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文章導讀：
當漢堡包遇上中華美食的魅力，怎樣的火花會迸發？告別單調的經典牛肉餅，你可曾想象把烤鴨、魚香肉絲，或是麻婆豆腐夾進麵包之間？“Tastien”快餐連鎖以獨創的“中式漢堡”席捲餐飲市場，重新定義了漢堡包的概念。探索中西合璧的異域風味，感受傳統烘焙藝術在快餐中的獨特演繹。想知道如何以小搏大，顛覆食客們的味蕾，又或是新潮品牌如何在全球化的大潮中尋找中國特色？隨著Tastien連鎖店的迅速擴張和營銷策略的成功，讓我們一起洞察這場中式漢堡的奇妙征程，見證它是如何在中華料理的熔爐中揭開新篇章。馬上閱讀本文，瞭解更多中式漢堡的摩登變革，及其在全國各地——從小城市到大都市的衝擊波。
學習任務1：自主學習，並完成文章後的5道閱讀理解題（難度係數相當於考研英語和託福閱讀）
Step aside, Ronald
How China is making the burger its own
Duck, pork, tofu—what will it be?
Jan 18th 2024
AT FIRST GLANCE, the burger appears like any
other. But on closer inspection, something is different. Pressed between the
buns is not a patty of minced beef, but morsels of roasted duck. The buns
themselves are wrinkled and slightly charred. They are hand-rolled and made
using traditional pastry-making techniques, says Tastien, the fast-food chain
serving up this meal. If duck isn’t your thing, other options include
fish-fragrant shredded pork and mapo tofu. Though not technically a hamburger,
Tastien’s ads declare, “The Chinese hamburger is here!”
other. But on closer inspection, something is different. Pressed between the
buns is not a patty of minced beef, but morsels of roasted duck. The buns
themselves are wrinkled and slightly charred. They are hand-rolled and made
using traditional pastry-making techniques, says Tastien, the fast-food chain
serving up this meal. If duck isn’t your thing, other options include
fish-fragrant shredded pork and mapo tofu. Though not technically a hamburger,
Tastien’s ads declare, “The Chinese hamburger is here!”
It appears to be popular. Last year
Tastien added nearly 3,500 stores, for a total of around 6,700 in China. That
is more than McDonald’s, which has 6,000, according to GeoHey, a Chinese
analytics firm.KFC (11,000) and local brand Wallace (18,000) still
lead the fast-food industry.
Tastien added nearly 3,500 stores, for a total of around 6,700 in China. That
is more than McDonald’s, which has 6,000, according to GeoHey, a Chinese
analytics firm.KFC (11,000) and local brand Wallace (18,000) still
lead the fast-food industry.
McDonald’s andKFC brought
burgers to China. When the first KFC opened in Beijing in 1987,
customers queued up to get a taste. Back then the fast-food chains targeted
well-off Chinese. But as incomes rose, such meals grew more affordable. Still,
a big part of Tastien’s success is its prices, which are well below those of
Western fast-food chains.
burgers to China. When the first KFC opened in Beijing in 1987,
customers queued up to get a taste. Back then the fast-food chains targeted
well-off Chinese. But as incomes rose, such meals grew more affordable. Still,
a big part of Tastien’s success is its prices, which are well below those of
Western fast-food chains.
Founded in 2012, Tastien started out
making pizzas. It began selling burgers in 2017. Two years later it claimed to
be the creator of the Chinese hamburger, though it was hardly the first to
offer such a thing. Still, the patriotic marketing has gone down well. Tastien
received a 120m yuan ($19m) investment from Chinese venture-capital firms in
2021. Until recently, it has focused on smaller cities where it faces less
competition from Western chains.
making pizzas. It began selling burgers in 2017. Two years later it claimed to
be the creator of the Chinese hamburger, though it was hardly the first to
offer such a thing. Still, the patriotic marketing has gone down well. Tastien
received a 120m yuan ($19m) investment from Chinese venture-capital firms in
2021. Until recently, it has focused on smaller cities where it faces less
competition from Western chains.
