Tastien

Company Introduction
Tastien was founded in 2012 and is a chain catering brand focusing on "hand-rolled and freshly baked" Chinese burgers. The company headquarters is located in the beautiful Fuzhou City, Fujian Province.
Tastien inherits traditional Chinese pastry craftsmanship, developing the "hand-rolled and freshly baked" bun, creating a new category of Chinese burgers. Unlike the soft texture of Western burger buns, Tastien's Chinese burgers are chewy and resilient, highly distinctive, and well received and loved by consumers.
Tastien adheres to the product philosophy of "daily hand-rolled freshness, only fresh satisfies the stomach," forming a differentiated competitive advantage.
As of October 2025, Tastien has established over 10,000 stores across the country, covering more than 300 cities, becoming a national burger brand deeply loved by Chinese consumers.


Development History
2012: Dreams sprouted, starting in Jiangxi; the Tastien brand was born, with its first store in Nanchang.
2015: Innovative techniques, rebirth; core process innovation, adopting internet marketing strategies, achieving booming sales.
2017: Facing the brand, innovating categories; Tastien launched a dual-category product model of "burger + pizza," actively exploring corporate branding.
2018: Freshly baked buns, redefining burgers; the core product competitiveness of "hand-rolled and freshly baked buns" emerged, redefining burgers with Chinese techniques.
2019: Eastern flavors, Chinese burgers; Tastien pioneered the new category of "Chinese burgers," using products as a vehicle to inherit cultural heritage, and redefined its brand positioning. The same year, it launched the "Eastern Flavor Awakening Plan," pairing Chinese-style buns with national-flavored fillings, to be China's own burger brand!
2020: National flavors sweeping, triumphing in a hundred cities; Tastien achieved brand upgrading, officially entering the Brand 2.0 era, building ethnic pride and confidence in the minds of audiences, and aspired to be a pioneer in "expressing Chinese culture through Chinese flavors."
2021: Group strategy, a thousand stores competing; Tastien, centered on its brand differentiation of hand-rolled and freshly baked buns, proposed the brand slogan "We only make hand-rolled Chinese burgers," creating favorable brand assets. Tastien's full-meal ancient-style themed store [Twelve Hours] opened, marking a new journey into cultural-themed dining.
2022: Building burgers with love, breaking out powerfully; practicing public welfare and social responsibility, launching the "Caring for Chinese Babies Plan" public welfare initiative.
2023: Chinese stomachs, love Chinese burgers; Brand 3.0 upgrade, starting a new era with the concept "Chinese stomachs, love Chinese burgers."
2024: National burgers, leading the era with quality; actively participating in industry norms and standards construction, partnering with Xinhuanet, the Chinese Academy of Agricultural Sciences, and iResearch to release an industry white paper, receiving certification as "Pioneer of Hand-Rolled and Freshly Baked Chinese Burgers."
2025: The era of ten thousand stores, a leading brand; the number of national stores exceeded 10,000, joining the ten-thousand-store club, becoming a striking new benchmark in China's catering industry.


Awards and Honors
2025
China Youth Development Foundation "Hope Friend" title
2025 Quality Golden Shield Case · Service Sample
The "Tastien Baby Growth Plan" public welfare won the 2025 People's Corporate Social Responsibility Case
Hazard Analysis and Critical Control Points (HACCP V1.0) system certification
23rd China Food Safety Conference 2024-2025 Excellent Food Safety Management Case

2024
13th China Food Health七星 Award Annual Rookie Award
2024 Red Eagle Award Catering Brand Power Top 100
2024 "Shi Bai Qian" Warm "New" Project Outstanding Contribution Enterprise
2024 China Catering Franchise Brand Top 100
Certified as "Pioneer of Hand-Rolled and Freshly Baked Chinese Burgers"

2023
2023-2024 China Food Safety Network Council Standing Council Unit
·Awarded the title of "Hand-Rolled and Freshly Baked Chinese Burger Pioneer" by the Organizing Committee of China Economic Conference

2022
2022 Sina Sailing Public Welfare Fund Caring Enterprise
2022 Brand Power China · Annual Influential Enterprise, Top Ten Innovative Enterprises
Fujian Province Heart Sail Disability Assistance Center "Public Welfare Donation Ambassador" Honor

2021
2021 Consumer New Power List TOP100

2020
2019-2020 Selected Chain Brand

2019
Fujian Province First Fujian Cuisine Festival "Fuzhou Catering Popular Brand"
2019 Fujian Province Top 100 Catering Enterprises

Corporate Culture
Corporate Vision: To become the most influential ethnic cultural catering brand;
Corporate Mission: To make good Chinese burgers, convey Chinese warmth, and promote Chinese culture;
Core Values: Unconditional honesty, all-around diligence, endless curiosity, and wholehearted altruism;
Business Philosophy: Customer first, product foremost, adhere to long-term value.