门店破万却陷"高开高关"困局，塔斯汀中国汉堡（以下简称"塔斯汀"）的扩张之路暗藏隐忧。近日，汉 堡品牌塔斯汀门店规模破万，短短几年内其发展速度有目共睹。然而，高速开店背后却呈现"高开高 关"趋势——近90天内该品牌新增门店超千家的同时关闭700余家。值得注意的是，塔斯汀关联公司近期 的股权变更与注册资本增加，引发业内上市猜测。无论上市与否，食品安全与门店运营质量仍是品牌高 速扩张背后不可忽视的核心根基。 开小店抢占一线市场 又一汉堡品牌达到万店规模。塔斯汀门店规模破万的消息近日引发业内关注。极海品牌监测数据显示， 目前西式快餐品牌中塔斯汀排名第三，门店数量为1.07万家，规模超过麦当劳中国，前两名分别为华莱 士和肯德基。这也意味着，塔斯汀用了几年的时间赶超了麦当劳中国三十几年的发展规模。 从塔斯汀门店的分布来看，新一线及以下线级城市为品牌的主战场。根据极海品牌监测，塔斯汀在一线 城市门店占比为7.5%，而在新一线、二线、三线城市门店占比分别为21.42%、20.07%和24.34%。若按 照功能区划分，塔斯汀超过48%的门店分布在住宅区。 不过，随着规模不断扩大，塔斯汀也在尝试更多模式和场景来踏入一线市场。一 ...

门店破万却陷"高开高关"困局，塔斯汀中国汉堡（以下简称"塔斯汀"）的扩张之路暗藏隐忧。近日，汉堡品牌塔斯汀门店规模破万，短短几年内其发展速度 有目共睹。然而，高速开店背后却呈现"高开高关"趋势——近90天内该品牌新增门店超千家的同时关闭700余家。值得注意的是，塔斯汀关联公司近期的股 权变更与注册资本增加，引发业内上市猜测。无论上市与否，食品安全与门店运营质量仍是品牌高速扩张背后不可忽视的核心根基。 开小店抢占一线市场 又一汉堡品牌达到万店规模。近日，塔斯汀门店规模破万的消息在业内引发关注。极海品牌监测数据显示，目前西式快餐品牌中塔斯汀排名第三，门店数量 为10700家，规模超过麦当劳中国，前两名分别是华莱士和肯德基。这也意味着，塔斯汀用了几年的时间赶超了麦当劳中国三十几年的发展规模。 从塔斯汀门店的分布来看，新一线及以下线级城市为品牌的主战场。根据极海品牌监测，塔斯汀在一线城市门店占比为7.5%，而在新一线、二线、三线城 市门店占比分别为21.42%、20.07%和24.34%。若按照功能区划分，塔斯汀超过48%的门店分布在住宅区。 不过，随着规模的不断扩大，塔斯汀也在尝试更多模式和场景来踏入一线市场。一方 ...

