SOFT DATA
Burger King (BK) the second largest global chain of hamburger fast food restaurants in the world with 14,000 outlets in more than 100 countries. They entered the Chinese market in 2005. BK’s China strategy differs from other American chains by creating a more upscale image, charging a little more for food and designing interiors to have a modern premium feel. BK targets young, more individualistic diners in big cities. Its Beijing restaurant even plays pop music from the West in their MP3 corner, and has an art gallery wall to display art works by Sino-American artists.
