KFC China (operated by Yum! Restaurants China, a division of Yum! Brands, Inc.)(NYSE: YUM) today announced the debut of an exciting new menu in its nearly 4,600 restaurants in over 900 cities. The Company also outlined innovative new marketing strategies to further elevate the brand and enhance consumer engagement. The announcement marks the next phase of the Company’s aggressive and comprehensive restage of the KFC brand in China.
“We are excited to build off of KFC’s upward momentum coming out of last year and announce the next phase of the Brand’s Restage in China,” said Sam Su, Chairman and CEO, Yum! Restaurants China and Vice Chairman, Yum! Brands. “Our Menu Revamp is unprecedented in KFC’s 27-year history in China and in the quick-service restaurant industry because we are introducing 15 products simultaneously. Going forward, we plan to do a similar menu update at least once a year with innovative and delicious products.”
The KFC China team developed the new menu by carefully listening to customers on social media and through rigorous consumer research and market testing. The updated menu features 15 newly launched products – including two chicken sandwiches, three rice dishes, four snacks and six drinks or desserts – taking the total number of options at KFC to 66. Among the 15 products, 10 are new while five are re-launched versions of customer favorites.
“Good restaurant brands know that the way to customers’ hearts is through their stomachs, but delicious food alone is not enough. We also need to deliver a comfortable store environment, excellent service, and a distinctive culture for our customers,” said Su. “Therefore, KFC’s Restage also includes redesigned product packaging, an enhanced service model, contemporary staff uniforms, gradual roll-out of a new store design, and a number of digital initiatives including a new mobile app, E-menu and prepay take-out option,” Su added. The Company will provide additional details about these initiatives in the coming weeks.