/PRCWT/Beijing, November 3, 2023 - Recently, Tustin has carried out 3.0 brand upgrade, from the product perspective, proposed a new concept of "is the Chinese stomach, love China burger", which is a further refinement of Tustin's product differentiation advantages, especially the "hand-baked" and "Chinese stuffing" two major features. We continue to launch creative hamburgers full of regional characteristics, such as Mapo tofu burger, Beijing Roast Duck burger, fish sweet shredded meat burger, etc., so that the taste of hamburgers is infinitely close to the "Chinese stomach", and constantly expand the product boundary of Chinese hamburgers.
Tustin draws inspiration from the traditional Chinese pastry making process, adhere to the "hand-rolling and baking" process, each burger embryo is made through the four steps of "rolling, spreading, stretching and baking", and is determined to become the "hand-rolling and baking Chinese burger pioneer", creating a new category.
At the same time, Chinese diet pays attention to the "five flavors of harmony", Tustin in the research and development of stuffing to follow the "five flavors of harmony" of the Chinese diet, the allocation of sour, sweet, bitter, spicy, salty five flavors, to achieve the sense of flavor harmony, improve the burger category, such as innovation in traditional dishes, but also increased the proportion of vegetables, with kale instead of lettuce, the use of Sichuan spicy Hunan spicy and other spicy.
Cooking, the most afraid is that there is no innovation and memory points. Although many jokes say that the Chinese hamburger is not a modified version of Rou Jia mo? But this is the key to Tustin highlight the Western hamburger surround, there is discussion, there is a topic naturally led to a variety of punch grass assessment, as long as the product is excellent, the trend can be transformed into consumption, and then form a reputation. From the current form, Tustin has gone through this road and played the brand.
The visual aspect further strengthens the Oriental aesthetic style. From the original local Chinese style of prosperity and prosperity to the new Chinese style of lively and restrained, more simple and flat and more young. The most important change is that this time Tustin takes the traditional cultural symbol of "Chinese kung fu" to interpret the cultural connotation of Chinese burgers.
Kung fu emphasizes "one minute on the stage, ten years under the stage", and it takes time and energy to practice into a real force. Much like the Tustin burger process, the rolling, spreading, straining and roasting steps are standardized in order to produce a good size, uniform thickness of the burger.
In addition to product innovation, the market sinking strategy not only let Tustin successfully avoid the brutal competition in the Red Sea of catering in the big cities, but also let them become a group of people who eat crabs in the sinking blue sea market, successfully occupied the user's mind and obtained market opportunities. For a brand with long-term vitality, popular products are of course the first, but also need to have the cultural connotation and value concept recognized by the public, so as to build the emotional connection between the brand and consumers, and win more solid user loyalty.
Tustin takes "honesty, diligence, studiousness and altruism" as the value orientation, shoulders the corporate mission of "making Chinese burgers and promoting Chinese culture", firmly holds the overall view of brand development of "Hamburg in China and brand globalization", and interprets the brand concept from the perspective of Chinese culture from the three dimensions of "brand, product and customer".