Core Insights - The franchise market in China is experiencing explosive growth in 2025, transitioning from a phase of reckless expansion to one focused on refined operations and digital empowerment [1] - The hard discount market surpassed 200 billion yuan in 2024, while the restaurant chain rate exceeded 49%, indicating a shift towards brand-oriented and digitalized franchise operations [1] - The franchise industry faces both opportunities from policy support and consumer upgrades, as well as challenges from intensified competition and compliance requirements [1] Franchise Market Trends - The emergence of professional and super franchisees is notable, with over 30% of participants at the 2025 Beijing exhibition being experienced investors and institutional investors [1] - Super franchisees typically manage more than five stores, generating annual revenues exceeding 10 million yuan, and possess strong market insight and diverse marketing channels [1] Restaurant Sector Highlights - Pointing to the success of "Dian Ti Lei Jiao Pig's Foot Rice," which ranks first in the 2025 annual top 10 fast food franchise brands, the brand offers a unique dining experience with a "0 yuan franchise fee" and a gross profit margin of 60% [2] - "Shu Yi Shu Er Spicy Noodle" stands out with a mere 3% closure rate amidst a 56% closure rate in the restaurant industry, appealing to small investors with low risk and high return [4] - "Tasting China Hamburger" is recognized for its localized innovation in Western fast food, boasting over 8,000 stores nationwide, nearing KFC's scale [5] Retail Sector Developments - "Super Box NB" offers two franchise models, ensuring product cost advantages through direct factory connections and self-pricing, with a 60% share of private label products [8] - "Ji Xiao Guo Fruit Store" leverages smart store systems to provide a competitive platform for entrepreneurs, enhancing customer experience through intelligent services [9] Service Sector Innovations - Community smart health services provide integrated solutions for elderly care, with a 25% annual return rate on a 500,000 yuan investment [12] - The rental of new energy light logistics vehicles aligns with national carbon neutrality policies, offering lower operational costs compared to fuel vehicles [13] Emerging Franchise Opportunities - The pet service sector is gaining traction, with "Chong Pang Pang" opening its first store in Shanghai, combining shopping, experience, and social interaction [14] - The cultural and entertainment sector is witnessing accelerated growth, with various categories like sports, KTV, and internet cafes thriving [16] Strategic Recommendations for Franchisees - New entrepreneurs are advised to choose brands with low investment thresholds, standardized operations, and comprehensive training support, such as "0 yuan franchise fee" models [17] - Experienced investors may consider becoming super franchisees to achieve economies of scale [17] - Precise site selection and digital operations are critical for success, with brands like "Shu Yi Shu Er" utilizing data-driven models to avoid common pitfalls [18] Risk Management and Success Factors - Franchisees should prioritize brands with third-party audit reports and transparent operational metrics to mitigate risks [20] - Continuous learning and adaptation to local market conditions are essential for franchise success, emphasizing the importance of operational efficiency and customer loyalty [24][25] - The future of the franchise market will depend on the ability to cultivate capable super franchisees and maintain quality control and service standards [27]

Core Insights - The article discusses how Tastin, a fast-food chain in China, has developed a comprehensive food safety management system to ensure food safety across its 8000+ stores nationwide [1][2][3] Group 1: Company Overview - Tastin has evolved from a small street shop to a major chain with over 8000 franchise stores across more than 300 cities in China [2] - The company introduced a unique Chinese-style burger in 2018 and has since focused on local innovation to cater to Chinese tastes [2] Group 2: Food Safety Management - Tastin has implemented a systematic and scientific food safety management system to address the challenges of food safety in a large chain [2][3] - The company has established a comprehensive food safety checklist covering personnel management, supply verification, operational procedures, and food storage control [2] Group 3: Digital Management Platform - Tastin has developed an intelligent digital management platform called "Tata Operation Pass," which includes a multi-dimensional inspection system for daily management [3] - The platform consolidates management and execution data, providing analytical insights and optimization suggestions for store operations [3] Group 4: Training and Awareness - Tastin emphasizes the importance of food safety training, requiring franchisees to participate in training programs and ensuring that food safety awareness permeates every operational level [3][5] - The company conducts regular training for employees at various levels, including mandatory retraining for senior management [5] Group 5: Brand Philosophy - Tastin views food safety as a vital aspect of its brand identity and a genuine respect for consumers [5] - The company aims to maintain transparency with consumers through open kitchen designs, allowing them to see food preparation processes [5]

Core Insights - The article highlights the transformation of the Chinese fast-food industry, particularly focusing on the rise of the brand Tasting, which has successfully positioned itself in the hamburger segment by emphasizing quality and food safety [1][17]. Industry Overview - According to the China Chain Store & Franchise Association, the Chinese catering market is expected to exceed 5.5 trillion yuan by 2024, with a chain rate of 23% [3]. - The trend of chain restaurants is accelerating, with a significant number of brands achieving rapid expansion, as evidenced by the presence of 54 Chinese brands in the global top 100 restaurant chains [4]. Company Performance - Tasting has emerged as a strong competitor in the hamburger market since 2019, focusing on creating a brand that resonates with Chinese consumers [5]. - The brand has seen impressive growth in store numbers, ranking among the top three in net store additions alongside KFC and McDonald's [5]. Franchise Insights - The franchise process for Tasting is rigorous, emphasizing the importance of quality and long-term sustainability over mere financial capability [8][9]. - Franchisees are required to undergo a thorough selection process, reflecting the brand's commitment to maintaining high standards [8][9]. Food Safety Management - Tasting has implemented a comprehensive food safety management system, which includes over 100 standardized tasks to ensure quality and safety throughout its operations [12][13]. - The brand's focus on food safety is underscored by consumer trends, with a significant percentage of consumers prioritizing food safety in their dining choices [12]. Franchisee Experiences - Franchisees like Xiao Yan and A Jun have shared their experiences, noting the brand's rigorous standards and the importance of food safety in their operations [15][17]. - The transparent feedback mechanism established by Tasting has fostered a supportive environment for franchisees, allowing for quick resolution of operational issues [16]. Conclusion - Tasting's approach to combining product differentiation with stringent food safety measures is indicative of a broader shift in the Chinese fast-food industry, moving from mere brand establishment to a focus on quality and sustainability [17].

