Word: chickened
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...Chevalier ’07, “dedicated to doing something we enjoyed: eating wraps anytime and anywhere.” The club met every Tuesday for dinner at—where else?—the Wrap, and the wrap of choice was usually the barbecue chicken wrap with extra salsa, though only Chevalier opted for dark meat over white...
...same time, KFC had something other than the novelty factor going for it?the main item on the menu was familiar to Chinese. "You don't have to be a genius to sell chicken in China," says Jim Bryant, who brought Subway sandwich shops to China. But Novak, the Yum CEO, says success wasn't quite that simple. Over the years, "we stayed in touch with consumers' needs," he says, adding that KFC did a better job of "staying relevant" in China than it did in the U.S. Though KFC still offers its mainstay "original recipe" fried chicken, the company...
...emerging generation of Chinese yuppies who want to watch a DVD or play a video game while eating supper on the couch. And Yum does a good job attracting children?potential customers for life?to its stores. To win their affection and loyalty, it created Chicky, a fluffy chicken mascot, specifically for Asian markets. The move is working: in Qiandaohu the KFC restaurant does on average two birthday parties a night, and the employee who dresses up as Chicky is so popular that he can't attend every one. Take that, Ronald McDonald...
...Maybe it doesn't take a genius to sell chicken in China, but steak chalupas and chili cheese burritos? Yum's latest effort is a Chinese iteration of Taco Bell in Shanghai, where the company is trying to repeat its KFC and Pizza Hut success with Mexican fare. Little of the Taco Bell formula has been imported from the U.S. The Shanghai outlet, which opened last May, is called Taco Bell Grande. It's a fancier, sit-down restaurant, a concept that is gaining traction in China with the popularity of T.G.I. Friday's, the Hard Rock Cafe and Tony...
...will also have to fend off a stampede of competitors. McDonald's is planning to open an additional 100 restaurants a year on the mainland, and U.S.-based Church's Chicken will roll out stores in two major cities in 2004. Even chains that previously flopped in China, including Popeyes, are enticed again. There are also the inevitable domestic copycats to contend with. An 80-outlet, Shanghai-based chain called YongHe King uses KFC's familiar red-and-white color scheme and even has a Colonel Sanders look-alike in its logo...