Yum! China East Dawning's fast food

 Today there are over 3,300 KFC restaurants in more than 700 cities in China  Yum’s strategy is to be the leader in every significant food service category in mainland China. Yum’s strategy  Pizza Hut the first to introduce pizza home delivery in 2001.

 Foreign flavor +  Localized tastes +  Reasonable price  McDonald’s continues to focus on the young and hip by placing emphasis on individual expression.  KFC expanded its target market focus to include family and friends of all age brackets.target market

 Pizza Hut is the cheapest of restaurants in the United States, but in China, Pizza Hut is seen as a classy, up-scale place for dining.up-scale place for dining  Yum China sales growth of 20% in 2008, 24% in 2007 and 23% in  By contrast, Japan, Great Britain, Canada and Australia--recorded growth of 8%, 10% and 9% for the comparable years.

 East Dawning is Yum! Brands' fusion of the KFC business model with Chinese cuisine. East Dawning  Despite the success of KFC, most Chinese people will only eat Western food at most two times per week.  East Dawning’s strategy is to offer the traditional quality Chinese food in 5 minutes.

 In China, it will fare against other Chinese fast food chains like the popular Zhen Gongfu.  If it come to US, it will fare against Panda Express.  Compare with Panda, the East Dawning menu is 100% traditional Chinese food which will contain low calorie, low sugar and less oil food.

Do you think East Dawning has good marketing environment in US? Yes?

 References