Chinese business Yum China is expanding the retail portfolio of its brands Little Sheep and Huang Ji Huang with new outlets and store formats.
Nine Little Sheep stores have been added around China, and the brand returned to the US market in March with a location in the American Dream Meadowlands shopping complex in East Rutherford, New Jersey. The brand has created a new store format with one-person hotpot modules for smaller group sizes.
In addition, Chinese food retailer Huang Ji Huang intends to expand its footprint in both China and abroad. Earlier this year, the brand introduced a new logo, as well as an improved store design and brand strategy. It aims to attract more young customers.
The approaches are part of Yum China’s goal to achieve 800 stores within the first half of the year as the brands celebrate their 25th and 20th anniversaries, respectively.
Yum China’s first-quarter performance this year was as good as ever, according to data released last month. Operating profit was $374 million, and core operating profit increased 1 per cent to $396 million. Total revenues rose 1 per cent year on year to $2.96 billion.
