The business experience behind the Hamburg brand

In the spring of 2021, the first floor of Paris Spring, 939 Huaihai Middle Road.

Five Guys, a hamburger chain brand from the United States, will soon land here in Shanghai, which is its first stop in China.
The store information on Dianping also quietly went online, but it is not yet open.

From 2017, Habit Burger from Santa Barbara, California, opened its first store in Shanghai Fuxing SOHO, to New York's high-end burger Shake Shack in Xintiandi in 2019 while entering the Chinese market with a lion dance.
McDonald’s and Burger King, except for the West Coast burger shop In-N-Out, and the top burger brands in The Harris Poll in the United States, almost all have flooded into China.

As a typical staple food of western fast food chains, hamburger culture has penetrated almost into the daily lives of all classes in the United States.
According to Forbes and NPD data, Americans consume 91 billion US dollars in hamburgers each year, which is more than twice the amount they consume in pizzerias.

George Ritzer wrote in "Hamburg Rule the World" that McDonald's, as an American and global icon, uses fast food culture to streamline and speed people's dining style.

"You know that the restaurant is expecting you to leave as soon as you finish, and you also know that what you get is a burger that won't go wrong, but it won't be amazing.
"

Millennials are starting to fight this way of enjoying burgers.
For them, a casual restaurant offering burgers is being needed.

These expectations, of course, will not be added to established brands such as Wendy's, McDonald’s or Burger King, nor does it include mature brands like Red Robin, a restaurant space that uses more high-end fresh raw materials, more social attributes and a sense of design.
Be craved.

Research by the consulting company Technomic shows that millennials are becoming an important force in the boutique and high-end burgers, and they don’t care about the high prices.
It is common to pay $17-19 for a lunch or dinner at a burger restaurant.

And when the major reshuffle of the American burger industry that took place around 2016 comes, a rising emerging market is also being involved.
Under fierce competition, some brands have moved overseas to obtain incremental gains.
And China is undoubtedly the best choice.

Part.
1 A suitable local collaborator

Take a few typical American-style burger brands as examples.
Even if they are affected by the epidemic, their expansion in China has remained unabated in recent years.

1.
Wu Yidong Studio is organized according to the brand's official website financial report, official official account, public comment and other public information.
Among them, the Five Guys Shanghai store and Shake Shack Shenzhen store are not yet open during the renovation period.

2.
Strictly speaking, Popeyes is not a beef burger but a chain brand that started with fried chicken, but its fried chicken burger is also very famous, and it entered China during the same period with the above brands and expanded rapidly, so it is included)

The world-renowned consulting companies McKinsey and Boston will mention their familiarity with the market when it comes to market access analysis.
Especially when entering a market that is completely different from the original brand, it is difficult to deal with large and small administrative approval affairs with the government or to understand consumer preferences in detail.

Choosing an experienced local partner is an excellent choice for the brand's rapid expansion in overseas markets.

At this point, Popeyes, who entered the stadium later, wanted the possibility of overtaking on a curve.
It chose TFI (TAB Food Investments) as the operator in China.

TFI is a catering operation company from Turkey.
It entered China as early as 2012 and currently has more than 1,000 restaurants in more than 150 domestic cities.
In addition, it is also the franchisee of Burger King China.

Popeyes' parent company has high confidence in the Chinese market.
This restaurant brand International Co.
, Ltd.
called Restaurant Brands International Inc (RBI), in addition to fried chicken Popeyes, also owns the Canadian national coffee Tim Hortons, Burger King and other fast food chain brands.

Burger King and Tim Hortons, the former focuses on food and the latter focuses on beverages.
One has been entrenched in China for more than 8 years and has experienced the ups and downs of fast food chains, and the other is a witness to the era of melee in the Chinese coffee market.
Their understanding of the distribution of people, vacant locations, and location prices in various tier cities in China may be beyond our imagination.

Raphael Coelho, CEO of Popeyes China, believes that there is no doubt about brand synergy, "For example, in supply chain management, in dealing with developers or landlords, you can take advantage of Burger King.
"

Compared with Popeyes, Five Guys and Shake Shack both chose to land in Hong Kong first and then fully enter China.

