
More and more Western fast food chains are making their presence felt in China. But typical Chinese food has been added into the menu. And what they offer here might be very much different from the menu items in any other country in the world.
Today there’s a new item being unveiled at KFC, which is the most popular overseas franchise operation in China. What is it like?
Starting Monday, Shao-bing, or Chinese-style pancakes, is being sold at KFC. It’s the newest item being offered at KFC aimed specifically at the Chinese market.
Ms. Xu is buying for her family the new Shaobing which is a puffy sesame pastry stuffed with pork, egg, veggies and mayonnaise. The original Shaobing doesn’t have the above ingredients, but Ms. Xu likes the new kind anyway.
“Pretty good. It’s crispy. Not bad at all. Kind of like thousand-layered pancake,” said Xu.
Alex is an international kind of guy who is enjoying his breakfast in a KFC chain store in central Beijing.
“They have a kind of spicy shrimp burger, which is not something you can find in KFC in London or Paris or in New York. They have some kind of salad, like corn. I don’t think they would have that locally back in the States,” said Alex.
KFC’s country-specific menu also includes porridge and You-tiao, or fried dough-sticks, which you’ve never seen before in other KFCs around the world.
Some customers say they prefer the well-known overseas brand to local restaurants for its clean environment and fresh materials.
And KFC is not the only enterprise to approach this strategy of localizing its set menu. If you visit a Starbucks in China, you will find red tea during Chinese New Year and Zongzi, or a type of sticky rice dessert, during the Duanwu or Dragonboat Festival, all typical Chinese food passed down from thousands of years ago. Even Papa John’s came out with pizza using traditional Chinese ingredients.
As long as there’s demand, overseas fast-food chains plan to roll out even more Chinese-style menu items.
“We often come out with new products, pretty much once a month. They sell well,” said the manager of a KFC chain store.
However, some customers complained about the high price of the new products. For example, each Shaobing costs 10 yuan, or almost 1. 5 US dollars. That’s five times more expensive than local products.
One the other hand, KFC’s biggest rival McDonald’s maintains an essentially uniform menu everywhere in the world, while giving a discount to the price.
Experts say the Chinese market is huge and it welcomes new attempts. But it never changes the nature of the western kind of food.
Duan Fugen is the secretary general of Shanghai Restaurants Association.
“I believe that adding some variety won’t change the main items offered on the menu. There are risks involved. It’s not a certainty that the new item suited to China’s taste will be popular. Only time can tell which business strategy will succeed,” said Duan.
Duan Fugen says Chinese restaurant chains are also learning from foreign fast-food groups. They are improving service quality and management method to face the fierce competition.



It was hailed as a superfood that could fight breast cancer, strengthen bones and ease the menopause. Once thought of as exotic, today soya can be found in a variety of guises on supermarket shelves, from dairy-free milk and yogurt to vegan cheese and tofu.
Soya was first cultivated in China, where it was used as medicine and in cooking. Last year, more than one million tons of it were imported to the UK. However, there is mounting evidence that soya could, in fact, pose a serious health risk.
Experts claim soya foods might lower testosterone levels in men, hamper thyroid function, cause weight gain and disrupt hormones.
Hailing from the same family as beans, peas and lentils, soybeans are crushed to form soybean meal, which is then used to make edible soya products.
It contains all the essential amino acids to build protein in our bodies, and many vegetarians opt for soy products as a way of upping their daily protein intake.
Surprisingly, according to food-industry estimates, it is also found in 60 per cent of processed foods, adding bulk, flavour and texture.
Breakfast cereals, cereal bars and biscuits, cheese, cakes, dairy desserts, gravies, noodles, pastries, soups, sausage casings, sauces and sandwich spreads, to name just a few, often contain soya.
It appears on food labels as ’soya flour’, ‘hydrolysed vegetable protein’, ’soy protein isolate’, ‘protein concentrate’, ‘textured vegetable protein’, ‘vegetable oil’, ‘plant sterols’, or the emulsifier ‘lecithin’.
Millions believe it to be a healthy option, providing protein with no saturated fat and without the risk of raising cholesterol levels. Yet it seems the very properties that made soya so attractive could also make it a health threat.
The soya plant boasts high levels of phytoestrogens that mimic the action of the body’s own oestrogen. And 100g of tofu contains 12.9mg of phytoestrogens, while 100g of soya yogurt or soya milk contains 11.8mg.
Dr Margaret Ritchie, an expert in phytoestrogens at the University of St Andrews, explains: ‘These oestrogen-like chemicals are up to 20,000 times weaker than natural oestrogen. If a woman is low in oestrogen, as in the menopause, the extra oestrogen absorbed when soya is eaten can help relieve menopausal symptoms.’
It may also reduce the impact of the body’s own oestrogen on breast and womb tissue, protecting against breast and uterine cancers, which are triggered by the hormone.
However, according to recent studies published in the Journal Of Nutrition, soya baby formula could cause problems in male infants.
Research at Edinburgh University into the effects of soya milk on young male monkeys found it interfered with testosterone levels, prompting concerns over fertility and disease in grown men.
Furthermore, studies in Japan suggest a high intake of soy-based products can disrupt the thyroid gland, leading to weight gain, fatigue and mood problems.
Marilyn Glenville, nutritionist and author of the Nutritional Health Handbook For Women, says: ‘Soya can block the uptake of the chemical iodine which is needed for a healthy thyroid. Turnips, cabbage, peanuts and pine nuts have similar effects. If you are diagnosed with a thyroid problem, you’ll be told to restrict your intake of all these foods.’
She adds: ‘The soya in soy burgers and sausages and added as flavour enhancers is highly processed. The soya-bean fibre is removed and the residue is soaked in an aluminium tank, then treated with chemicals such as nitrates, which some studies have linked to cancer.’
Glenville recommends reducing overall intake of processed foods and increasing intake of wholefoods.
The British Nutrition Foundation recommends adding traditional soya-bean products such as tofu, tamari, miso and tempeh to a healthy and varied diet.
‘Don’t overdo it,’ warns Glenville. ‘It is healthy in small quantities, but could be unhealthy if eaten in excess.’ One small portion, about 30g, a day is ideal.
And as there is evidence linking GM soya to a raised allergy risk, ensure any soya products you buy are organic and therefore GM free.