Orient Capital Research conducted a survey of sixty KFC consumers in six Chinese cities. We asked them what they liked or didn’t like about KFC and its competitors. Two-thirds of respondents have concerns about the safety of the chain’s food more than three months after the problems with its chicken suppliers came to light. A surprisingly large number felt KFC could improve the taste and price of its food. These issues could contribute to problems in China as Yum Brands tries to maintain KFC’s large market share. KFC Survey in China
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