Subway's pricing strategy remains aligned with its American counterparts, making it less accessible to the average Chinese consumer [22][24]. - The brand has been criticized for its slow adaptation to local tastes and dining habits, which has hindered its growth in the Chinese market [24][25]. Group 3: Consumer Behavior and Preferences - Subway's offerings are perceived as suitable for busy urban professionals in Beijing, who often seek quick and portable meal options [30][32]. - The convenience of Subway's sandwiches aligns well with the fast-paced lifestyle of Beijing's workforce, making it a popular choice for on-the-go meals [30][34]. - Despite facing skepticism about cold meals in China, the demand for quick, healthy options has allowed Subway to find a niche among local consumers [34].