A meal set consisting of two spicy chicken cutlet burgers and a cup of cola, priced at just 15.9 yuan, has been hailed as "great value" by many young professionals. Recently, Burger King China's new customized product, the "Spicy Chicken Cutlet Burger," launched on Meituan's Pinhaofan platform, has become a hot seller. This marks a deepening of the "C2M model" (Consumer to Manufacturer) collaboration between Burger King China and Pinhaofan, following the first customized product, the "Tianjiao Flavor Chicken Leg Burger," introduced last December. Data shows that in its first week of launch, the "Spicy Chicken Cutlet Burger" drove a 40% increase in overall order volume.
Burger King China's Chief Marketing Officer explained that the new product was developed based on over 100,000 pieces of authentic user review data from Pinhaofan, resulting in a combination favored by Chinese consumers: "spicy flavor + thick-cut chicken cutlet." After its launch, the product quickly rose to the top of Burger King China's bestseller list on Pinhaofan, with daily sales exceeding 20,000 orders. The previously launched customized product, the "Tianjiao Flavor Chicken Leg Burger," has also maintained steady sales growth, with average daily orders reaching 15,000.
Burger King China officially joined the Pinhaofan platform in 2024. "Since joining, Pinhaofan users have shown high acceptance of Burger King China's products, which offer good quality for the price, localized flavors, and substantial portions, resulting in outstanding repurchase rates and word-of-mouth," the CMO stated. In February of this year, Burger King China received a strategic investment of approximately 2.5 billion yuan from CPE Yuanfeng. The company is accelerating the implementation of its localization strategy, and deepening the "reverse customization" cooperation with Pinhaofan is a specific manifestation of this strategy. "We have changed the common practice of international brands directly transplanting their global menus into the Chinese market. Through co-creation with Pinhaofan, Burger King China has restructured the complete chain of product development, supply chain, and marketing, aiming to better meet consumer demand for 'quality-to-price ratio' while maintaining high quality," the CMO added.
Under the C2M cooperation model, Pinhaofan provides brands with core advantages in consumer insights, selling point definition, and supply chain efficiency improvement. Regarding consumer insights, Pinhaofan offers analysis that is closer to real consumption needs. The platform's core user group consists mainly of young office workers and students aged 18-35, who are price-sensitive yet demand quality, prefer flavors like mala and spicy, and seek "large, filling portions." These insights helped Burger King China define its R&D direction around "chicken category + spicy flavor + whole-cut chicken cutlet quality," with the price point locked between 15 and 20 yuan. "A lunch set priced lower than a cup of premium coffee, with guaranteed quality, forms the product strength foundation that drives repurchase trust," commented a food and beverage consumption researcher.
On the supply chain side, based on predictable order expectations from the Pinhaofan channel, Burger King China has shifted from "decentralized meal preparation based on historical sales forecasts" to "centralized production based on real-time, confirmed orders." This allows for large-scale procurement negotiations with ingredient suppliers, optimizes ingredient utilization, reduces waste, and further enhances the product's quality-to-price ratio. Simultaneously, Pinhaofan's "fixed price" model provides Burger King China with a clear cost structure, enabling the brand to design products based on a relatively fixed profit model, thereby optimizing supply chain efficiency.
A traditional strength of Burger King China is its strategic partnerships with leading domestic and international core ingredient suppliers, including COFCO Jiakang, Beijing Capital Agribusiness, Sunner Development, and Tyson Foods, ensuring effective quality control over key raw materials. Currently, over 97% of Burger King China's raw materials are sourced locally. The company employs a comprehensive "HACCP" food safety management system and, based on risk analysis, conducts no less than two food safety and quality audits per year for key suppliers to ensure high-standard quality.
The CMO stated that in 2025, the Pinhaofan channel contributed strong business growth for Burger King China, bringing significant order and user increments. "Pinhaofan is not only an important incremental customer acquisition channel for us, but its 'Ten Thousand Brands' plan also provides an ideal launchpad for new products, allowing us to quickly validate products using real consumption data," the CMO said. The "Ten Thousand Brands" plan, launched by Pinhaofan in July 2025, is a cooperative project aimed at providing 10,000 well-known catering brands nationwide with traffic support, joint customization services, and brand assistance. Since its inception, numerous renowned brands including KFC, Haidilao, and Luckin Coffee have collaborated with Pinhaofan to develop new products and customized meal sets. Data indicates that under the joint customization model with Pinhaofan, the efficiency of new product launches for catering brands has increased by 30%, while merchant costs have decreased by 10%.
The CMO revealed that in the future, Burger King China will continue to launch exclusive, limited-edition new products on Pinhaofan. The product category will still focus on chicken burgers, which are preferred by Chinese consumers, while expanding into more localized regional flavors. Additionally, the two parties will continue to explore combination sets of "burger + snack" to further enrich the product offerings on the Pinhaofan channel. "Jointly customized products provide an effective reference for localization needs. Products that prove successful on the Pinhaofan channel will gradually be incorporated into the dine-in and regular delivery menus," the CMO stated. Burger King China aims to achieve double-digit order growth on the Pinhaofan channel in 2026 and reach over ten million new users, positioning Pinhaofan as one of its core growth channels.
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