According to official information, Five Guys currently belongs to Shanghai Dibaobao Catering Group Co.
, Ltd.
, with a registered capital of US$2 million and was established on September 28, 2020.
Jumbo Five Holdings Limited, established in Hong Kong, is its wholly-owned shareholder.

Compared to the earlier Habit Burger, Shake Shack has expanded at a very fast speed, which is likely to be attributed to its local partner, Hong Kong's Maxim's Caterers Limited (Maxim's Caterers Limited).

In 2014, Michael Kark, vice president of Shake Shack's global licensing business, met Michael Wu, Chairman and Managing Director of Maxim's Group.
The latter graduated from Brown University in the United States and is the grandson of industrialist Wu Shunde.

The Maxim Group, which has been intensively working on this land for a long time, has established multiple restaurant chains in China, including Cuiyuan, Maxim's Cakes, Donghaitang, Yuanki Sushi, Senryo, and Ippudo, spanning Cantonese cuisine, Japanese cuisine and baked desserts.
Multiple categories.

Their ability to finalize and score points far exceeds that of Habit Burger.

In just two years, Shake Shack has opened 7 stores in China.
Judging from the location of the five stores in Shanghai, Xintiandi, Jing'an Kerry, Gateway Hang Lung and IFC are the absolute core business districts.
This location is far better than Habitt.
In addition to the core of the latter's Fuxing SOHO and World Expo stores, the Baoshan Store in Jingweihui and the Xuhui Store in Pudong are both slightly inferior.

As for the transportation hub, Habit Burger drove on Hengfeng Road next to Shanghai Railway Station and Long-distance Passenger Terminal, while Shake Shack lived in Hongqiao Airport.

According to information from Tianyan, Habit Burger belongs to Habit Restaurant Management Company, with a registered capital of 50 million and its legal representative is Qiao Sheng.
The first two main investors are Tao Chenggen and Liang Min.
The latter is the major shareholder of Shanghai Laitao International Trade Co.
, Ltd.

But it is not impossible for Habit Burger to follow up.

Last year, Yum, which owns KFC, Taco Bell and Pizza Hut brands, will acquire Habit for $375 million.
Although Yum China and U.
S.
Yum had already completed the segmentation in 2016, the experience of Yum China still saved Habitt from taking many detours.

As we mentioned in previous articles, Yum China’s most glorious performance is KFC.
After the Sudan Red and other crisis events, Yum China can also bring KFC back to life and make it into the favorite Western-style fast food of young people along the way.

However, judging from the current speed of the two rollouts, the first stop of Habit Burger out of Shanghai chose Hangzhou, which is also the Yangtze River Delta region, and landed in Xiyintai.
Shake Shack has a favorable position in Sanlitun in Beijing and Joy City in Xidan.
The latter has a preliminary idea in the financial report, "We plan to expand 15 stores in southern cities such as Shenzhen and Guangzhou in China by 2030.

Part.
2 Three elements of online celebrity shops: small programs, takeaways, and beauty

Before these American burgers went to China, they were not only facing the crowded local market behind them, but also the emerging and booming Chinese market with unknown future.

With the resurgence of Chinese overseas students and other talents in recent years, as well as the overall upgrade of food, clothing, housing and transportation, the market for Hamburg, an American staple food, is expanding in China.

Compared with Chinese fast food, the cooking time of burgers is shorter, and it has the effect of being ready to eat and leaving.
After a long time, it will not taste like noodles.
The taste difference is huge.
Shops appear in business districts, so the turnover rate is much higher.
Other.

But the future is also unknown.
"The competitive situation and consumer tastes may be completely different, requiring more investment in advertising and promotional activities, and recruitment and training of personnel are also problems.
" Shake Shack described the worries of entering new markets in the annual report.

In the era of sudden changes in the Internet, China's retail format has been greatly changed.
From the last mile, food delivery has subverted the way consumers obtain food.
Even the ordering, payment, pick-up and evaluation of food at the store has begun to be fully digitized.

