Tianjing-based Ting Hsin International Group opened its first noodle restaurant in Beijing last week and plans to have 1,000 outlets running across the Chinese mainland in the next 10 years.The group, known for its instant noodle brand MasterKong, also has its eyes on Shanghai.

"We plan to open four to five restaurants in Beijing by the end of this year and then move into Shanghai," said a company spokesperson surnamed Zhao. The company said it is considering franchising to help implement its expansion plan, but that's still in the planning stage.

"The only potentially strong competitor is Japanese Ajisen Noodles, with both targeting the medium-range market," said He Yizhao, an analyst at the Shanghai Restaurant Association. "We welcome the competition, since the noodle sector is far from reaching a saturation point. More competitors mean consumers will have more choices," said Wang Fang of Ajisen Noodle China.

Last year, fast food accounted for more than 35 percent of the turnover for the country's top 100 catering brands, according to China Commercial Information Center.

In addition to MasterKong Noodle Restaurant, Ting Hsin International Group also owns the Western-style fast-food brand Dicos, which ranks third among the top 10 fast-food brands in China, following Yum! Restaurants China and McDonald's China. Dicos had 500 outlets across China's mainland in 2005 and will open to 1,000 by 2010, according to the company's Website.

Source:佚名