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[ My View ] How is different the KFC between in China and the US?

How and why is different the KFC between in China and the US?

My Canadian friend Tom frequently ask me the question is that why are the Chinese KFC restaurants have a variety of localized products which he never sees in Canada or America before. For example, the featured breakfast services in Chinese KFC, which provides the porridges, French Besides, the Chinese KFC also supplies much more localized and creative products in the lunch and dinner time such as the Nengniuwufang, Laobeijingjiroujuan, Zhaoshaojituifan or Jinshaxiandanhuangrousufantuan etc. On the other hand, the KFC restaurant provides the stereotyped products and services in North America and other countries such as the fries, mash potatoes, sandwiches, burgers or fried chickens. Indeed, through the efficient Products localization, Chinese KFC becomes the 'leading sheep' of the American fast-food chain on the land of China.

Can you show me how different of products between Chinese KFC and other KFC restaurants?

1. Neng Niu Wu Fang(the tender and juicy beef, specialized sauce and fresh vegetables, which are all wrapped in a pie):

Price: 13RMB/one ≈ 1.99 USD/one
Description: Neng Niu Wu Fang is one of the most popular creative fast food which launched by Chinese KFC in 2010. Actually, it is a new kind of the beef pies which have a number of ingredients are wrapped in a pie, the ingredients contain the vegetables, salad, tender beef and specialized Szechuan spicy sauces.

Lao Bei Jing Ji Rou Juan(Traditional Peking chicken roll):

Price: 17RMB/one ≈ 2.5 USD/one
Description: Lao Bei Jing Ji Rou Juan is a kind of the early-type roll products by Chinese KFC, As the Chinese well-known that it is the derivative product of Mexico chicken roll in 2001. Both of them have the same ingredients such as the tomatoes, tender beef or cheeses. And, through many years of product and flavor improvements, you could acquire much more variety of the roll-type fast food in Chinese KFC restaurant.

Zhaoshaojituifan(The rice and Teriyaki chicken legs):

Price: 23-29RMB/one ≈ 3.5-4.5USD/one


Jin Sha Xian Dan Huang Rou Su Fan Tuan(Salt yolk and dried meat floss that wrapped in the rice roll):

Price:  13RMB/one ≈ 2USD/one
Description: Actually, I must say that Chinese people are extremely concerned about the diversity of food in breakfast. Therefore, a variety of breakfast products were developed by the Chinese KFC for catering their ideas, which also is the reason why Chinese KFC could much better adapting the Chinese fast food market and obtaining much more profits. The rice roll is one of the examples.

Are all Amercian fast food companies willing to localize their products in China or different countries?

Unfortunately, Not all of the American fast food companies really realize the importance of product localization. For a famous example, Burger King is an extremely famous global fast-food chain enterprise, which has approximately 11,220 branches in 61 countries and region. In the cause of the Burger King in the US, the Burger King is spread all over the US, whether it is in the big city, by the roadside or even by a casual building corner. But, can you imagine that this highly celebrated brand only has 69 stores in China since August 2013 until now? Why the Burger King cannot spread over in China, which like the situation in the US or other countries and regions? I deem the most principal reason is that the China marketing director of Burger King underestimates the complexity of the Chinese catering and the importance of the products localization. In other words, the global catering enterprises should launch the products which are better adapted to local catering custom and culture if they really want to make a considerable profit in China or adapting the marketing environment of China.

For global catering enterprises, is localized strategy much more important than the globalized strategy?

Obviously, the localized strategy is much more important than the globalized strategy for the global catering enterprises. About this, I can show you a lot of the instances which the foreign fast-food companies through the products localization success to occupy the market shares of fast food in China or the US. Firstly, let me talk about the products localization of Chinese Pizza Hut. In 1990, Pizza Hut introduced the brand and opened the first restaurant in Beijing, at present, it has approximately 520 restaurants and 120 home delivery outlets. If you could intently observe the menu of Chinese Pizza Hut, you can find the secret that the reason why the Chinese Pizza Hut restaurants and home delivery outlets could across in the market of 1.3 billion people. In the menu, you could not only obverse the classic American Pizza or Italian Pizza also could find the creative and localized Pizza, snacks, pastries, beverages and so on, which means much more innovative and localized products could be selected by the Chinese customers. And that is the principle reason why the Chinese Pizza Hut could adapt and develop extremely fast in Chinese catering market.



In the other example, let we talk about the most famous restaurants which provide the American-Chinese cuisines in North America or other regions. There are the Panda Express and PF Changs etc. In the Chinese opinion, it is not the authentic Chinese restaurants since a plenty of American-Chinese cuisines was invented by these catering enterprises such as the orange chicken or General Tso’s chicken. But, actually, the localized American-Chinese dishes are highly popular in North America and other regions, even these localized cuisines become the first dish for the foreigners who want to taste Chinese cuisines. From the results, Panda Express and PF Chang restaurants become the most celebrated and representative “Chinese” fast-food chain enterprises in North America, which respectively has 2000 branches and 308 restaurants.
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