Popeyes looked very local as soon as they landed.
In-store self-service ordering, WeChat scan code, membership points and discount coupons are as proficient as a local brand.
The WeChat applet allows members to register and log in with one click, order information can be retained, new tastings and limited-time discounts slide around on the banner at the top.

Not only the delivery channels within the applet, they also launched the delivery on third-party channels, and sent customers the rider's contact information and real-time location in the delivery.

TFI CEO Korhan Kurdoğlu believes that the digitalization of brand operations cannot be ignored.
Before the opening of Popeyes' first store, 50,000 users have been attracted through the coupon download of the APP, and they are still surprised by this number.

Five Guys and Shake Shake also made full preparations.
In the United States, they cooperated with Waitr and Uber Eats respectively.
The former provides delivery services covering 600 cities in the United States, and the latter has algorithmic optimization and accumulation of delivery time and routes.
After these series of tests and experiments on the whole process of food delivery, they are more calm in dealing with China's mature food delivery system.

In addition to learning to take out and using small programs, a design-influenced internet celebrity space is an essential element for a restaurant in China.

Shake Shack understands this law well.
Previously in the United States, they were good at using transparent glass, green plants and metal trays for food to try to dilute the cheapness of hamburgers.

And the orange and blue saturation of the fried chicken burger restaurant is very high, whether it is European or American fan or small elite, as long as it appears in the lens, it is absolutely beautiful.

To become an online celebrity space where young consumers can stay and check in, it seems that fast-food consumers’ buying and walking is contrary to what, but this is an easier way to get out of the circle in China.

"Planting grass, weeding grass" has become a key word in many comment posts.
What's more, a small essay with thousands of words to describe the love of the brand, "When sitting next to the familiar XX color seat, looking at the poster of XXX in the store, I can't help but think of a burger in the midterm of Los Angeles.
The day of a milkshake.
"

It doesn't matter whether the location is Los Angeles or not, but it must be a place where foreigners have stayed.
As a sign of an individual’s youthful years more shining than others, even the burgers I have eaten are caught in the salty sea breeze of the Pacific Ocean.

Overseas parties let the brand fire first, and the mass group then relayed it.

Shanghai is a magical city that is extremely tolerant of new brands.
Can't fight the atmosphere of Shenzhen's money-making team, and it can't compare with the temperament of Beijing Xiaowenqing.
In the afternoon of the working day, leisurely people are the best time to linger in all kinds of life gathering shops and Internet celebrity food tasters.

This is also doomed to the patience and curiosity of the people in this city for the new brand.
When Korhan Kurdoğlu and his team were trading Popeyes, they also made it clear that they planned to first do a good job in brand positioning and increase brand awareness.
On social media, they will patiently listen to consumers.

There was an episode when the first store in Nanjing opened.
The top 100 people in the line would give a small gift.
A fan posted on Weibo and said that he happened to be the 101st person.
As a result, the official blog generously gave TA a glass.

In California, a sunny country, the family burger company In-N-Out has not yet entered China, but it has already learned how to use Chinese social marketing.

May 2019, 798 Art District on Jiuxianqiao Road, Beijing.
The pop-up is only one day, limited to 300 burgers, and the line in front of Las Coffee exceeds 10 meters.
The flash flash started at 11 o'clock, and some people started to get up and line up at 8:30 in the morning.

Almost all American burger brands that have entered China are familiar with the three points of "Internet celebrity dots, applets, and takeaways.
" Give them what consumers like.

Part.
3 Persistence of Fine Burgers

Zero-added antibiotics, Angus beef, romaine lettuce and tomatoes purchased that day, mushroom fort for vegetarians, plus milky smooth milkshake, American burger insists on high-end ingredients, all the time Highlight your high-end.

This high-end is also reflected in the menu and service quality.
In addition to ordinary soft drinks, Paris water, apple juice or alcoholic beverages can also be provided; not only hamburgers, but also rice that is more acceptable to the Chinese.
Brands are racking their brains to retain consumers.

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