Core Viewpoint - Tasting, a Chinese hamburger chain, is preparing for an IPO in Hong Kong, following significant growth and restructuring efforts aimed at supporting its long-term strategic development [1][2]. Company Overview - Tasting was established in December 2017 and is headquartered in Fuzhou High-tech Zone, focusing on new-style Chinese hamburgers made with freshly baked buns [5]. - The company has seen rapid expansion, growing from fewer than 1,000 stores in 2020 to approximately 9,600 stores across 310 cities in 29 provinces by June 2025 [5][8]. Financial Performance - Tasting's revenue primarily comes from direct store sales and franchise fees, with an estimated revenue of around 5 billion yuan in 2023 [8]. - The company is projected to capture a 37.9% market share in the expanding Chinese hamburger market, which is expected to reach 32 billion yuan in 2024, potentially leading to revenues exceeding 12 billion yuan [8]. Market Position - Tasting ranks third in the hamburger sector in China, with store counts trailing only Wallace and KFC, and surpassing McDonald's [8]. - The average gross margin for a Tasting store is between 65% and 70%, with online package activities yielding a margin of 50% to 55%, and delivery platform margins at 45% to 50%, indicating strong profitability [8]. Recent Developments - In June 2023, Tasting increased its registered capital from approximately 1.03 million yuan to 118 million yuan and underwent significant shareholder changes, suggesting preparations for an IPO [2][4]. - The company has transitioned its corporate structure to facilitate foreign investment, with Tasting (HK) Holdings Limited taking over all shares [4].

Core Insights - A new benchmark in the fast-food market, rooted in Chinese culture, is rapidly emerging, with Tastin opening over 7,000 stores in four years, leading the Chinese hamburger sector [1] Group 1: Cultural Strategy and Brand Positioning - Tastin's journey began in 2012 with its first store in Nanchang, initially focusing on "Chinese pizza," which laid the groundwork for cultural innovation [2] - In 2018, Tastin overcame technical limitations by innovating a low-temperature slow fermentation process for its hamburger buns, merging traditional Chinese techniques with Western fast food, creating a unique culinary experience [2] - The brand's strategic transformation was supported by Rong Brand, which established Tastin as "China's No. 1 Hamburger Brand" and emphasized its identity as the "creator of hand-rolled, freshly baked Chinese hamburgers" [2][3] Group 2: Brand Identity and Marketing - The brand identity combines "Chinese Hamburger + Hand-Rolled Freshly Baked + Chinese Appetite," creating a strong brand momentum in a culturally confident environment, facilitating the rapid expansion of Tastin [3] - Rong Brand retained traditional elements in the logo while modernizing it, creating a symbol that reflects both tradition and modernity [4] - Marketing strategies included slogans that resonate with cultural sentiments, significantly increasing engagement and brand visibility [4] Group 3: Long-term Cultural Strategy - The cultural strategy designed by Rong Brand has positioned Tastin as a "dark horse" in the restaurant market, demonstrating the commercial value of Eastern cultural wisdom [5] - The "annual strategic running" model introduced by Rong Brand serves as a driving force for various brands, creating competitive barriers that are difficult to replicate [5] - Tastin is now planning to expand internationally, aiming to introduce its "hand-rolled, freshly baked" technique to global markets, potentially marking a new era for Chinese brands worldwide [5]