Texas Chicken, a prominent quick-service restaurant chain, is set to expand its footprint to China. The company plans to inaugurate its first restaurant in the country later in the year, following a significant deal to open over 600 establishments nationwide.
China: The 27th International Market
The upcoming debut of Texas Chicken in China signifies its entry into its 27th international market. The first restaurant under this brand will be launched in Shanghai this summer, followed by additional outlets in various locations. The company aims to create a robust presence in the Chinese market by opening more than 600 restaurants throughout the country.
Strategic Partnership with Deke Shengtang
To facilitate its successful entry into the Chinese market, Texas Chicken has formed a strategic alliance with Deke Shengtang, a renowned local operator for several quick-service restaurant brands. The partnership entails a franchise agreement that will see the development of 600 or more restaurants across China in the coming years.
According to Texas Chicken, this franchising agreement marks the company’s most significant international development deal to date, reflecting its long-term confidence in the Chinese market.
Executives’ Insights
Roland Gonzalez, the CEO of Texas Chicken, stated, “China is one of the most dynamic and influential consumer markets globally, and we are entering it with a brand primed for connection – boasting big flavour, real value, and a spirit that unifies people.”
Tim Wadell, EVP of International Business at Texas Chicken, further stated, “The team at Deke Shengtang brings the local expertise and ambition we seek in a partner.”
The company will release more details about the restaurant design, locations, and future openings in China as the launch date approaches.
Company Background
George W Church Sr established Church’s Texas Chicken in San Antonio, Texas, in 1952. Texas Chicken, the sister brand, oversees operations outside the US. The quick-service restaurant chain currently operates over 1400 locations worldwide.
Questions & Answers
What is the significance of Texas Chicken’s entry into China?
Texas Chicken’s entry into China marks its expansion into its 27th international market, representing a significant milestone in the company’s global growth strategy.
Who has Texas Chicken partnered with for its market entry into China?
Texas Chicken has formed an alliance with Deke Shengtang, a leading local operator of multiple quick-service restaurant brands, to facilitate its market entry into China.
What is the expected number of Texas Chicken restaurants in China?
Following a franchise agreement with Deke Shengtang, Texas Chicken plans to develop 600 or more restaurants across China in the next few years.
Source: Retail News Asia
