First of all, I think there is a market for not just Tastien, but any Chinese dish in the U.S. or other developed Western countries. My judgment is not just a gut feeling, but rather based on data. According to a 2019 survey conducted by YouGov, a global public opinion and data company, 84% of American natives - people who were born and raised in the U.S. liked Chinese cuisine. Chinese cuisine is the third most-like cuisine style in the U.S. In other developed Western countries, the percentages of population who liked Chinese cuisine were: 86% in Britain, 81% in Finland, 80% in France, 77% in Norway, 74% in Sweden, 78% in Germany and 73% in Denmark. These numbers indicated that an overwhelming majority of the population in Western countries liked Chinese cuisine. Second, Tastien's burgers look more like Rou Jia Mo than burgers. To many Americans, Rou Jia Mo is not completely unheard of. There are a plethora of English articles about Rou Jia Mo on the Internet, telling readers what it is and teaching them how to make it at home. American newspapers had published articles about Ro Jia Mo as well. Frozen Rou Jia Mo buns have been sold in the U.S. for a long time. I just watched a TikTok video about an American young lady cooking and eating frozen Rou Jia Mo buns she bought. After cooking the buns according to the instructions on the package, she filled the buns with meat and other kinds of ingredients - just like what Chinese would do. In short, I think many Americans will be quite receptive to what Tastien has to offer. However, should it plan to operate in the U.S., the company will need to Americanize the flavors of its menu items to fit its American customers' taste buds. For example, many Chinese dishes tend to be sweeter and heavier in the U.S. In addition, Americans also has a higher preference for deep fried food than Chinese. Chinese may like their food stewed, braised, baked or steamed, but Americans like it deep fried. The third reason is simple: as more and more Chinese migrate to the U.S. or come to the U.S. to work or study, the demand for Chinese food is bound to increase. All things considered, I think there is market potential for Tastien in the U.S. or other developed Western countries.
