I'm European and while I sometimes like something "spicy" (which, for many asians is still bland) I find BK China to be wayyyyy too bland. Sorry. Tried it 3 times iirc, 1x Shanghai at the Peoples Square in 2006 or so, 1x Nanjing 2008 or 2009, 1x Shanghai at the airport 2010, and it was ALWAYS bland and not good. And more expensive than any other fast food chain. I like the occasional Big Mac, but in Europe I always prefer BK over McDo, even though (at least in Germany, Switzerland, UK and Spain, others I've visited to less to say for sure) BK is more expensive as well then McDo. Usually a BK menu is around 15-25% more expensive, but in my eyes also a bit more filling, so maybe from a calorie-per-buck it's 1:1.

In China, on the other hand, McD isn't THAT cheap either (as some others mentioned) but still BK managed to easily overprice them by quite some margin, without the better burgers they've in Europe.

For example, in China the only burger "known" to Westerners in BK is the Whooper. Where is the Big King (XXL), where is the Steakhouse, the Grilled Cheese, the Angry Whooper.... - I've even seen most of those burgers in BK in Asia, like Thailand for example, so it's not like Asian people don't like them.. in BK China, it seems for me you really only get the whooper with a few variations to pick from... generally, BK has WAY too little different items on the menu, even the night menu in the 24h KFC's have more different burgers to choose from..

(I only compare the Beef Burgers from McD, as their chicken products are horrible and I'll ALWAYS go for KFC if I want a chicken burger in China)

Oh, and I won't forget about the McDelivery service, which I really like. Damn those extra 6 Yuan, especially in winter it's a god sent service. And they speak English on the phone

Conclusion: I've had it with BK in China, no more, thanks!