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Fastfood in china
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Fastfood in china

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Fastfood in china Fastfood in china Presentation Transcript

  • American Fast Food Restaurants in China( 美国快餐餐馆在中国 ) Terry Warren (汪恬锐)
  • Background• American fast food restaurants first developed in mainland China starting in 1987.• Earlier attempts had been unsuccessful• Now (2008) more than 4000 locations• Estimated fast food market worth $30 billion (2009)
  • Barriers• Government negotiations/approval• Cost• Familiarity• Local competition
  • Why successful• Organization• Marketing approach• Government recognition of fast food industry• Local acceptance (initially foreigner based)• Menu adaptation
  • Examples• KFC• McDonalds• Subway• Domino’s• Starbucks
  • KFC - 肯德基炸鸡• Started in 1987 in Beijing• More than 2000 locations in 400+ cities (all mainland provinces except Tibet)• Largest market share• Yum! (parent company) also operates Pizza Hut in China• KFC China
  • McDonalds - 麦当劳• Second largest market share• Started in 1990 (after Taiwan)• More than 1000 locations• Drive through• McDonaldss China
  • Subway• More than 100 locations• Started in 1995• Top-rated growth franchise last 4 years• Subway China• Subway China (English)
  • Domino’s - 达美乐• Second biggest pizza (after Pizza Hut)• Started in 1995 (Shenzhen)• More than 200 locations• Dominos China• Dominos China (English)
  • Starbucks - 星巴克• Started in 1999 (Beijing)• More than 500 locations• Special challenges: – Chinese prefer tea – Cost factor• Starbucks China• Starbucks China (English)
  • A few Navigation Words/Phrases• 菜单 (menu)• 存储定位器 (store locator)• 快餐餐馆 (fast food restaurant)• 比撒 (pizza)
  • Brand Names• 肯德基 (kěn dé jī) - KFC• 麦当劳 (mai dang lao) - McDonalds• Subway• 达美乐 (da měi lè) - Domino’s• 星巴克 (xīng ba kè) - Starbucks
  • References• http://www.wikipedia.org• Chinese McDonalds Aim at KFC - World news | Ne• NationMaster - Encyclopedia: KFC• Competition gearing up in Chinas fast food industry• Fast food in China | Here comes a whopper | The E
  • References (continued)• Starbucks history• Official SUBWAY Restaurants Timeline• Subway Opens Training Center in China - Restaurant News - QSR Magazine• Dominos Pizza opens first store in China | Business Wire | Find Articles at BNET• Fast Food Comes to China