Take action to regain customer's trust- KFC China Now BFC China

Take action to regain customer's trust

KFC China Now BFC China

Sept 13, 2013

Pity KFC. It's been almost a year now since Yum! Brands' chicken-based franchises went from a case study in localization taught in China business programs to a cautionary tale about the slew of quality-control problems faced by any brand in China. 

KFC's same store sales in August were down another 10 percent. At least that's an improvement from the 13 percent same store sales drop in July. It appears the brand has finally realized that there is something deeply wrong with its core business in China. So it's pulling out all the stops to try and fix it. 

One response appears to be to move the brand away from chicken—and in a hurry. In KFC windows, custumers will now find large ads for the KFC Layers and Layers Tender Beef Burger  "Time to Beef Up" screams the tagline of KFC's new campaign for a burger with not one, not two, not three, but six layers of beef.

Sure, the beef patties themselves are small, but the point is not.

Resource: http://www.brandchannel.com/home/post/2013/09/13/The-Week-In-China-091313.aspx