Now it is taking on rivals in big
cities like Guangzhou and Shanghai. And the competition is growing. Local
fast-food chains such as Running Panda and Chuzheng have also attracted
sizeable investments. Many of these smaller chains offer burgers similar to
Tastien’s and have adopted marketing strategies that emphasise their Chinese
origins.
cities like Guangzhou and Shanghai. And the competition is growing. Local
fast-food chains such as Running Panda and Chuzheng have also attracted
sizeable investments. Many of these smaller chains offer burgers similar to
Tastien’s and have adopted marketing strategies that emphasise their Chinese
origins.
Chinese burgers are part of a wider
trend, calledxinzhongshi (new
Chinese style), which sees companies infusing elements from traditional Chinese
culture into their products and branding. The label “Chinese style” has been
attached to everything from coffee to fried chicken. There is a political tinge
to the fad. Companies are capitalising on the nationalist tendencies of young
people.
trend, calledxinzhongshi (new
Chinese style), which sees companies infusing elements from traditional Chinese
culture into their products and branding. The label “Chinese style” has been
attached to everything from coffee to fried chicken. There is a political tinge
to the fad. Companies are capitalising on the nationalist tendencies of young
people.
This type of marketing is no
guarantee of success. Tea-houses in China date back hundreds of years, but some
that have opened recently under the “Chinese style” banner are still
struggling. So too are some vendors of steamed buns, which originated in China
long ago. It is perhaps less of a surprise that Chinese-style ice cream has not
taken off. The label can often seem like a gimmick, attached to products that
have little to do with traditional culture. One might say the same about
burgers. Good thing Tastien’s are cheap.■
guarantee of success. Tea-houses in China date back hundreds of years, but some
that have opened recently under the “Chinese style” banner are still
struggling. So too are some vendors of steamed buns, which originated in China
long ago. It is perhaps less of a surprise that Chinese-style ice cream has not
taken off. The label can often seem like a gimmick, attached to products that
have little to do with traditional culture. One might say the same about
burgers. Good thing Tastien’s are cheap.■
1. Based on the text, what
makes Tastien’s offerings unique compared to classic hamburgers?
makes Tastien’s offerings unique compared to classic hamburgers?
A) They are cheaper than
other fast food chains' products.
other fast food chains' products.
B) The use of regional
Chinese recipes.
Chinese recipes.
C) The innovative
combination of sweet and savory flavors.
combination of sweet and savory flavors.
D) They include traditional
buns and fillings like roasted duck.
buns and fillings like roasted duck.
2. What element of Tastien's
marketing strategy is highlighted in the article?
marketing strategy is highlighted in the article?
A) Its focus on domestic
expansion before international growth.
expansion before international growth.
B) Its emphasis on
affordability and low prices.
affordability and low prices.
C) Its appeal to national
pride and cultural roots.
pride and cultural roots.
D) Its investment in
high-tech kitchen equipment.
high-tech kitchen equipment.
3. The article describes
"xinzhongshi" as:
"xinzhongshi" as:
A) A trend of integrating
Chinese traditional crafts into modern designs.
Chinese traditional crafts into modern designs.
B) A new style of cooking
that merges Western ingredients with Chinese flavors.
that merges Western ingredients with Chinese flavors.
C) A type of product
branding that connects with China’s political history.
branding that connects with China’s political history.
D) A cultural movement
aiming to revive ancient Chinese arts.
aiming to revive ancient Chinese arts.
4. What does the article
imply about the success of Tastien’s products?
imply about the success of Tastien’s products?
A) It is guaranteed by the
patriotic marketing.
patriotic marketing.
B) It is solely due to their
low pricing strategy.
low pricing strategy.
C) It is uncertain because
of the mixed success of "Chinese style" products.
of the mixed success of "Chinese style" products.
D) It is highly based on the
originality and quality of their food.
originality and quality of their food.
5. How does the expansion of
Tastien compare to McDonald’s according to the article?
Tastien compare to McDonald’s according to the article?
A) Tastien has more outlets
than McDonald’s in China due to its aggressive expansion.
than McDonald’s in China due to its aggressive expansion.
B) Tastien's growth has been
comparable to McDonald's but with a focus on smaller cities.
comparable to McDonald's but with a focus on smaller cities.
