KFC is the single largest restaurant enterprise in China. How did an American fast-food chain rise to become number one in a country known for, among other things,culinary sophistication?
Elsewhere around the world KFC lags behind McDonald's in brand equity, market share and consumer preference. Not in China. What explains this anomaly?
KFC in China examines the major contributing factors which catapulted KFC to the top of the fast-food restaurant service industry in less than two decades. It is written with a focus on KFC China's competitive differentiators, and how they jelled in support of a coherent business strategy,and of each other. The successful execution of KFC China's business strategy has since been rewarded with an unlikely industry leadership position in growth, profitability,market share and brand recognition in the world's fastest growing economy.