China’s consumers have embraced the fast food culture since the opening of the first KFC outlet in Beijing in 1987. The fast food industry has come a long way, enjoying an average annual growth of 20%. Turnover in year 2000 reached RMB 200 billion. The capital’s appetite for fast food shows no signs of abating. About 79% of the outlets serve Chinese food, while 21% serve Western fast food. The western fast food target market consists of children aged 16 and below accompanied by family members, while Chinese fast food targets mainly those aged 25-44 years old. Major issues facing the industry are lack of quality control and service standards. The authorities are beginning to recognise the importance of this industry, and have drafted laws and regulations governing hygiene and service standards to promote improvements. Competition and the level of sophistication of the Chinese consumers are both on the increase, and it is vital to have the latest information. This book provides readers with detailed information on:  Market segments  Impact of W To  Legal issues  Strategic trends and analysis The next few years would likely prove crucial as the industry continues to grow.
