Fast food restaurants are popular among consumers nowadays. Many fast food restaurants are trying to meet the needs of the market as people look for a quick and convenient place to eat. Due to the fact that numerous fast food chains are available in the global market, fast food companies have to strive for success. Simply providing a quick and convenient style of eating to customers isn't enough to stay competitive. That's why it's interesting to study and learn about a fast food company that stands out in such a competitive environment. What has KFC China done to succeed? What marketing strategies have they used to dominate the market? We will find out in the following sections. History and general context KFC is one of the most popular fast food chains in the Yum chain! Brands and fried chicken is what the company specializes in. KFC was founded by Harland Sanders, later known as Colonel Sanders. Additionally, KFC was one of the first fast-food restaurant chains to expand internationally, including opening outlets in Beijing, China, in November 1987 (KFC website, 2013). The fact that KFC was the first Western fast food company in China makes it very difficult to satisfy the Chinese market. Trying to sell the same products or services is a typical approach to most overseas expansion for franchise businesses (Bell, 2011). However, the one-size-fits-all approach is not what KFC chooses to apply to their company. According to Shelman, the author of the case study regarding the explosive growth of KFC in China, the key to success for KFC China is to change the menu to adapt to Chinese tastes and food style (Starvish, 2011). “One of the lessons I take from this case is that at... middle of paper....../14/the-8-strange-offers-at-kfc-chinaKFC website. (2013). Responsibility. Retrieved from http://www.kfc.com/about/responsibility.aspLiu, W. (2008). When in Rome: the key to KFC's success story in China. Retrieved from http://www.businessforum-china.com/management_article_detail.html?articleid=355&nowpage=1Oches, S. (2013). The qsr 50. Retrieved from http://www.qsrmagazine.com/reports/qsr-50-0Starvish, M. (2011). KFC's explosive growth in China. Retrieved from http://hbswk.hbs.edu/item/6704.htmlYum CSR. (2012). KFC restaurant linhyin Hangzhou leed gold and KFC restaurant jingpan shanghai leed gold. Retrieved from http://www.yumcsr.com/environment/green-building-examples.aspZhou, L. (2012). Analysis of the cultural adaptation model of McDonald's and KFC in the Chinese market. Retrieved from http://www.diva-portal.org/smash/get/diva2:534795/FULLTEXT01.pdf