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July 11, 2016

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Yum! Brands savors success in China

Source: Agencies | July 11, 2016, Monday | Print Edition

YUM! Brands, the parent company of global brands KFC and Pizza Hut, has been in China for 29 years. Since its launch in 1987, Yum! has opened more than 7,000 stores on the Chinese mainland, establishing itself as a leading player in the quick service restaurant industry.

Localization and innovation

First established in the United States, Yum! Brands has built a foothold in China by becoming a part of people’s everyday lives.

“Our mission is to provide our customers with safe, tasty and nutritious meals — and integrating the local culture into our business is a crucial aspect of our strategy,” said Micky Pant, CEO of Yum! China.

“We are particularly focused on researching and developing food that caters to the palate of Chinese consumers,” said Pant. “For example, we introduced soy milk, youtiao (a fried dough stick), and congee to the KFC China menu. We also recently launched K-ji Rice Bucket — a rice bowl served in both Japanese and Taiwanese styles – in KFC restaurants across China, and it has been extremely well received by our customers. Earlier this year, we were also excited to release a Durian Pizza in our Pizza Hut restaurants, further expanding our unique, localized offerings in this market.”

While its diverse and novel menus indulge Chinese consumers’ tastebuds, the company is also collaborating with various industries to deliver unconventional, but friendly and unique eating experiences. KFC has introduced League of Legends, Shanghai Fashion Week, Original+ Concept store to provide digitalized dining experience and etc. In addition, Pizza Hut has renovated many of its restaurants, modeling some after Nanluo Guxiang, a traditional hutong neighborhood in Beijing, and others after Mediterranean designs.

Its localized design and marketing practices have led the business to great heights. Yum! China has received over 2 billion customers visit in restaurants a year, generating an average daily revenue of around US$20 million and nearly $1 billion of adjusted EBITDA in 2015.

Grateful and committed to China

Yum! China is also committed to giving back to Chinese society. It currently provides more than 400,000 jobs for Chinese workers in addition to innumerable indirect employment opportunities at suppliers and partners. Additionally, the company offers business programs for undergraduate students and provides free vocational training and proprietary courses for its young employees — all to identify and cultivate the next generation of leaders.

In addition to holding regional charity events, Yum! China prides itself on its well-known national philanthropic initiatives, such as its One Yuan Donation, KFC First Light Foundation and Pizza Hut Green Scout Camp. Yum! China also aids National Food Safety Publicity & Education Campaign For Teenagers, which was organized by the China Youth Development Service Center and the National Youth Health and Safety Guidance Committee. Since 1987, Yum! China has donated over 500 million yuan (US$74.85 million) to a wide range of causes, receiving significant acclaim from the public.

“Yum! China is driven by an ambition to perfect everything that we do,” said Pant. “The food that we serve is not only safe and reliable, but enjoyable, which has helped us to build a loyal customer base. While this is a significant achievement, we take most pride in our ability to participate in projects that give back to the country and society that we operate in. This country has given our company the opportunity to thrive, which is why I encourage our 400,000 employees to take part in charitable causes and give back to those in need.”

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