Word: qiandaohu
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...lunchtime in Qiandaohu, a tiny fishing and tourist town deep in China's coastal Zhejiang province. While visitors are off exploring the famous local lake and its 1,000 green islands, residents hang out at the new KFC?the only fast-food restaurant in a place better known for its freshwater shrimp and fish. Hu Hongyi, a 30-year-old accountant, brings his wife and 10-month-old son to the eatery every three or four days. "I like the flavors and it's reasonably priced," he says. Local high school student Wang Hongting, another KFC habitu?, says, "The food...
...parent, Yum! Brands, which also owns Pizza Hut and Taco Bell fast-food restaurants, isn't stopping there. After flooding the country's largest urban areas with KFC outlets, the U.S. company is now on an expansion tear in the hinterlands, trying to reach smaller cities like Qiandaohu (pop. 45,000). "We open over 250 KFC restaurants a year [in China] and expect to do that for many years to come," says Yum chairman and CEO David Novak, who is based in Louisville, Kentucky. Yum executives are so confident of their footing in China that they are introducing...
...play a video game while eating supper on the couch. And Yum does a good job attracting children?potential customers for life?to its stores. To win their affection and loyalty, it created Chicky, a fluffy chicken mascot, specifically for Asian markets. The move is working: in Qiandaohu the KFC restaurant does on average two birthday parties a night, and the employee who dresses up as Chicky is so popular that he can't attend every one. Take that, Ronald McDonald...
...also considering a China launch for two of its other U.S. brands, A&W All-American Food and Long John Silver's fish and chips. In the meantime, it will continue to push KFC deeper into the country's interior, in cities similar in size or smaller than Qiandaohu. Will it work? "It's a huge market; 60-65% of the Chinese population is in towns and villages," says Darryl Andrew, managing director of Synovate China, a market-research firm in Hong Kong. "But it's a tough market to crack?and it's a challenge to get the products...
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