"The reason why KFC has such achievements is that we base ourselves on China," said Wang Qun, vice president of Yum! Since 2000, KFC has entered the stage of rapid development in China and has opened 200 to 300 new stores every year. "And the new products we have introduced in the past few years are tailor-made for Chinese consumers and are very close to China. People's tastes and lives also make our brand awareness higher and higher,†said Wang Qun.
In the Yum! Foods Group's office, a slogan can be seen entering the door: China Yum!en is the most successful restaurant company in China and even in the world. “We put 'China' ahead of the 'world', which shows that we see the Chinese market very important,†explained Wang Qun.
In the interview, Wang Qun took the initiative to mention the "Sudan Red" incident that KFC encountered last year. This is what the reporter did not think of. In dealing with crisis public relations, KFC has its own clear concept: responsible to consumers.
Throughout the “Sudan Red†incident, KFC did not deliberately avoid it, but actively communicated with consumers and posted a letter of apology and “notice†in each store.
"Through this incident, we also learned a lot." Wang Qun said, "We recognize that China's food safety has its own particularities. In the past, we used the American model for food safety management." After Sudan Red's incident, we began to improve our own management model. Not only localization in products, but also localization in management."
With such candid and positive improvement, KFC has established a good degree of social integrity in the minds of Chinese consumers. However, Wang Qun said they were not satisfied. "'Based on China and integrating into life' will always be the purpose of KFC in the future. We will continue to innovate, introduce new products, and bring KFC's brand to more cities." Wang Qun explained the impact of the expansion in the future Force measures.
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