Yum! apologizes for not reporting tainted chicken (2)

Yan Qiang, an industry analyst at H&J Consulting, told the Global Times that KFC sales were not likely to rebound in the short term based only on an announcement which should have been released earlier, just after the incident occurred.

Yan believed 2013 sales would rise compared with the fourth quarter last year as consumer confidence returns, if KFC keeps all its promises and behaves responsibly in accordance with its stature as a popular food provider.

Wang Xiaomeng, a regular KFC customer in Beijing, told the Global Times Thursday that she would never trust KFC or similar chains again.

"The apology sounds like a way to deal with a public relations crisis, not an action on behalf of consumers," Wang said.

Zhang Yiwei, previously a fan of Western fast food, said it was hard for her to regain confidence in KFC immediately and that she will wait to see how KFC behaves in the future.

Chinese State media CCTV exposed in late December that Yum! was supplied with chicken that contained excessive antibiotics by Shandong's Liuhe Group Co. KFC announced that it had stopped purchasing chicken from Liuhe in August, and said its food was safe to eat.

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