Screenshot from Sohu News
Teacher Wang Long freshly released the Tustin China Burger Report, and I later discovered that this Chinese local burger has 5686 stores in 245 cities across the country (using the official website data after cleaning)! I have always wanted to try Beijing Roast Duck Castle and Mapo Tofu Castle, but unfortunately, there are only 2 stores in Beijing Tustin, and the chance of passing by is small, it seems that I have to make a special trip to An Zhen to visit.
Screenshot from Extreme Sea Brand Monitoring Data Exploration (https://stores.geohey.com/explore/poi)
The screenshot is from the Tastin China Hamburg of the Extreme Sea Brand Monitoring Report, and the monitoring time is 20221101-20230831
After reading the report, I immediately moved my mind, burger than burger! The number of Tustin stores is comparable to McDonald's and KFC? Check the number of stores on our brand monitoring platform, it is simple, it is still a certain distance from KFC's 10173, but it has exceeded McDonald's 5514!
Comparison of the distribution of Tustin and McDonald's stores
There is a picture and there is a truth, do not compare and do not know. Looking at the color of the map (the blue province indicates that Tustin is dominated by Chinese burgers, the red province is McDonald's), and at a glance, you can conclude that Tustin's main market is in the center and south. In addition to two large economic provinces, Guangdong and Shanghai, which are slightly inferior to McDonald's, the absolute number of stores in Guangdong is still not to be underestimated. Looking at the numbers, in the three eastern provinces, Tustin only has 72 stores in Liaoning, most of which are concentrated in Shenyang. And Beijing? It's 2:417!
I saw that Tustin paid more attention to Shenyang than to Beijing
Looking at the other three first-tier cities, in addition to Guangzhou and Shenzhen, there are hundreds of stores, Shanghai can also open a scale of 58, Beijing has no reason to contribute only the name of "Beijing Roast Duck Castle".
Looking at the past 10 months alone, Tustin China Burger has grown by 100% in operation, with 2,842 new stores opened during this period, with the strongest month being July 2023, reaching 566. In contrast, only 3 stores were closed during the monitoring period, and the closure rate was almost 0%. This figure not only shows the strong development momentum of Tustin China Hamburg, but also looks like it is doing a very good job in terms of management. The three closed stores have an average of more than 5 months old.
Beijing's low allocation is most likely because it is located in the north, and it is a city with ultra-high rents. Judging from the map, in the strategic layout of Tustin, the importance of the region is obviously high in the south and low in the north. Although Tustin's unit price is lower than McDonald's, the main customer force is not currently aimed at the sinking market. By observing the proportion of Tustin China Hamburg in different levels of cities, we find that Tustin China Hamburg is mainly concentrated in first-tier and new first-tier cities, while the distribution in third-tier cities and below is relatively low.
From the increase in the number of stores on the margins of each city, Shenyang, Shijiazhuang, Xi'an, Zhengzhou and Chengdu are a little more prominent, although Guangzhou, Shenzhen and Wuhan only have the national average new growth rate, but after all, the base is large. In terms of total numbers, the number of new stores opened in cities with large marginal growth accounted for 20% of the total number of new stores opened during the statistical period, indicating that Tustin Chinese Hamburg is beginning to pay attention to northern cities.
Mr. Wang Long's report also analyzed the 32 important cities that Tustin has laid out, the location tendency in each city, and the density of stores. Extreme Sea will continue to aggregate Tustin store locations from multiple sources of data. Incidentally, Tustin does not take location data very seriously (perhaps unable to obtain franchisee data). Go to the store inquiry on the official website, click on the first city Beijing, the first store on the list is actually ** Nanjing Yunmicheng store, and the so-called more than a dozen stores in Beijing are Zhang Guan Li Dai in other cities. ** If you look at Shanghai, it's the same, it's not a day or two anymore. An external face has not been paid much attention to for a long time, so how much attention the brand side attaches to store data, whether it intends to make good use, such as scientific location selection and layout, it is difficult to imagine how much investment Tustin will have.
Screenshot from Tustin China Hamburg official website Screenshot from Tustin China Hamburg official website
Back to interpreting the data. If you look at the data purely in Excel, I am basically insensitive like you; If it is accompanied by maps and other charts, it has some more perceptual cognition; Reading the report again, it seems that you can talk to Tustin's network planning colleagues. If I add a little emotion, I, who has never eaten a tustin burger, began to look forward to another 10,000-store-sized fast food chain.
Whether it's a Western-style meat dumpling or a Chinese-style big burger, Tustin's story tells you that in the fast-paced era, there is still a big market for fast food for the younger generation of target people who want to lie flat and can't lie flat. China is so big, even if it succeeds like KFC and McDonald's, there are more virgin lands than you think, and there are countless potential confluence areas waiting for Tustins to explore.
For fast-food chain brands cultivating China, this is an extension of the Tamen brand, and it also has an additional option to save energy and physical energy, obtain from the outside and maintain a more accurate operational strategic plan for a long time; For Jihai users who pay attention to data analysis, there is another data resource that can be used to observe and understand how to shape the development of brands through data-driven decision-making.
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Photo, text / Wang Hao, CEO of Jihai