KFC Advertising in China
Okay, gotta love the misleading advertisements. In China, KFC has tried to remake its image into one representing ‘healthy’ fast food. Remember Jared and Subway? Well, KFC doesn’t have any stories to prove their point, but they still want to convince you (and anyone in China) that their fast food is healthier than the competition, and healthier even than their restaurants in America.
The information herein is translated from one of those paper menus they stick on every tray they give you in KFCs in China.
KFC: Creating New Fast Food for China
(肯得基: 为中国而改变: 打造新快餐)
Pretty nifty, huh? Well what do they mean by this “New Fast Food”? Thankfully they go on to immediately tell you (all of the following is translated from the paper menu)
KFC’s “New Fast Food” Positioning / Meaning:
- Tasty & Safe
- Balanced Nutrition
- Based in China
- Embodies High Quality
- Healthy Living
- Unlimited Creation
The emergence of a worldwide overweight and obesity phenomenon over the last ten-plus years has made a lot of people very suspicious of “traditional Western fast food.” Over the years, China’s KFC has always payed attention to new movements in the direction of the health food and beverage sphere. It has established a food health inquiry committee, continuously added new menu selections, adjusted the flavor of its food to the tastes of Chinese consumers, strengthened the dissemination of scientific education about food & beverage nutrition, encouraged the young to participate in physical activities, and has attained a noticeable achievement in promoting a healthy food policy.
Recently KFC has sublimated its overall experiences and learnings in China, breaking through the “traditional Western fast food” model and beginning the “New Fast Food” movement as its future guiding principle to face the needs of the Chinese market. KFC is willing to be the first to create a “New Fast Food” that matches the needs of human kind, and fits in with the national character of China.
“Traditional Western Fast Food” and “New Fast Food” comparison
KFC’s “Traditional Western Fast Food” Positioning
- Singular Selection, Few Choices
- Mainly Deep Fried
- Very Few Types of Vegetables, Western Tastes Don’t Suit Vegetables
- Selections Unchanged Year Round
- Overeating Encouraged
- Follows the American Model of Food Safety
KFC’s “New Fast Food” Positioning
- Abundant Selection, Chinese-Western Fusion Flavors, Many Choices
- Many Cooking Styles
- Many Types of Vegetables, Modified for Chinese Tastes
- Non-Stop New Selections
- Moderation Encouraged, Balanced Food & Drink
- Created the Chinese Model of Food Safety
KFC China Advertising Believable?
So not only is KFC much worse for you in the “West”, by its own admission (and much healthier for you in China), it has out of its own good heart decided to encourage people to moderate their eating in China, reducing its own sales. Gotta love advertising like this, and gotta wonder if people believe in it. The funny thing is my girlfriend read it and completely agreed with it.
Granted, the selection of KFC is greater in China, and they do have slightly different preparation methods for some menu items. Yet I very much doubt that overall KFC is much healthier for you in China than in the states. The fried chicken is still fried, the french fries are still fried, and the sodas are still full of sugar. It would be interesting to see what kind of reaction people would have if the same ad was run in “Western” KFCs.