Burger King Holdings Inc aims to develop its franchise business further and has its sights set on opening more stores in airports in China to narrow the gap with rival McDonald's Corp, according to Keith T.W. Siu, general manager of Burger King (Shanghai) Restaurant Co Ltd.

Beating leading market player McDonald's and KFC, the world's second-largest burger chain operator has opened two restaurants in the new Terminal 2 at Shanghai Pudong International Airport under a tie-up with its global partner Select Service Partner Group.

The move followed its first franchised outlet opened in the third terminal at Beijing Capital Airport a month earlier after a tie-up with that airport management authority.

"Building up the brand awareness is our first step and an airport is one of our important locations (for stores)," Siu said. "We will adopt a different strategy, including franchising, in different cities."

By teaming up with SSP, Burger King is looking at another 10 major airports to quicken its store expansion nationwide. Burger King, whose signature dish is the Whopper, now owns 12 stores across China after entering in 2005.

Analysts said focusing on airports will also help Burger King overcome difficulties in finding ideal sites in China, a major reason for its slow development.

The chain signed a licensing deal with Xiamen International Trade Group.

(Shanghai Daily April 1, 2008)