There are many reasons for the growing popularity (and profits) of Western-style fast food companies, in the United States as well as in China. Three important profit-making principles for fast food, anywhere in the world, are desirability (How can the company make the public demand its product?), availability, and low cost. By the end of our trip, it was painfully clear to us that McDonald's and KFC satisfy all three principles.
Desirability
KFC and McDonald's modify their menus, offering familiar Chinese flavors (in addition to standard American fare).
McDonald's:
*Red soybean McFlurries
*Ice cream cones include the option of Purple Sweet Potato and Honeydew Melon syrup:
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| http://www.mcdonalds.com.cn/ourfood/daintiness.aspx |
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| http://www.mcdonalds.com.cn/ourfood/daintiness.aspx |
KFC:
*Chicken sandwich patties contain little pieces of carrots and other vegetables.
*Some other options available at a Chinese KFC: corn on the cob, egg and vegetable soup, and Grass Jelly Milk Tea!
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| http://www.kfc.com.cn/kfccda/products/ |
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By linking the restaurant to popular culture (a well-known marketing tactic, to be sure), McDonald's targets children and teenagers.
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| http://www.mcdonalds.com.cn/ |
Availability
*As in the United States, Chinese fast food chains open very early and close very late. McDonald's and KFC locations are routinely open 24 hours per day.
*Since drive-thru ordering is impossible (lack of space), McDonald's and KFC offer bicycle delivery services.
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| http://www.mcdonalds.com.cn/24/takeaway.aspx |
*An interesting idea: McDonald's uses a separate, smaller window outside the store for ice cream and certain drinks. This helps to shorten wait time for smaller, cheaper items, and perhaps increases the likelihood of purchase, as a customer doesn't have to physically "go inside" to obtain the product. Very tempting on hot, humid nights in Guangzhou! Picture: http://blog.travelpod.com/travel-photo/drewscott/1/1280706433/mcdonalds.jpg/tpod.html.
Low Cost
*This concept has been addressed in depth in previous posts, but to summarize: The restaurants attract middle-income and high-income people, who find eating out an attractive (and affordable!) alternative to cooking. The prices also draw in children and students with limited incomes.
Notable Advertising Strategies
*Identical advertisements are often placed side-by-side, in metro stations, near bus stops, and along escalators. Can't miss them!
*Graphics inside McDonald's ironically depict images of whole foods and exercise - two healthy things not typically associated with Western fast food!
*In-store and outside fast food advertisements always feature bright, bold colors and young people.
All of these factors combine to create a global phenomenon that is difficult to resist.
The Generation Gap
Since fast food is a relatively new concept in China, the children are catching on more than the adults (who are more apt to prefer traditional foods such as rice, meat, and vegetables). However, we found that a typical homemade meal can still carry health risks.
Composition of a typical lunch or dinner eaten at home:
-Rice fills about half the plate
-Vegetables and protein fill the other half (slightly more vegetables than meat)
Our research team is concerned with the high amount of carbohydrates present at these meals, as starchy (simple) carbohydrates are converted to glucose in the blood. In the schools, we urged the children to adopt a modified plate composition:
-One-half vegetables
-One-fourth protein
-One-fourth carbohydrates
When all is said and done, people will normally eat food that is tasty, familiar, and inexpensive. If today's children are raised on McDonald's and KFC, they will more naturally assign all three of these characteristics to the food; thus, they are more likely to be faithful customers, perhaps throughout their lives.
It is clear that culinary norms are shifting in China; the question now is, how can the trend be shifted to encourage foods that are tasty, familiar, inexpensive, and HEALTHY-
...and can this reverse the patterns of obesity and type II diabetes mellitus?
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Pizza Hut - deserves its own section!
We were very surprised to note that Pizza Hut is a fine dining establishment in China. Nearly any type of food can be ordered (from rice and noodles to caviar and escargot... oh, and pizza, of course!). You can also order a bottle of wine with your meal:
The interior of the restaurant was much fancier than its American equivalent!
