Two factors largely explain the rapid Brazilian expansion. First, the company has had much more of recognition advantage there than in China because a half million Brazilians fly into Florida each year, where Burger King restaurants abound.ln addition, about 300,000 Brazilians live in the South Florida area, most of whom have relatives back home. Second, Burger King forged a location strategy that emphasized development in major cities and adjacent geographies with established shopping mall locations. By focusing initially on Sao Paulo, Brazil's largest city, Burger King developed economies in its marketing and distribution, with subsequent expansion focusing on nearby cities and states.