Like so many other US companies, Burger King (BKC) is looking to China for big growth. The US hamburger chain has about a third of its sales outside the US. It thinks it can move that to 50%. Chief Executive John Chidsey told Reuters the regional drive would help the company rake in half its revenue from non-U.S. markets in four to five years, as the burger chain returns to markets such as Japan which it pulled out of in the 1990s, pummeled by heated competition.
There is that part about being beat up by competition.
Like many other companies that want to seek their fortunes in Asia, BKC may find that the fact that there are a lot of potential customers in China and Japan will not matter.
McDonald’s (MCD) already has all the best street corners, and local fast food chains are all over Asia.
Nice for Burger King to dream, but if wishes were horses all the beggars would ride.
Douglas A. McIntyre
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