當年以「中國漢堡」之姿迅速崛起、廣受中國人喜愛的塔斯汀，如今卻深陷「生肉門」風波，從國貨之光到輿論口誅筆伐，讓人不禁發問：塔斯汀到底怎麼了？

塔斯汀創立於2012年江西，早年經營中式披薩，2017年轉型推出漢堡品類，2019年正式喊出「中國漢堡」口號，定位本土快餐市場。憑藉價格親民、口味本土化及加盟策略迅速擴張，2020年門店僅500家，到2024年突破8000家，遍佈全國26省300多座城市，成為繼麥當勞、肯德基之外的新興勢力，風頭一時無兩。

但自2023年起，品質問題開始頻繁曝光。陸續有消費者投訴吃到未煮熟的雞腿、雞米花，甚至漢堡裡出現塑膠膜、異物等，引發社交平台激烈討論。其中「漢堡吃出生肉」的事件數度登上微博熱搜，引發全國關注。不少人發現塔斯汀的處理態度敷衍，甚至傳出品牌要求刪除影片才能理賠，引發更大爭議。

這些事件不只是偶發。2024在黑貓投訴平台上，與塔斯汀相關的投訴已達1860件，其中大量與食品不熟、異物夾雜有關，消費者普遍反映門店操作混亂、品控不嚴。而塔斯汀在快速擴張中，為降低營運成本與提高展店速度，導致門市管理不均、員工培訓不足、食材處理不當，種下品質隱患。

專家指出，塔斯汀的問題核心在於「擴張速度遠遠超過管理能力」。許多加盟門市缺乏總部技術支援與稽核，導致烹調流程無法標準化，形成系統性風險。再加上塔斯汀品牌方並未及時修正這些管理漏洞，使得小錯累積為形象危機。

儘管塔斯汀曾在聲明中承諾加強培訓、改進出餐流程，但面對一次次的「生肉事件」，公眾信任已大幅流失。不少原本支持國貨的消費者紛紛表示「再也不敢吃了」，品牌形象幾乎崩盤。

這場「從國貨驕傲到食安惡夢」的轉變，不僅反映塔斯汀自身在經營上的失衡，也突顯中國餐飲品牌在擴張與品質控制之間的長期矛盾。若塔斯汀無法徹底調整體制、強化內控與品質監管，即便曾經擁有萬店野心，也恐難擺脫「中國漢堡吃不熟」的刻板印象，最終被市場與信任雙重淘汰。

Once hailed as the “Chinese burger” and beloved by domestic consumers, Tastien has now become embroiled in a major food safety scandal dubbed the “raw meat incident.” Once a shining example of a rising domestic brand, Tastien is now facing widespread public backlash, prompting many to ask: What went wrong with Tastien?

Founded in Jiangxi in 2012, Tastien originally specialized in Chinese-style pizza before pivoting to burgers in 2017. In 2019, the brand officially adopted the slogan “Chinese Burger,” aiming to target the local fast food market. With affordable prices, localized flavors, and a franchise-based expansion strategy, Tastien grew rapidly—from just 500 stores in 2020 to over 8,000 by 2024, spanning more than 300 cities across 26 provinces in China. For a time, it emerged as a powerful new competitor in the fast food space, rivaling giants like McDonald’s and KFC.

However, since 2023, concerns about product quality have been surfacing with increasing frequency. Consumers have repeatedly complained about undercooked chicken thighs, raw popcorn chicken, and foreign objects such as plastic film found in burgers. These incidents sparked heated discussions on Chinese social media. In particular, several cases of customers biting into raw meat gained traction and made multiple appearances on Weibo’s trending list, drawing national attention. Tastien’s response was seen as apathetic, with reports surfacing that the company demanded video takedowns in exchange for compensation, which only further fueled the controversy.

These weren’t isolated incidents. By 2024, over 1,860 complaints related to Tastien were registered on the consumer complaint platform Black Cat, most citing undercooked food or contaminants in meals. Many customers reported chaotic kitchen practices, lack of food safety protocols, and inconsistent quality control. Industry observers point out that in its rush to scale, Tastien cut corners to reduce costs, resulting in uneven store management, inadequate employee training, and poor food handling—factors that ultimately jeopardized food safety.

Experts have pinpointed the core issue as a mismatch between Tastien’s rapid expansion and its managerial capacity. Many franchised outlets operate without sufficient technical support or oversight from headquarters, making it impossible to enforce standardized cooking processes. This has created systemic risks. Meanwhile, Tastien’s leadership failed to address these problems in time, allowing minor operational lapses to snowball into a full-blown brand crisis.

Although Tastien issued statements promising to enhance staff training and improve food preparation processes, repeated “raw meat” incidents have eroded public trust. Even loyal supporters of domestic brands are now turning away, with many stating, “I’ll never eat there again.” The brand’s image has virtually collapsed.

This transformation—from a source of national pride to a food safety nightmare—not only reflects Tastien’s internal mismanagement, but also underscores the broader tension between growth and quality control facing many Chinese F&B brands. Unless Tastien can thoroughly overhaul its internal systems, strengthen quality assurance, and rebuild consumer trust, its once-ambitious dream of nationwide dominance could be derailed. In the end, it may be remembered less as a “Chinese burger pioneer” and more as a cautionary tale of how not to grow a fast food empire.