BYHuilin Zhu （ PPT maker）Guojing Qiu

KFC’S EXPLOSIVE GROWTH IN CHINA

KFC pioneered Western-style fast food in mainland China when it opened its first outlet in Beijing in 1987.

It is the largest Western restaurant chain, with over 4,000 branches, and China is one of the only countries in the world where McDonald‘s is not the dominant fast food chain.

In ChinaI.Use the Chinese method to improve the exotic test.

II.Fit Chinese consumer eating habit

III.Developed the food with Chinese regional characteristic.

Typical example——Fried bread stick Flaky Pastry Varieties of rice Congee Soya Drink

Many people of China nations always worship the western culture

On account of the quickening pace of life, the need of fast food keeps rising.

KFC already has the world famous brand of "we do chicken right“

KFC China's success is largrebranding strategy. The quintessential American fast food chain has established itself as a "luxury" fast food among Chinese consumers, largely as a foil to McDonald's.

PK

KFC foods occupy the premium market segment, meaning that it is somewhere in the range of double to triple the prices of local restaurants with similar menu offerings. EXAMPLE

KFC's claim to the premium segment lies in its environment - it's clean, spacious, well-lit and, at least by Chinese restaurant standards, well-appointed.

KFC in Chinese market usually provides gifts for purchasing combos. Those gifts are for collections, often for collections of a series of toys. Those reward activities increase intimacy with KFC brand, and bring more acticities for friends and family gathering.

Just in timebreakfast

KFC as A Multicultural BrandWestern Fast Food Limited Choices Mainly Deep Fried Very Few Vegetables Encourages Overeating Fast and Cheap

Chinese "New Fast Food" Abundant Selections with Chinese-Western Fusion Flavors Cooking Styles Plenty of Vegetables Balance Food & Drink (e.g. soup) Changing Selections Always Family Gathering and Sharing Mostly College Students as Employees

A local Chinese name for KFC in China, with offering local taste of fish, shrimps, egg tarts, and etc. KFC is opening one new restaurant a day, on average with the intention of reaching 15,000 outlets.

"Built a leading 40% share of the Chinese fast food market through patiently tailoring its product offering to local tastes and building a strong team of local managers." ---HBR

"KFC would not be seen as a foreign presence but as part of the local community. Out opportunity was to take the best ideas from the U.S. fast food model and adapt them to serve the needs of the Chinese consumer." ---CEO Sam Sue of KFC China division

Abandoning the dominant logic behind its growth in the U.S.: a limited menu, low prices, and an emphasis on takeout

Thanks for watching

Huilin Zhu & Guojing Qiu