Western F&B Brands May Want to Rethink Their Supply Chains in China
It wasn't long ago that many Chinese consumers considered KFC's greasy chicken drumsticks to be a good healthy meal. The assurance of safe Western preparation standards and quality control processes had diners confident that they were less likely to fall ill than eating at a local restaurant.
That perception took a dive in late-2012, when state media revealed that excessive amounts of antibiotics and hormones were being pumped into some KFC chicken products. Coupled with the bird flu outbreak in early 2013, KFC's sales sunk 30% in the first quarter of that year. The ensuing advertising campaign centred around the "trust in every bite" messaging has struggled to restore consumers' faith.