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Case Title:

Chinese Flavoured KFC

Publication Year : 2006

Authors: Shruti Khatri, Mridu Verma

Industry: Retailing

Region:China

Case Code: MES0045P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Kentucky Fried Chicken Corp. (KFC) is a division of the Kentucky (Louisville) based global fast food franchiser YUM! Brands Inc. In 2005, KFC was America's No. 1 fast-food chicken chain and world's most popular chicken restaurant chain. KFC had expanded globally but in China the company had been a pioneer in the foreign fast food sector. KFC adapted itself to China and became China’s largest quick-service restaurant brand. Rivals like McDonald’s were following KFC’s strategies. The case discusses KFC’s strategies in China.

Pedagogical Objectives:

  • To discuss the fast food market scenario in China
  • To discuss KFC’s localisation strategy of tailoring its menu, décor and appearance in China and its success.

Keywords : KFC; Yum Brands Inc.; KFC in China; Localisation Strategy; Fast Food in China; Market Entry Strategies Case Study; KFC’s Strategies

Contents : 
Introduction
Background Note
Localization Strategy
KFC China Menu
KFC China’s Recipe for Success
McDonald’s Recipe for China

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