Retailing, Franchising, and Consumerism Business Intelligence in China

Burger King Will Open Restaurant In Xiamen

According to Fujian Qirun Restaurant Management, Burger King will formally open a restaurant in Xiamen at the end of June 2008. It is also Burger King's first restaurant in Fujian.

Located in Lianban Jutai Mansion, the restaurant covers an area of more than 300 square meters and it is now finishing its decoration. In regards to site selection, Chen Yixuan, high commissioner for markets of Fujian Qirun Restaurant Management, says that apart from the flow of people, potential consumer groups is another factor that influenced their selection. Chen Yongyu, general manager of Fujian Qirun Restaurant Management, says that the major consumers of Burger King are adults between 18 and 40.

Chen told local media that compared with KFC and McDonald's, the most distinctive feature of Burger King is its flame-grilled burgers. "Have it your way" is Burger King's motto and adds a unique feature. In Burger King, consumers can choose the quantity of vegetables and beef and the kind of sauce to make their own favorite burgers.

Headquartered in the United States, Burger King was founded in 1954. It has more than 11,000 restaurants and 340,000 employees in the 50 U.S. states and other 62 countries and regions, making it the world's second largest fast food chain brand.

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