China Daily (Canada) - - SHANGHAI -

the drop in Chi­nese cus­tomers' adop­tion of Western fast food between 2012 and 2015

no­ticed that hav­ing a meal at a McDon­ald’s in such places is a fam­ily af­fair,” Che­ung said.

As part of Yum’s ex­pan­sion ef­forts, Pant has de­cided to bring the Mex­i­can-themed chain Taco Bell back to China fol­low­ing its failed at­tempt in 2003. He has cho­sen Shang­hai’s Lu­ji­azui fi­nan­cial hub as the test­ing ground for Taco Bell’s re­vival, not­ing that the lo­ca­tion has an ideal com­bi­na­tion of trav­el­ers, busi­ness­men and con­sumers from the younger gen­er­a­tion. The restau­rant has also tweaked its of­fer­ings to bet­ter cater to the lo­cal palate.

An­other strat­egy that Yum and McDon­ald’s have adopted is to be more mo­bile by em­brac­ing dig­i­tal chan­nels for sales and de­liv­ery ser­vices. The two gi­ants have al­ready introduced cash­less pay­ment meth­ods by team­ing up with China’s most pop­u­lar e-wal­let ser­vice providers Ali­pay and WeChat Pay and have been en­tic­ing cus­tomers with coupons avail­able on such plat­forms.

In-store self-help or­der­ing kiosks have also al­lowed cus­tomers to choose whether they want to dine-in or take­away with a few taps on the screen.

“KFC and McDon­ald’s can still en­hance their dig­i­tal of­fer­ings to help shorten queue times or of­fer more up- mar­ket prod­ucts like what Yum is al­ready do­ing with Taco Bell’s range of cof­fee prod­ucts and kiwi sal­ads,” said Shaun Rein, man­ag­ing di­rec­tor of China Mar­ket Re­search Group.

On the ex­press de­liv­ery front, both have run or in­vested in courier ser­vices to tap into the grow­ing trend of din­ing at home. How­ever, the pair faces a stern chal­lenge from lo­cal food or­der­ing and


Fast food gi­ants Yum Brands and McDon­ald’s have been ex­pe­ri­enc­ing slower de­vel­op­ment in China as a grow­ing num­ber of Chi­nese con­sumers turn to fresher and health­ier Asian food.

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