Ein chinesischer Arbeiter transportiert Güter zu einem KFC Fastfood-restaurant in Shanghai, China, 2. Dezember 2012. In China fast food Segment, Vielfalt ist das spic
A Chinese worker transports goods at a KFC fastfood restaurant in Shanghai, China, 2 December 2012. In Chinas fast food segment, variety is the spice of life. A surprise contraction in China sales for KFC owner Yum Brands says more about the growing range of fast food options than it does about strength of consumer demand. Yum surprised investors on Friday (30 November 2012), guiding for a 4% year-on-year decline in China same-store sales in the fourth quarter. That is a turnaround from 6% growth in the third quarter, and a sharp decline from 21% in the same period last year. Combined with lower than expected guidance for 2013, it was enough to trigger investors gag reflex-the companys share price ended Friday down 9.9%. The problem for Yum is that Chinas growing appetite for dining out is drawing more competition to the sector. Yum has been aggressive in opening new stores, with 4, 493 outlets at the end of 2011 compared with 3, 453 in 2009. But so has its competitors.
