Since arriving in China in 1987, KFC has become the country’s biggest restaurant chain, operating more units there than any other country
In a recent feature, CNBC chronicled the rise of the KFC brand in the world’s most populous country, China. Since it entered the Beijing market over 30 years ago, KFC’s evolving brand strategy led to menu additions and entry into specific markets that propelled the brand to immense popularity. KFC now operates more than 5,600 stores in the country, its most anywhere in the world. KFC currently possesses the largest market share of fast-food chains in China and made nearly $5 billion in the country in 2017. Check out the video to learn more about how the quick-service chicken chain tailored its messaging to beat out the likes of McDonald’s to become China’s favorite fast food spot and how it’s continuing to innovate to remain dominant amid the nation’s changing tastes.