Consumers are vowing to boycott Tasting Burgers after repeated reports of finding foreign objects—including raw meat, hair, and even insects—in their food.

Over 4,300 complaints have been filed on consumer protection platforms, with some customers alleging severe food safety violations. One Guangdong consumer reported falling ill with acute gastritis after consuming undercooked chicken in a Tasting burger. Medical records confirmed symptoms of abdominal pain, nausea, and vomiting. Despite complaints, store staff allegedly dismissed responsibility, refusing to cover medical costs or engage in further communication.

Tasting’s customer service offered only a generic apology, stating they had “recorded the complaint” but provided no concrete resolution. Social media is rife with similar grievances, with users sharing experiences of discovering feathers, hair, and other contaminants in their meals.

Regulatory scrutiny has followed: In November 2023, a Tasting outlet in Zaoyang was fined 20,000 yuan for food safety violations. Haikou authorities also flagged the brand as a top offender in consumer complaints, trailing only Wallace and Shaxian Snacks in hygiene-related grievances.

**Expansion and Controversy** Founded in 2012, Tasting initially struggled as a pizza chain before pivoting to “Chinese-style burgers” in 2019. Its aggressive franchising model propelled rapid growth, with over 11,000 stores nationwide as of November 2025—surpassing McDonald’s China in scale.

However, recent data suggests turbulence: Media reports claim 907 closures in 90 days, though Tasting disputes this, asserting only 67 shutdowns and 238 relocations in 2025. Founder Wei Youchun, a former Wallace franchisee, has drawn criticism for replicating its controversial low-cost model, which has been plagued by hygiene scandals.

**IPO Ambitions Under Threat** Tasting’s corporate restructuring—including a Hong Kong-based holding company and a capital surge from 1.03 million to 118 million yuan—has fueled speculation of an impending IPO. Yet its path is fraught with challenges.

Fast-food giants like KFC and McDonald’s are encroaching on Tasting’s low-tier city stronghold, with KFC targeting 17,000 stores by 2028. Meanwhile, rivals have undercut Tasting’s price advantage by rolling out 9.9-yuan promotions.

With mounting food safety scandals and intensifying competition, Tasting’s bid for a public listing faces significant headwinds.