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 Viewpoint - Tasting (HK) Holdings Limited, a company based in Hong Kong, has taken over Fuzhou Tasting Restaurant Management Co., Ltd. in a significant restructuring effort aimed at preparing for an IPO in Hong Kong, marking a potential milestone for the "Chinese Hamburger" brand [1][3]. Company Information - Fuzhou Tasting's registered capital increased from 1.03 million to 118 million RMB, a staggering growth of 11,323% [1][2]. - The company aims to leverage its extensive network of 9,600 stores across 310 cities in China, with plans to add over 8,000 new stores from 2022 to 2024, surpassing international brands like Starbucks and McDonald's in store count within China [5][9]. Business Strategy - Tasting's business model focuses on a franchise system, allowing rapid expansion into lower-tier cities, where over 70% of its stores are located [9]. - The average customer price point of 18.6 RMB positions Tasting strategically between McDonald's and local competitors, appealing to younger consumers with a unique offering of Chinese-style hamburgers [9][10]. Market Position and Challenges - The company has faced significant challenges, including food safety issues highlighted by media reports, which have led to a trust crisis among consumers [10][11]. - Despite reported annual revenues of 7 billion RMB, Tasting's profitability is under pressure due to declining revenue per store as the market becomes increasingly competitive with new entrants in the Chinese hamburger segment [11][12]. Future Outlook - Tasting's decision to pursue a Hong Kong IPO is influenced by favorable market conditions and a more supportive valuation environment for restaurant businesses compared to A-shares [7][12]. - The company must balance its rapid expansion with quality control to maintain consumer trust and ensure sustainable growth as it approaches its IPO [11][12].