Burger companies make a play for China

10/29/2008 | Economist (free content), The

Two American companies have dominated China's quickservice scene for 20 years: McDonald's and Yum! Brands, which owns KFC and Pizza Hut. Now, Burger King is joining the fight. The world's No. 2 burger chain plans to expand its presence in China with up to 300 new outlets over the next five years. The Whopper -- known in China as the Emperor Burger -- won't have an easy reign: Chinese prefer chicken to beef. Burger King, though, benefits from McDonald's extensive marketing campaign to overcome this cultural preference.

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Economist (free content), The

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