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当汉堡包遇上中华美食的魅力，怎样的火花会迸发？告别单调的经典牛肉饼，你可曾想象把烤鸭、鱼香肉丝，或是麻婆豆腐夹进面包之间？“Tastien”快餐连锁以独创的“中式汉堡”席卷餐饮市场，重新定义了汉堡包的概念。探索中西合璧的异域风味，感受传统烘焙艺术在快餐中的独特演绎。想知道如何以小搏大，颠覆食客们的味蕾，又或是新潮品牌如何在全球化的大潮中寻找中国特色？随着Tastien连锁店的迅速扩张和营销策略的成功，让我们一起洞察这场中式汉堡的奇妙征程，见证它是如何在中华料理的熔炉中揭开新篇章。马上阅读本文，了解更多中式汉堡的摩登变革，及其在全国各地——从小城市到大都市的冲击波。
学习任务1：自主学习，并完成文章后的5道阅读理解题（难度系数相当于考研英语和托福阅读）
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!”
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.
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.
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.
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.
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.
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.■
1. Based on the text, what makes Tastien’s offerings unique compared to classic hamburgers?
A) They are cheaper than other fast food chains' products.
B) The use of regional Chinese recipes.
C) The innovative combination of sweet and savory flavors.
D) They include traditional buns and fillings like roasted duck.
2. What element of Tastien's marketing strategy is highlighted in the article?
A) Its focus on domestic expansion before international growth.
B) Its emphasis on affordability and low prices.
C) Its appeal to national pride and cultural roots.
D) Its investment in high-tech kitchen equipment.
3. The article describes "xinzhongshi" as:
A) A trend of integrating Chinese traditional crafts into modern designs.
B) A new style of cooking that merges Western ingredients with Chinese flavors.
C) A type of product branding that connects with China’s political history.
D) A cultural movement aiming to revive ancient Chinese arts.
4. What does the article imply about the success of Tastien’s products?
A) It is guaranteed by the patriotic marketing.
B) It is solely due to their low pricing strategy.
C) It is uncertain because of the mixed success of "Chinese style" products.
D) It is highly based on the originality and quality of their food.
5. How does the expansion of Tastien compare to McDonald’s according to the article?
A) Tastien has more outlets 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.
C) Tastien's numbers are 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.
学习任务2：深度学习，并着重学习文章中的语言知识点，以扩充语言表达储备，为更好地口语和写作输出打下基础。
Step aside, Ronald
让路吧，罗纳德
How China is making the burger its own
中国如何将汉堡变为自己的风格
Duck, pork, tofu—what will it be?
鸭肉、猪肉、豆腐——将会是什么呢？
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!”
乍一看，这个汉堡看起来和其他汉堡没什么两样。但仔细一看，就会发现有所不同。夹在面包之间的不是碎牛肉饼，而是烤鸭肉片。面包本身皱皱的，略带焦痕。快餐连锁店Tastien表示，这些面包是手工卷制的，采用传统的糕点制作技术。如果鸭肉不是你的菜，其他选择还有鱼香肉丝和麻婆豆腐。虽然严格来说不算是汉堡包，但Tastien的广告宣称：“中国汉堡来了！”
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.
看起来相当受欢迎。去年Tastien新增了近3500家门店，在中国的总数约为6700家。根据中国分析公司GeoHey的数据，这超过了麦当劳的6000家门店。而肯德基（11000家）和本土品牌华莱士（18000家）仍领先于快餐行业。
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.
麦当劳和肯德基将汉堡带到中国。当1987年第一家肯德基在北京开业时，顾客们排队品尝。那时候，快餐连锁店瞄准的是富裕的中国消费者。但随着收入的增加，这些餐点变得更加平价。不过，Tastien成功的很大一部分原因是它的价格，远低于西方快餐连锁店。
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.
Tastien成立于2012年，起初制作比萨饼。它从2017年开始销售汉堡。两年后，它声称自己是中国汉堡的创造者，尽管它并不是第一个提供这种东西的公司。然而，爱国主义营销效果不错。2021年，Tastien从中国风险投资公司获得了1.2亿元人民币（1900万美元）的投资。直到最近，它一直专注于那些面临西方连锁店较少竞争的小城市。
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.
如今，它开始在广州和上海等大城市挑战竞争对手。而且竞争在加剧。诸如跑步熊猫和出征等本地快餐连锁店也吸引了大笔投资。这些较小的连锁店中有许多提供与Tastien类似的汉堡，并采用了强调其中国渊源的营销策略。
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.
中国汉堡是一个更广泛趋势的一部分，这个趋势被称为“新中式”（新中国风格），企业将中国传统文化的元素融入到他们的产品和品牌中去。"中国风格"的标签被用于从咖啡到炸鸡的各种商品。这一潮流带有政治色彩。公司正利用年轻人的民族主义倾向。
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.
这种类型的营销并不能保证成功。中国的茶馆有数百年的历史，但一些最近以“中国风格”为旗帜开张的茶馆仍在挣扎。同样，一些出售中国传统馒头的商贩也是如此。中国风格的冰激凌没能流行开来或许并不奇怪。这个标签常常看起来像是噱头，贴在与传统文化关系不大的产品上。对于汉堡也可以这么说。幸好Tastien的汉堡很便宜。■
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