Fast-food brands, such as McDonald’s, KFC, Pizza Hut, Yonghe King, Malan Noodles, Kungfu and Yoshinoya, are doing well with many stores and franchised stores, located in virtually every commercial and leisure area in Beijing. These fast-food brands have become the natural choice for office workers, shoppers and urbanites. The store’s convenience and close location helped them become food brands of choice. But many customers naturally feel fed up by the same food, the same brand and the same store every day. They expect new brands and new stores to open in their area, or new varieties of food. If none are available, they are forced to return to their old restaurants again and again. In the fiercely competitive food market, any fast-food brand could be chosen or ignored by diners, depending on food and service quality. For fast-food brands, innovation is key to business expansion, particularly innovation in operations and food variety.

Written by Zhang Yiwen

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Picture: Kungfu Fast Food in China