It is believed that the two agencies will make presentations relating to the company’s brand positioning in the mainland.
At present, Burger King counts just 12 stores in China, well behind KFC’s 2,000 and McDonald’s 800, but has earmarked rapid expansion over the next five years.
At present, Burger King counts just 12 stores in China, well behind KFC’s 2,000 and McDonald’s 800, but has earmarked rapid expansion over the next five years.
According to sources, the brand’s low penetration in China means that it must create a positioning that is based on more than just the quality of its food.
Representatives from both agencies declined to comment, while Burger King did not respond at press time.
See Analysis 2, page 19
