SHANGHAI: In the bustling landscape of fast-food chains in China, Tastien, a Chinese burger chain hailing from Fujian province in East China, often goes unnoticed by many.
With just 22 stores in Beijing, Tastien pales in comparison to the wide presence of quick-service restaurants, or QSR giants such as McDonald’s and KFC.
Nestled in remote corners of the city, Tastien remains elusive to most, who are yet to savour its delectable Chinese buns.
Attempts to describe the unique flavour of Tastien burgers as compared to Western counterparts often prove inadequate.
The rise of Tastien, nevertheless, represents a growing appetite among young consumers for fast food that celebrates Chinese culinary traditions and ingredients.
Tastien’s buns and minced meat have their origins in roujiamo, a local snack from Shaanxi province in Northwest China.
Tastien infuses its menu, branding, products and store design with Chinese cultural elements.
While Tastien may still be relatively unknown in major cities, its name resonates strongly in Second and Third-Tier cities, reaching rural regions, where it faces less competition from global fast-food labels. — China Daily/ANN
