BURGER King Holdings Inc plans a double-digit increase in fast-food outlets in China this year following a restructuring program the company hopes will get it back on track.
The move by the world’s second-biggest burger chain is designed to help it compete better against arch rivals McDonald’s and Kentucky Fried Chicken, which are already well-entrenched in China.
United States-based Burger King, second to McDonald’s globally, got off to a late start in China. It now operates only seven restaurants in China - all in Shanghai - compared with McDonald’s 780 and KFC’s 1,600.
“Part of the reason behind the slow pace is that the well-developed market presence by our competitors creates difficulties for us in finding ideal sites,” said Keith T.W. Siu, general manager of Burger King (Shanghai) Restaurant Co Ltd.
“We will find a balance in opening new stores and making profits. The important thing is to lay a solid foundation,” Sui said.
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