Five Guys to open in Beijing as more US chains hunger for success in China

Unlike earlier attempts that relied on management by overseas headquarters, US firms now favour franchising, analyst says American burger chain Five Guys will debut its first Beijing store next month, the company said last week, joining a group of US fast-food brands newly entering or accelerating their expansion in China. Chains including Wendy’s, Chili’s, Texas Chicken and Popeyes are hoping to grab a slice of the world’s second-largest consumer market as they face saturation at home, analysts said. Five Guys opened its first China outlet in Shanghai in 2021 and drew large crowds. It plans to open three locations in Beijing at popular shopping centres catering to young consumers, with site hoardings indicating opening soon. “Some smaller American chains are seeking opportunities in China to offset saturation in their domestic markets,” said Sandy Lim, China consumer analyst at S&P Global Ratings.

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