C) Tastien's numbers are
insignificant when compared to the worldwide presence of McDonald's.
insignificant when compared to the worldwide presence of McDonald's.
D) McDonald's has seen a
more successful expansion as it targets more affluent Chinese consumers.
more successful expansion as it targets more affluent Chinese consumers.
學習任務2：深度學習，並著重學習文章中的語言知識點，以擴充語言表達儲備，為更好地口語和寫作輸出打下基礎。
Step aside, Ronald
讓路吧，羅納德
How China is making the
burger its own
burger its own
中國如何將漢堡變為自己的風格
Duck, pork, tofu—what will
it be?
it be?
鴨肉、豬肉、豆腐——將會是什麼呢？
At first glance, the burger
appears like any other. But on closer inspection, something is
different. Pressed between the buns is not a patty ofmincedbeef, but morsels of roasted duck. The buns themselves are wrinkledand slightly charred. They are hand-rolled and made using traditional pastry-making
techniques, says Tastien, the fast-food chainserving up this
meal. If duck isn’t your thing, other options include fish-fragrantshreddedpork and mapo tofu. Though not technically a hamburger, Tastien’s ads
declare, “The Chinese hamburger is here!”
appears like any other. But on closer inspection, something is
different. Pressed between the buns is not a patty ofmincedbeef, but morsels of roasted duck. The buns themselves are wrinkledand slightly charred. They are hand-rolled and made using traditional pastry-making
techniques, says Tastien, the fast-food chainserving up this
meal. If duck isn’t your thing, other options include fish-fragrantshreddedpork and mapo tofu. Though not technically a hamburger, Tastien’s ads
declare, “The Chinese hamburger is here!”
乍一看，這個漢堡看起來和其他漢堡沒什麼兩樣。但仔細一看，就會發現有所不同。夾在麵包之間的不是碎牛肉餅，而是烤鴨肉片。麵包本身皺皺的，略帶焦痕。快餐連鎖店Tastien表示，這些麵包是手工卷制的，採用傳統的糕點製作技術。如果鴨肉不是你的菜，其他選擇還有魚香肉絲和麻婆豆腐。雖然嚴格來說不算是漢堡包，但Tastien的廣告宣稱：“中國漢堡來了！”
It appears to be popular.
Last year Tastien added nearly 3,500 stores, for a total of around 6,700
in China. That is more than McDonald’s, which has 6,000, according to GeoHey, a
Chinese analytics firm. KFC (11,000) and local brand Wallace (18,000)
still lead the fast-food industry.
Last year Tastien added nearly 3,500 stores, for a total of around 6,700
in China. That is more than McDonald’s, which has 6,000, according to GeoHey, a
Chinese analytics firm. KFC (11,000) and local brand Wallace (18,000)
still lead the fast-food industry.
看起來相當受歡迎。去年Tastien新增了近3500家門店，在中國的總數約為6700家。根據中國分析公司GeoHey的資料，這超過了麥當勞的6000家門店。而肯德基（11000家）和本土品牌華萊士（18000家）仍領先於快餐行業。
McDonald’s and KFC brought
burgers to China. When the first KFC opened in Beijing in 1987, customers queuedup to get a taste. Back then the fast-food chains targeted well-offChinese. But as incomes rose, such meals grew more affordable. Still, a
big part of Tastien’s success is its prices, which are well below those of
Western fast-food chains.
burgers to China. When the first KFC opened in Beijing in 1987, customers queuedup to get a taste. Back then the fast-food chains targeted well-offChinese. But as incomes rose, such meals grew more affordable. Still, a
big part of Tastien’s success is its prices, which are well below those of
Western fast-food chains.
