Why are the higher ups at burger king china so foolish?

Apparently beijing has 5 burger kings, excluding the one at T3 at the PEK airport which is under the shanghai BK's jurisdiction. Recently I visited one because I missed american food and thought the BK at the airport was fairly good so I gave it a go. I also happened to be in the area so I thought why not. This particular location is roughly half a mile north of the Pearl Market, for those who have been there.

When I walked inside, I noticed the prices were 30-40% more expensive than McDonalds. I ordered a whopper and ate there. OMG the "beef" patty was so bland, and barely had any grill marks. I randomly asked an employee a question and she called over another lady. After looking at her name tag I noticed she was the general manager. Apparently the "bosses" over at BK corporate are trying to market BK as superior to McDonalds. I went at 6 p.m., which I consider dinner time. The place was barely 60% full, whereas every McDonalds I've been in has been 120% at capacity.

China is known for being the most populous country, and a rather poor one at that. The middle class is growing, but most still consider McDonalds to be a medium priced meal. I would think marketing BK as more expensive than McD is one the stupidest things they can do. Sure the buns might be slightly bigger and the tables nicer, but that isn't what draws the Chinese in.

If any BK exec reads this, lol, although I doubt any will, please do something to change your marketing strategy, otherwise I feel BK will exit the Chinese market within 3-5 years.

Here's what'd I consider/change/add:

1. Where the heck are the happy meal equivalents? No toys??? In the US some places have banned happy meals because they've been so successful in bringing in kids to their stores

2. Lower your prices. Chinese people don't really care if BK is higher quality, they care about what every one cares about. MONEY...So what if the buns at BK are better than those at McD?

3. Please add salt your patties... According to the GM of the one I visited BK doesn't add any salt to their patties.....WHAT??? What are we supposed to taste? the grease?

4. Dude the translations suck...I don't get why many of the translations were so bad, ie. on the menu. It's not like you're making up a new name. Just copy from the american menus.....

5. The meat tasted kinda weird... I purposely went to a McD a few days after to compare. If you must market BK as a better fast food joint, then please, don't cheapen the patties while spending more on buns and vegetables...People don't go to BK and McD to eat the buns and veggies...They're there to enjoy the "beef"...

That's what's up...