KFC is more successful in China than McDonald’s. In my oppinion, it is because KFC is doing a much better job in localization.
KFC’s Local Brand: Dong Fang Ji Bai 东方既白
KFC’s parent company – Yum Group’s Asia headquarter is located in the Metro City. So many KFC’s experiment happens in the Metro Tower area.
Two years ago (April 27, 2005), they have ever tried “K-Cafe”, the KFC Cafe, and it didn’t work out, and they closed it the first and the only K-Cafe in Asia.
More than one year ago, they opened another store with a Chinese brand: Dong Fang Ji Bai, meaning “The East becomes Bright” or “East Dawning” in Chinese. It is a KFC style Chinese restaurant. The food they serve is completely Chinese style.
What is in the orange cup? It is not Coke, not Pepsi, it is Doujiang (Bean milk 豆浆)
The Chinese dishes in western food style.
1111 Zhaojiabang Road
It is at the opposite of the Metro Tower.
TianYao Qiao Road
|| [Metro Tower]
|| #########[Metro City]
============Zhao Jia Bang Road
Going out of #10 Exit of Metro #1 Xujiahui Station, and you can find it.
All the foods are Chinese food, and the process is the KFC process – you get your dishes when you order. The price is reasonable – very similar with KFC. It may works. They have the second store in Changli area in Pudong.