BERIOT Edouard

Monday November 29th

Kentucky Fried Chicken

Created in 1952, this chain of fast food was born, as its name indicates, in the Kentucky, in the United States. Today the property of Yum! Brand, the company has built its success through its recipes fried chicken. After initially developed in various states of America, the group is now worldwide known. It has a current total of 14,000 restaurants, in over 80 countries all over the world and the brand continues to grow, especially in China. When the fast food chain opened its first restaurant in China in 1987, success was driven by the passion for discovering the Western lifestyle. Today fast food has lost its status as a curiosity, and has anchored his mark in the local culture. Indeed, there are more than 2,100 restaurants, localized in more than 450 cities across the country and this is just the beginning, a KFC shop is opened every 22 hours. How the group KFC has succeeded in establishing itself as a leader on the fast food market in China? What efforts have the brand does to conquer the Chinese consumer? What are the threats that could slow the growth of the group in the Chinese territory?

KFC is the first fast food chain to have settled in China in the late 80's, while its biggest rival, McDonald's settled there in 1992. These five years with so little competition has enabled the company to locate in the country peacefully. However, this is far from sufficient to explain the huge success for many years. The reasons are many and diverse to be popular with consumers, the brand trying to adapt to the culture and desires of the Chinese population. Firstly, KFC is trying to create continuity between past, present and future. The chain tries to give an image blending modernity and tradition. That is why it often refers to the Beijing Opera in communications, especially television. For example, an advertisement featured a player of the Opera, face makeup, eating a KFC burger. Another