KFC China’s Billion-Chicken Dominance
As the Chief Executive Officer of Yum China, Joey Wat oversees a sprawling fast-food empire that includes KFC. At home, her unique moniker, “chicken killer,” stems from KFC China’s astounding success. At the 2024 Fortune Global Forum, Wat revealed that KFC China slaughters “1 billion chickens per year.” China’s population of 1.4 billion consumes an estimated 8 billion chickens annually. Wat’s statistic underscores KFC China’s significant contribution to the nation’s lean protein intake.
Insights from Customer Observation
Wat’s secret formula for success lies not in slick marketing or AI but in her unconventional approach of personally observing customers in KFC restaurants for hours. These observations have yielded valuable insights that have fueled some of the company’s most popular menu items. For instance, Wat noticed children dipping their fried chicken in mashed potatoes and gravy. This inspired the creation of the boneless “mash potato burger,” which became a runaway hit among the younger generation.
Durian Pizza: A Stinky Success
Wat’s keen eye for customer behavior extended to Pizza Hut China. Contrary to expectations, the best-selling pizza is not the Supreme but the durian pizza with cheese. Despite its pungent odor, which often leads to bans in public spaces, the durian pizza has become an unexpected triumph. One in four pizzas sold at Pizza Hut is the durian variety, with 30 million pies sold in 2023 alone. Wat’s decision to proceed with this unorthodox flavor without seeking approval from Yum! brand owners in the United States proved to be a shrewd move that yielded impressive results.
The Power of Real-Time Insights
Wat’s philosophy of “watching with heart” has paid dividends for Yum China. By closely observing customer behavior and engaging with store managers, her team has identified and capitalized on grassroots trends. The durian pizza debacle serves as a prime example. Wat’s ability to recognize its potential, despite its strong odor, highlights the importance of real-time insights in driving menu innovation.
Joey Wat’s leadership style at Yum China is marked by a keen eye for detail and a deep understanding of customer behavior. Her commitment to observing customers firsthand has led to a series of successful menu innovations that have propelled the company to unprecedented heights. Wat’s emphasis on real-time insights underscores the transformative power of customer observation in the fast-paced world of food service.
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