Shannon Hartwig

HistoryNovember 2009, the owners

of The Melting Pot Restaurants had a vision to create a burger restaurant that offered a unique variety of high-quality food.

Opened November 2010 in the Westchase area of Tampa, Fl.

18 franchises in developmentBurger 21 has since opened

locations in Arizona, Georgia, North Carolina, Virginia, New Jersey, and New York.

Burger 21 established their“B-isms” – which range from “B-saucy” and “B-different” to “B-comfortable” and “B-involved.”

GrowthNew location to open up in

Ft. Lauderdale, Fl.

ResourcesBurger 21 is financially backed by The

Melting Pot Restaurants.The Melting Pot has 170 locations

throughout the United States, Mexico and Canada.

Since The Melting Pot has no experience in China, they will have to meet the country’s expectations before entering the international market with Burger 21.

Current Markets ServedThere are many fast-food

burger joints.Currently rated between

3.5-4 stars on yelp.comHealthier food options: the

veggie burgers, turkey burgers and sweet potato fries.

Food allergy accommodations.

Mission and Vision"To deliver chef-created

taste without the chef price.”

The melting pot wanted to create a modern fast-casual burger restaurant, offering high-quality food in a hip environment appealing to all ages.

GoalsDomestic International

Allow for an additional 6 locations within the U.S. by January 1, 2016

Open a Burger 21 in China by May 31, 2016

Earn 5% profit within the first fiscal year of opening

Product and Service Marketing

Excellent quality and a modern fast- casual dining experience

We will position Burger 21 in the high-traffic area of Beijing, China

Products Include a variety of: Beef, Chicken, Turkey,

Seafood, Sliders and Veggie Burgers.

Gourmet Dogs, Chicken Tenders, Salads, Shakes/Floats, Sundaes, Cookies and Fries.

Market DescriptionSit-down dining is popular

in major cities.Not many restaurants sell

burgers in a healthy style.Population: 1.35 billion

Beijing: 21.15 millionBeijing

Potential Buyers: Families, Teens, Tourists, Allergy Consciences

Economy increased by 7.3 percent in the last quarter of 2014

Chinese citizens vary sharply in their preferences: some wealthy consumers in China are still looking for status labels, while others try not to display their wealth.

Reasons to eat out include: being "on to go“, special occasion or to spend time with family/friends.

Ages 18-34: 3x a weekAges 35-54: 1.8x a weekConsumers tend to stay

within 10 minutes from their home

Market TrendsThe fast casual style of

burger joint dominates the industry growth.

People are more interested in a place where you can add unusual toppings to make their burger unique unlike competing fast-food burger restaurants.

The average check in the U.S. is $10.69.

Burger Consumption

Communications and Transportation

Unless you speak Chinese (Mandarin), it can be difficult to do business in many parts of China without the aid of a translator.

China has transportation systems just like the U.S.

By placing Burger 21 in a city atmosphere, it will make the restaurant easily accessed by any means of transportation.

CompetitionLocally Owned Chain Restaurants

Let’s BurgerHi-Park Bar and GrillKatchup People living in the area for a

long time are more likely go to local restaurants to eat.

Tourist to the area enjoy going to restaurants where they are used to the type of food being served and going to a place that they can’t go to in their home country.

FRIDAYSGreat Leap BrewingHooter’sMcDonaldsAlready established.Tourist know these common

restaurants.Tourists may not want to go

there because it is not new to them.

Market PotentialBurgers have been a favorite

for generations, but customers want more premium product.

A projected increase in 5.3% after our first 3 years and 3.4% by our 5th year.

There are roughly 21.15 million people in our target market, not taking into account tourism.

The restaurant industry is expected to grow by 3.4%.

The fast casual food industry accounted for $69 billion in revenue as of 2013.