麥當勞和肯德基將漢堡帶到中國。當1987年第一家肯德基在北京開業時，顧客們排隊品嚐。那時候，快餐連鎖店瞄準的是富裕的中國消費者。但隨著收入的增加，這些餐點變得更加平價。不過，Tastien成功的很大一部分原因是它的價格，遠低於西方快餐連鎖店。
Founded in 2012, Tastien started
out making pizzas. It began selling burgers in 2017. Two years later it
claimed to be the creator of the Chinese hamburger, though it was hardly the
first to offer such a thing. Still, the patrioticmarketing has
gone down well. Tastien received a 120m yuan ($19m) investment from Chinese venture-capitalfirms in 2021. Until recently, it has focused on smaller cities where it
faces less competition from Western chains.
out making pizzas. It began selling burgers in 2017. Two years later it
claimed to be the creator of the Chinese hamburger, though it was hardly the
first to offer such a thing. Still, the patrioticmarketing has
gone down well. Tastien received a 120m yuan ($19m) investment from Chinese venture-capitalfirms in 2021. Until recently, it has focused on smaller cities where it
faces less competition from Western chains.
Tastien成立於2012年，起初製作比薩餅。它從2017年開始銷售漢堡。兩年後，它聲稱自己是中國漢堡的創造者，儘管它並不是第一個提供這種東西的公司。然而，愛國主義營銷效果不錯。2021年，Tastien從中國風險投資公司獲得了1.2億元人民幣（1900萬美元）的投資。直到最近，它一直專注於那些面臨西方連鎖店較少競爭的小城市。
Now it is taking on rivalsin big cities like Guangzhou and Shanghai. And the competition is growing.
Local fast-food chains such as Running Panda and Chuzheng have also attracted sizeableinvestments. Many of these smaller chains offer burgers similar to Tastien’s
and have adopted marketing strategies that emphasise their Chinese origins.
Local fast-food chains such as Running Panda and Chuzheng have also attracted sizeableinvestments. Many of these smaller chains offer burgers similar to Tastien’s
and have adopted marketing strategies that emphasise their Chinese origins.
如今，它開始在廣州和上海等大城市挑戰競爭對手。而且競爭在加劇。諸如跑步熊貓和出征等本地快餐連鎖店也吸引了大筆投資。這些較小的連鎖店中有許多提供與Tastien類似的漢堡，並採用了強調其中國淵源的營銷策略。
Chinese burgers are part
of a wider trend, called xinzhongshi (new Chinese style), which sees
companies infusing elements from traditional Chinese culture into
their products and branding. The label “Chinese style” has been attached to
everything from coffee to fried chicken. There is a political tingeto the fad. Companies are capitalising on the nationalisttendencies of young people.
of a wider trend, called xinzhongshi (new Chinese style), which sees
companies infusing elements from traditional Chinese culture into
their products and branding. The label “Chinese style” has been attached to
everything from coffee to fried chicken. There is a political tingeto the fad. Companies are capitalising on the nationalisttendencies of young people.
中國漢堡是一個更廣泛趨勢的一部分，這個趨勢被稱為“新中式”（新中國風格），企業將中國傳統文化的元素融入到他們的產品和品牌中去。"中國風格"的標籤被用於從咖啡到炸雞的各種商品。這一潮流帶有政治色彩。公司正利用年輕人的民族主義傾向。
This type of marketing is no
guarantee of success. Tea-houses in China date back hundreds of years,
but some that have opened recently under the “Chinese style” banner are
still struggling. So too are some vendors of steamed buns, which originatedin China long ago. It is perhaps less of a surprise that Chinese-style
ice cream has not taken off. The label can often seem like a gimmick,
attached to products that have little to do with traditional culture.
One might say the same about burgers. Good thing Tastien’s are cheap.
guarantee of success. Tea-houses in China date back hundreds of years,
but some that have opened recently under the “Chinese style” banner are
still struggling. So too are some vendors of steamed buns, which originatedin China long ago. It is perhaps less of a surprise that Chinese-style
ice cream has not taken off. The label can often seem like a gimmick,
attached to products that have little to do with traditional culture.
One might say the same about burgers. Good thing Tastien’s are cheap.
這種型別的營銷並不能保證成功。中國的茶館有數百年的歷史，但一些最近以“中國風格”為旗幟開張的茶館仍在掙扎。同樣，一些出售中國傳統饅頭的商販也是如此。中國風格的冰激凌沒能流行開來或許並不奇怪。這個標籤常常看起來像是噱頭，貼在與傳統文化關係不大的產品上。對於漢堡也可以這麼說。幸好Tastien的漢堡很便宜。■
