This blog is based on Angela Chen’s blog named:” Explore the Marketing Strategy of Fast Food Restaurants.”

In Angela’s blog, Angela lists several marketing strategies that fast food restaurants apply, and she explains why these marketing strategies are useful. Based on her thoughts, I want to explore how these western fast food restaurants succeed in China.

First, China was a new market and had good economic policy when lots of western fast food restaurants decided to start their business in China. Deng Xiaoping, the second president in China, carried out economic reforms which allow the foreign business and capital to enter the Chinese market. At that time, the Chinese market lacked the new types of business such as fast food chain restaurants. Thus, in the market that lack of competitors, the western fast food chain restaurants such as KFC and McDonald’s can easily gain market shares.

KFC’s breakfast in China

Second, many western fast food chains change their menu in order to cater the taste of Chinese people. Western fast food chains know the reason of previous success in China is that they entered the market in an appropriate time. In order to make the western fast food chains more successful in long term, western fast food companies should improve their products to attract Chinese people. For example, the KFC has many new dishes, such as porridge and fried bread stick which are Chinese traditional dishes. By providing Chinese style food, the KFC appeals to more customers with different ages in China.

KFC’s birthday party

Third, the western fast food chains pay lots of attention on China’s youth since the youth are abler to accept the new stuffs. The fast food chains tend to launch new products and services to attract the youth in China. For example, McDonald’s provides children with the ‘Happy Meals’ which including a combo and a little toy. KFC holds and manages the children’s birthday party in China. All of these methods draw children to consume.

References:

http://foodtank.com/news/2013/08/western-fast-food-chains-flourish-in-china-rates-of-obesity-and-diabetes-sk

http://studyinchina.universiablogs.net/2013/11/25/western-fast-food-chains-in-china/

http://archive.armstrong.edu/Initiatives/history_journal/history_journal_west_meets_east_kfc_and_its_success_in_china

Image sources:

http://everything-pr.com/treasury-wine-estates-pr/52517/

http://www.cookingmomster.com/?p=3311