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KFC China revamps menu to revive sales

Fast food chain KFC is relaunching its brand in China after suffering from last year’s food safety scare.

KFC has revamped its menu at its nearly 4,600 restaurants in over 900 Chinese cities, introducing 15 products simultaneously, including two chicken sandwiches, three rice dishes, four snacks and six drinks or desserts – taking the total number of options at KFC to 66. Among the 15 products, 10 are new while five are re-launched versions of customer favourites.

“KFC’s restage also includes redesigned product packaging, an enhanced service model, contemporary staff uniforms, gradual roll-out of a new store design, and a number of digital initiatives including a new mobile app, e-menu and prepay take-out option,” said Sam Su, chairman and CEO, Yum! Restaurants China and vice chairman, Yum! Brands.

Despite its sluggish performance in the Chinese market amid the Avian flu fear and poultry supply scandal, KFC continued its expansion plan in the nation, opening 428 new outlets in 2013. The fast food chain also has the largest home delivery business in China, with 70 per cent of delivery orders being placed online.

Its parent company Yum! Brands plans to open 700 new outlets in 2014.

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