Yum Brands, owner of brands like KFC, Pizza Hut and Taco Bell, has been on a scary roller coaster ride in China. The highs were really high—the Chinese loved KFC so much that China became Yum’s largest market in terms of profits globally. Things were so good that Yum even ventured into uncharted territory: a western brand offering Chinese food to Chinese customers. But 2012 onwards Yum China has been running into trouble. The troubles have grown so big that the parent company finally succumbed to investor pressure and split the China operations into a separate company. Post the split, can Yum China get its mojo back?
Have Chinese consumers lost their appetite for Yum! Brands? The KFC in the food court at Shanghai’s New World Department store has seen better days. The yellow stuffing of a dingy vinyl booth has broken free of its casing, and someone has patched it with tape. A stool is minus its seat, and faded promotional […]