In an exclusive interview with Foodinc, Tang Junzhang, the new Chief Marketing Officer (CMO) of Burger King China, discussed the brand’s upcoming “Signature Burgers, Weekly for 9.9 RMB” campaign and the strategies Burger King is deploying to thrive in the highly competitive market.

Burger King China announced that starting from August 5, it would launch the “Signature Burgers, Weekly for 9.9 RMB” promotion, slashing the price of four signature burgers to just 9.9 RMB each over the course of four weeks. This marks Burger King’s entry into the price war in China’s fast-food sector.

Tang explained that while the 9.9 RMB price point may not generate immediate profits, the goal is to attract customers to experience Burger King's products and turn them into brand fans, thereby expanding market share.

The promotion, which runs from August 5 to September 1, offers a signature burger at the discounted price each week, available for dine-in, delivery, and e-commerce channels, with no minimum spending required.

Clearly, this promotion is aimed at directly competing with McDonald’s and KFC. Tang noted that Burger King aims to work alongside competitors to expand the overall scale and presence of Western fast-food chains in China. However, behind the simple discount lies a more complex operational strategy designed to strike a balance between lowering prices and maintaining profitability.

Burger King’s three core strategies—trade in (attract customers), trade across (encourage add-ons), and trade up(promote upgrades)—are aimed at exceeding customer expectations, encouraging them to purchase more, and enticing them to try more premium products.

Tang emphasized that in the foodservice retail industry, focusing on three core elements—product, price, and service—is key, and finding breakthroughs within these areas is critical.

Currently, Burger King China boasts over 100 million members, with around 30 million active users within a 30-day period. The company is committed to further strengthening its membership program and digital services. Burger King aims to offer more emotional value to its customers, making the brand feel fun and engaging.