SOFT DATA
Yum! Restaurants China Co Ltd remains the leading player in the China fast-food market, now operating 9,200 restaurants in over 1,100 cities across China. They were the forerunners of Western fast-food chains in China with the first opening back in 1987 and have since built a loyal consumer foundation. They have popular dishes from their original menu like the crispy chicken, but overall have significantly altered their offering and positioning for China, with a much broader range of localised flavours and dishes, and a more premium positioning. Many outlets are open 24 hours for day and offer delivery. The interiors are typically much larger and more upmarket than overseas, to cater to Chinese tendency to eat in store.
