Core Insights - High-end burger brand Blue Frog has transformed its Beijing Guomao store into a bakery, indicating a strategic shift to diversify its product offerings beyond burgers [2][3][4] - The bakery features a range of baked goods priced between 12-38 yuan, significantly lower than the starting price of 78 yuan for its signature burgers, suggesting an attempt to attract a broader customer base [3][4] - Blue Frog's initiative to expand its menu and introduce bakery items aligns with its promotional slogan "Not just burgers" as it aims to enhance customer engagement and adapt to changing market conditions [8][17] Company Strategy - The newly opened bakery offers products such as strawberry soufflé, carrot cake, and various breads, while still retaining its original burger and grill offerings [4][12] - Blue Frog has been experimenting with desserts and baked goods in its existing stores prior to the bakery launch, indicating a gradual approach to product line expansion [6][7] - The company has introduced promotional packages, such as afternoon tea sets and discounts on specific days, to stimulate sales and increase foot traffic [11][12] Market Context - The high-end burger segment has faced challenges in recent years, with several brands, including Blue Frog, experiencing stagnation in store growth and customer interest [13][16] - The market for premium burgers, which once thrived, has seen a decline in consumer enthusiasm, prompting brands to seek new revenue streams through diversification [15][16] - Competitors in the high-end burger space are also adapting by introducing new product lines and promotional strategies to remain relevant in a more price-sensitive market [17][18]