Burger King in China

China’s annual 200 billion yuan (USD $29 billion) fast-food market has garnered the attention of yet another large US chain, Burger King. While they have only been installed in mainland China since 2005, they’re tactic will be to go after a more youthful crowd in metropolitan zones where consumers want to freshen their image by tasting what is newest on the market. The culturally tied preference for chicken over beef, the primary ingredient in the chain’s sandwiches, is one hurdle the company needs to think about carefully. Consumers may demand this American style eatery, but deep-rooted hierarchies of taste and gastronomy still rule. Read more in this Economist article.