Fastfood in china
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American fast food restaurants first entered mainland China in 1987 but earlier attempts had been unsuccessful. Now in 2008, there are over 4,000 fast food locations generating an estimated $30 billion market. Key to success was organization, adapting marketing and menus to local tastes, and government recognition of the industry. Major chains like KFC, McDonald's, Subway, Domino's, and Starbucks have all seen growth, with KFC having the largest market share with over 2,000 locations across China.
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Fastfood in china
- 1. American Fast Food Restaurants in China ( 美国快餐餐馆在中国 ) Terry Warren （汪恬锐）
- 2. 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)
- 3. Barriers • Government negotiations/approval • Cost • Familiarity • Local competition
- 4. Why successful • Organization • Marketing approach • Government recognition of fast food industry • Local acceptance (initially foreigner based) • Menu adaptation
- 5. Examples • KFC • McDonalds • Subway • Domino’s • Starbucks
- 6. 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
- 7. McDonalds - 麦当劳 • Second largest market share • Started in 1990 (after Taiwan) • More than 1000 locations • Drive through • McDonalds's China
- 8. Subway • More than 100 locations • Started in 1995 • Top-rated growth franchise last 4 years • Subway China • Subway China (English)
- 9. Domino’s - 达美乐 • Second biggest pizza (after Pizza Hut) • Started in 1995 (Shenzhen) • More than 200 locations • Domino's China • Domino's China (English)
- 10. Starbucks - 星巴克 • Started in 1999 (Beijing) • More than 500 locations • Special challenges: – Chinese prefer tea – Cost factor • Starbucks China • Starbucks China (English)
- 11. 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)
- 12. 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
- 13. References • http://www.wikipedia.org • Chinese McDonald's Aim at KFC - World news | Ne • NationMaster - Encyclopedia: KFC • Competition gearing up in China's fast food industry • Fast food in China | Here comes a whopper | The E
- 14. References (continued) • Starbucks history • Official SUBWAY Restaurants Timeline • Subway Opens Training Center in China - Restaurant News - QSR Magazine • Domino's Pizza opens first store in China | Business Wire | Find Articles at BNET • Fast Food Comes to China