Rice on the menu at Shanghai KFC

11:27, March 08, 2010      

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After the successive introduction of porridge, fried dough sticks, and sesame seed cakes, the global fast-food giant KFC is speeding up their efforts of "going local" in the Chinese market. Kentucky Fried Chicken is introducing two new rice recipes in eight restaurants in Shanghai. If the sales go well, KFC may start selling rice across the country.

It is understood that these two new dished on the KFC menu are "Bacon Mushroom Chicken Rice" and "Ingenious Spicy Chicken Rice". Comparatively speaking, the former dish is somewhat Western flavor, and the latter product will be close to Sichuan flavor. We can see KFC have spared no effort in trying to meet the Chinese people's eating habits.

The two products are both 18 yuan, close to the price of a hamburger meal. With similar products in a number of Western-style restaurant's averaging 20 to 30 yuan or more, these KFC rice dishes are relatively cheap, closer to the price of some Chinese fast food.

According to the person in charge of the KFC brand, selling rice demonstrates the company's strategy of going local in China, combining localization and innovation to fuse Chinese tradition with Western-style fast food. On the other hand, KFC is expanding its product development system to further provide consumers with greater choice of products.

Marketing expert Li Guangdou said that localization has been an important strategy for Kentucky Fried Chicken. KFC has strong product innovation capabilities, and also has a strong sense of crisis, so it will continue to introduce new localized food.

China's food market is huge with trillions of yuan income a year, but no one company's market share exceeds 10 percent. KFC selling rice will have no small impact on the restaurant industry. Compared to Western-style restaurants selling rice products, the Chinese fast food restaurants will be affected more.

By People's Daily Online
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