KFC uses new crayfish sandwich to launch its upmarket chain in China

Published on
July 12, 2017

Fast-food chain Kentucky Fried Chicken has made a crayfish sandwich the key marketing item for the launch of “K Pro,” a new generation of upmarket, health-conscious outlets it’s launching in China.

K-Pro’s restaurants have the look and feel of conventional restaurants, complete with salad bars. The crayfish sandwich, which is priced at CNY 20 (USD 2.95, EUR 2.57), features prominently in the new chain’s marketing materials.

The crayfish sandwich also caters for growing local desires for the crustacean, which is a summer seasonal favorite – particularly on China’s wealthiest eastern and southern coastal regions. 

The first K Pro outlet recently opened in the prosperous city of Hangzhou, the hometown of e-commerce giant Alibaba. KFC is the market leader in an increasingly competitive Chinese fast-food market, which has seen the arrival of a wave of new Chinese brands highly attuned to local tastes.  

Contributing Editor reporting from Beijing, China

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