When it comes to culture, food is an important part of it. Yum! Brands Inc. better known for their main brands Pizza Hut and KFC knows how to address the cultural part in their expansion run through China. Besides their plans to open 500 new restaurants (in 2009) in the Middle Kingdom, they are aware of the fact that catering to the local taste by making the necessary adjustments to their menu should be an integral part of their strategy.
A few examples of their Pizza Hut menu in China are:
Tuna fish pizza, zesty shrimp soup, roasted squid, a variety of rice-and-meat dishes (kimchi pork, curry beef and Hungarian beef rice), and green tea.
This shows once again that if you want to establish your brands overseas it is crucial to know your market and target customer, but without neglecting specific traits of your brand.
Trying to impose typical American flavors might not always be the right thing to do, and especially in markets where religious believes might prohibit the consumption of certain foods (e.g. Beef in India, etc.)
Sounds like YUM! Brands has understood that being culturally sensitive is the key to success. Bon Appetite!
Posts
No comments:
Post a Comment