Core Insights - Restaurant Brands International Inc. (RBI) has taken over Burger King's operations in China and is implementing a new strategic plan to optimize its business [1][2] Management Changes - Burger King China has appointed two new executives: Chen Wenrui as Chief Supply Chain Officer and Deputy CEO, and Xue Bing as Chief Transformation Officer [1] - Chen previously served as Chief Supply Chain Officer at Yum China, while Xue worked at McDonald's China [1] Store Closures and Openings - As part of its optimization strategy, Burger King China plans to close underperforming stores while opening 40 to 60 new locations, resulting in a net decrease in total store count by 113 stores by the end of 2024 [2][4] - The total number of stores is expected to decline from 1,587 in 2023 to 1,474 in 2024 [2] Sales Performance - The average annual sales for underperforming stores are reported to be below $300,000 (approximately 2.16 million RMB), indicating limited impact on overall sales [5] - Burger King China's system sales are approximately $700 million, with an average annual sales per store of about $400,000, significantly lower than other markets like France and South Korea [5] Future Growth Projections - RBI anticipates that the total number of stores across all its brands in China will grow by about 300 by 2027 or 2028, despite current challenges faced by Burger King China [7] - The company believes in the long-term potential of the Chinese market, despite the need for short-term adjustments [7] Competitive Landscape - Burger King China is facing stiff competition from other fast-food brands, which continue to expand rapidly, with significant gaps in store numbers compared to competitors like KFC and McDonald's [9] - The previous franchise agreement with the Turkish restaurant group was terminated early, with RBI acquiring Burger King China for $158 million (approximately 1.15 billion RMB) [9] Marketing and Promotions - Burger King China is enhancing its promotional strategies, including launching a 9.9 RMB discount campaign and other promotional events to attract customers [12] - The company is focusing on localizing its menu and marketing efforts to better connect with Chinese consumers [13]