1. American Fast Food
Restaurants in China
( 美国快餐餐馆在中国 )
Terry Warren
（汪恬锐）

2. Background
• American fast food restaurants first
developed in mainland China starting in
1987.
• Earlier attempts had been unsuccessful
• Now (2008) more than 4000 locations
• Estimated fast food market worth $30
billion (2009)

3. Barriers
• Government negotiations/approval
• Cost
• Familiarity
• Local competition

4. Why successful
• Organization
• Marketing approach
• Government recognition of fast food
industry
• Local acceptance (initially foreigner
based)
• Menu adaptation

5. Examples
• KFC
• McDonalds
• Subway
• Domino’s
• Starbucks

6. KFC - 肯德基炸鸡
• Started in 1987 in Beijing
• More than 2000 locations in 400+ cities
(all mainland provinces except Tibet)
• Largest market share
• Yum! (parent company) also operates
Pizza Hut in China
• KFC China

7. McDonalds - 麦当劳
• Second largest market share
• Started in 1990 (after Taiwan)
• More than 1000 locations
• Drive through
• McDonalds's China

8. Subway
• More than 100 locations
• Started in 1995
• Top-rated growth franchise last 4 years
• Subway China
• Subway China (English)

9. Domino’s - 达美乐
• Second biggest pizza (after Pizza Hut)
• Started in 1995 (Shenzhen)
• More than 200 locations
• Domino's China
• Domino's China (English)

10. Starbucks - 星巴克
• Started in 1999 (Beijing)
• More than 500 locations
• Special challenges:
– Chinese prefer tea
– Cost factor
• Starbucks China
• Starbucks China (English)

11. A few Navigation
Words/Phrases
• 菜单 (menu)
• 存储定位器 (store locator)
• 快餐餐馆 (fast food restaurant)
• 比撒 (pizza)

12. Brand Names
• 肯德基 (kěn dé jī) - KFC
• 麦当劳 (mai dang lao) - McDonalds
• Subway
• 达美乐 (da měi lè) - Domino’s
• 星巴克 (xīng ba kè) - Starbucks

13. References
• http://www.wikipedia.org
• Chinese McDonald's Aim at KFC - World news | Ne
• NationMaster - Encyclopedia: KFC
• Competition gearing up in China's fast food industry
• Fast food in China | Here comes a whopper | The E

14. References (continued)
• Starbucks history
• Official SUBWAY Restaurants Timeline
• Subway Opens Training Center in China -
Restaurant News - QSR Magazine
• Domino's Pizza opens first store in China |
Business Wire | Find Articles at BNET
• Fast Food Comes to China