Chinese QSR operator Country Style Cooking Restaurant has slowed its store roll-out program to focus on redesigns.
The company says it opened five new restaurants in the June quarter, taking its network to 317. That’s 29 more than at the same time a year earlier.
“The new openings include two restaurants under the brand name Mr Rice,” the company said in a statement.
“The Company deliberately slowed down its store opening pace in the second quarter as it focused on the redesign of visual identity system to enhance brand recognition.”
That redesign program should be complete by the end of this month, signalling a return to a more aggressive store roll-out program.
Country Style expects its second quarter 2015 net revenue to be about RMB348 million, representing year-over-year growth of just 0.7 per cent.
“The lower than expected revenue was mainly due to a lower number of store openings and single digit negative same store sales in the second quarter,” it said.
Country Style Cooking Restaurant Chain Co directly operates all of its restaurants under brands of CSC and Mr Rice and is the largest quick service restaurant chain in Chongqing municipality, home to Sichuan cuisine, one of the best-known Chinese regional cuisines.
Source: insideretail.asia
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