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汉堡王中国将关闭部分选址及运营不佳门店,同步开至少40家新店
Xin Jing Bao· 2025-06-12 09:08
Group 1 - The core viewpoint is that Burger King China is undergoing a strategic restructuring, including leadership appointments and a comprehensive evaluation of its restaurant layout [1][2] - Chen Wenrui has been appointed as the Deputy CEO and Chief Supply Chain Officer, while Xue Bing has been named the Chief Transformation Officer [1] - The company plans to close underperforming locations, which will lead to a decrease in the total number of restaurants by 2025, but will simultaneously open 40 to 60 new restaurants in key urban areas [2] Group 2 - Since acquiring nearly 100% control of Burger King China in February 2025, RBI Group has invested over $100 million in strategic initiatives [2] - The focus of the investment includes upgrading operational systems, building a local leadership team, and enhancing marketing effectiveness [2] - New restaurant openings will be strategically located in core business districts of first and second-tier cities where the brand has a solid foundation and clear growth potential [2]