塔斯汀中国汉堡（以下简称"塔斯汀"）时隔八年重启披萨赛道，近日已在泉州落地两家披萨门店，除保留了几款熟悉的汉堡产品外，还以平价披萨、意面、 牛排等西式简餐切入市场。回溯2017年其曾首次试水"汉堡+披萨"双品类，后因聚焦中国汉堡定位暂停该方向。而当前在"开停双高"争议否认、上市猜测未 休及食安问题频现的背景下，塔斯汀此次重拾旧赛道、拓展品类边界，是为增长续命还是给上市铺路？ 平价披萨最低18元 塔斯汀拾起"老本行"。近日，塔斯汀在泉州开出两家"塔斯汀中国披萨"门店，多处设计细节与塔斯汀品牌自身紧密绑定。消费者在社交平台上发布的图片显 示，塔斯汀中国披萨安海上悦城店外观以黄色为主，门头上还设有塔斯汀的红白色LOGO，门店旁的围挡格外显眼，有着"全国首店"字样以及披萨产品图， 门店内设有堂食座位。 根据塔斯汀小程序，产品上，塔斯汀中国披萨门店提供多款披萨、意面、牛排、焗饭以及小食等产品。同时，还提供4款塔斯汀中国汉堡店内同样在售的汉 堡产品。价格方面延续了塔斯汀一贯的亲民定位，以披萨产品为例，单个8寸披萨产品最低售价仅18元。 据塔斯汀中国披萨门店工作人员介绍，目前中国披萨门店仅有两家，均位于泉州。塔斯汀中国披萨 ...

Core Insights - The rapid expansion of "Tasting" brand, known for its Chinese-style hamburgers, is facing growth challenges as it recently closed 907 stores while opening 968 in the past 90 days [2] - Despite fluctuations in store numbers, Tasting has successfully entered the "10,000 store club" with 10,296 stores, ranking third among Western fast-food brands in China [2][5] - The brand's growth has been particularly notable in the last four years, with 3,420 new stores opened in 2023 alone, marking it as the fastest expansion year [2][3] Store Performance - As of November 2024, Tasting's net growth rate is projected to be 20.17%, outpacing 86% of its competitors in the same category [3] - The majority of Tasting's stores (69.55%) have been operating for 1 to 3 years, with only 0.34% of stores operating for over five years, indicating a need for stability [5][6] - The average operating time for Tasting's stores is 1.7 years, which is below the industry average of 2.8 years [5] Market Expansion - Tasting has shifted its focus to first-tier and new first-tier cities for expansion, with significant growth in cities like Guangzhou, Chongqing, Wuhan, and Shenzhen [4][5] - Store counts in various city tiers have shown steady growth, with notable increases in new first-tier and third-tier cities [5] Business Diversification - Tasting is exploring diversification by re-entering the pizza market, opening two "Tasting China Pizza" stores in Fujian [8][9] - The new pizza offerings maintain a low-price strategy, with average consumer spending at 18.63 yuan, lower than the industry average [10][11] Future Challenges - The rapid expansion raises concerns about food safety, with over 7,000 complaints reported on third-party platforms [5] - As Tasting approaches the 10,000 store milestone, it faces challenges in product development, pricing, supply chain management, and brand capability [11]

编辑 | 李唐 近日，红餐网关注到，塔斯汀悄悄在泉州晋江安海上悦城与安溪万达广场开出两家"塔斯汀中国披萨"门店。 文 | 红餐网 郑颖 公开信息显示，塔斯汀创立之初，就是主打中式披萨的品牌，曾推出北京烤鸭、梅菜扣肉、辣椒炒肉等口味的披萨。不 过塔斯汀的披萨业务始终不瘟不火，直至2019年，塔斯汀调整定位，聚焦在中国汉堡后并爆火，其披萨产品线也被撤 出。 随着塔斯汀开中式披萨店的开出，标志着这个在全国已经开出上万家门店的中国汉堡品牌，时隔6年正式重返披萨赛道。 塔斯汀中国披萨门店与其汉堡门店有什么不同呢？ 具体来看，塔斯汀中国披萨门店以明黄色为主色调，这点与主色调为中国红的塔斯汀中国汉堡较为不同。不过在其门头 中央，塔斯汀中国披萨的门店依然保留了品牌标志性的红色醒狮logo，延续了塔斯汀品牌的辨识度。 点开塔斯汀中国披萨安海上悦城的小程序菜单，顶部"全国首店"的标识非常显眼，小程序第一屏就是门店"人气热卖"的 多款披萨套餐。除了培根菠萝双享披萨等5款西式风味披萨，门店推出的更多是川香肉酱披萨、宫保鸡肉披萨、梅菜干猪 肘披萨等中式特色披萨。从这几款产品来看，塔斯汀中国披萨同样很好地延续了"中式"基因。 图片来源： ...