Core Viewpoint - The article discusses the rapid expansion and challenges faced by the Chinese fast-food brand Tasting, emphasizing that while achieving a large number of stores is impressive, maintaining high-quality individual outlets is crucial for long-term success [1]. Group 1: Expansion and Store Count - Tasting has rapidly expanded to 10,289 stores as of November 18, 2023, up from around 500 in 2020, marking an increase of over 2,000 stores annually [2][3]. - Despite the impressive store count, Tasting is experiencing a significant "high open, high close" phenomenon, with 1,016 new openings and 810 closures in the last 90 days [2][3]. Group 2: Pricing and Market Position - Tasting's initial success was attributed to its competitive pricing and unique positioning as a "Chinese hamburger" brand, but these advantages are now being challenged [4][11]. - Consumer complaints about price increases have surged, with examples showing significant price hikes for menu items from 2023 to 2025 [5][7][9]. Group 3: Competitive Landscape - Tasting faces increasing competition from both international brands like KFC and McDonald's, which are enhancing their value offerings and targeting the same price-sensitive consumer base [10][11]. - New local brands are emerging, intensifying competition in the "Chinese hamburger" segment, with some offering lower prices and better value propositions [15][16]. Group 4: Quality Control Issues - Rapid expansion has led to significant quality control issues, including reports of using expired ingredients and poor hygiene practices in stores [18][19]. - Consumer complaints about undercooked meat have been prevalent, indicating serious food safety concerns that could damage the brand's reputation [20][23]. Group 5: Brand Identity Challenges - Tasting is struggling with brand dilution as numerous similar-sounding brands have emerged, which could confuse consumers and weaken Tasting's market position [17].