In recent years, KFC has continuously introduced products suitable for the tastes of China consumers, offering dishes that China people like: from old Beijing chicken rolls, medlar pumpkin porridge to old duck soup. In 2003 alone, more than 20 kinds of long-term and short-term products with "China characteristics" were launched. Jim Bryant, who introduced subway sandwich chain to China, said, "In China, even a fool can sell chicken." . However, Yum! CEO Novak. The brand says: Success is not that simple. For many years, we have been paying close attention to customers' needs, he said, pointing out that KFC has done a better job of maintaining its importance in China than in the United States. Although KFC still offers its main original fried chicken, it has almost adjusted the entire menu to suit the tastes of China people. For example, KFC in China recently changed the chicken in the chicken burger from chicken breast to chicken leg. Wang Qun, director of the Public Affairs Department of KFC Greater China, admitted: "This practice has been complained by foreign tourists." . However, after making some changes, the sales of sandwiches doubled. At the same time, KFC found that some recipes that were well reflected in the west, such as cabbage salad and mashed potatoes, were not pleasing in China; However, after replacing the traditional side dishes of KFC with four-season vegetables and rice, porridge and soup tailored for China people, it was warmly welcomed by people.

The success of KFC depends more on its understanding of the China market. In 2003, KFC opened its first Ryder fast food restaurant in Beijing, and its target customers were China car users who were growing exponentially. KFC also provides take-away food delivery service, taking advantage of the growing petty bourgeoisie in China. They sit on the sofa at home, watch DVDs or play video games, or just immerse themselves in the Internet. KFC is also good at attracting children. In order to win the loyalty of children, KFC created Qiqi, a furry chicken mascot, specially for the Asian market. On the occasion of children's birthday parties, employees dressed as Qiqi always take great pains to entertain the birthday girl. Its popularity is so high that they are often at a loss.