Core Viewpoint - The recent system crash of Burger King in China, triggered by the launch of a new promotional product, highlights the brand's struggle to manage high traffic and its need to regain the attention of younger consumers through marketing collaborations [2][4][6]. Group 1: System Crash and Apologies - Burger King faced a system crash due to overwhelming traffic from fans trying to purchase the limited-edition 2026 spokesperson New Year's gift box, which was launched on January 4, with a total of 60,000 units available at a price of 69.9 yuan [4][6]. - The company issued two apologies, the first acknowledging the system's inability to handle the sudden influx of users and the second expressing regret for customers who could not purchase the gift box [3][6]. - The crash occurred shortly after the launch, with the app and mini-program becoming inaccessible within minutes, prompting the first apology at 11:12 AM [4][6]. Group 2: Marketing Challenges and Consumer Reactions - This incident is the second marketing-related controversy for Burger King in a month, following a previous issue with a SpongeBob-themed product that did not meet consumer expectations due to discrepancies between the advertised and actual product [7][9]. - Consumers expressed dissatisfaction with the quality of the products, leading to accusations of misleading advertising, particularly regarding the use of pineapple sauce instead of actual pineapple slices in the promotional items [9][14]. - Industry analysts suggest that Burger King's reliance on marketing collaborations to attract younger consumers is a temporary fix rather than a sustainable strategy, as the brand struggles to innovate and compete with rivals like McDonald's and KFC [15][17]. Group 3: Business Performance and Market Position - Burger King has been experiencing declining performance in China, with a significant reduction in store numbers, dropping from 1,474 at the end of 2024 to 1,339 by November 2025 [16]. - The company sold a majority stake to CPE Yuanfeng for $350 million, aiming to use the investment for store expansion, with plans to increase the number of locations to over 4,000 by 2035 [15][16]. - Analysts point out that Burger King's positioning is awkward, with high operating costs and a focus on first- and second-tier cities, limiting its reach in lower-tier markets where competitors are thriving [17].