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KFC China Introduction 2016
date:2017-06-27 source: hits:

Headquartered in Louisville, Kentucky, US, KFC is world’s most popular chicken restaurant chain, founded by Colonel Harland Sanders in 1952. Since 1987, KFC has opened more than 5000 restaurants in over 1100 cities and towns of all provinces, municipalities and autonomous regions in mainland China.

KFC opened its first restaurant in Beijing in 1987. 17 years later, the number of KFC restaurants in China reached 1000. Without doubt, the fast development should be attributed to KFC’s deep understanding of the Chinese market and its excellent operation system. By June 2010, the restaurant number hit 3000 and in September 2012, the 4000th KFC restaurant was opened in Dalian. By the end of 2015, the number exceeded 5000 and it’s changing every day. It’s safe to say, without the fast development of China, KFC cannot make such fast growth and breakthroughs in China.

KFC has been known for its chicken products, including the famous Original Recipe® fried chicken, hot wings and Zinger chicken burger etc. But it has never rested on its laurels. KFC is long committed to providing the customers with more products. In the mid-1990s, KFC China founded its R&D team, which has grown into a team of over 100 people. In 1987, people could only find 8 categories of products in the first KFC restaurant in China, while now at least 59 regular products are available in the restaurants. During the past years, KFC China has launched more than 434 new products. In recent years, KFC has served its customers with an average of over 20 new products every year. In 2014, KFC went through a “menu reform” by launching 15 new products at one time, which broke the industry standard model.

In 2015, KFC entered the era of digitalization and innovation, embracing the Internet community. KFC has set foot on all contact points with the customers through official website, Weibo, WeChat and its brand APPs.  Meanwhile, in order to provide more convenient dining experience to the customers, KFC has been proactively promoting the digital services in the restaurants by equipping the restaurants with high technology, including but not limited to WIFI, digital menus, e-payment, and virtual gift card.  Following the nationwide promotion of the mobile payment in 2015, KFC is also a pioneer to create social media payment scenario, as well as self-service order system by launching the upgraded “Super APP.” Customers then can enjoy KFC food anytime and anywhere by the one-stop services offered by KFC.

KFC has been endeavoring to integrate itself with the Chinese culture and its positioning has always shown the generation features. In its first 15 years in China, when China just started the opening-up and reform policy, the customers had their western fast food experience for the first time.  Between 2001 and 2010, with the rising of China, the consumers’ demands grew rapidly. KFC thus adapted and launched a series of new products and services, including Chinese breakfast, drive-through restaurants, home delivery services etc.  Over the next 5 years, with more Internet access, KFC promoted the idea of “So Good” through its digital services. Since the opening-up and reform, the Chinese people have undergone fundamental changes. They have become more open and individual. In 2016, KFC will further promote its “Be yourself” concept and make customers more relaxing and freer in enjoying life and food. KFC hopes to always be there for the Chinese customers, enjoying the life together.

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