There is an interesting article from a restaurant advisor perspective on the CNBC guest blog on the perception of U.S. restaurant brands in China and the consumers in that country. If you are planning on expanding operations to China or focusing on those immigrants coming here, a few important issues brought up in that blog could be helpful in your marketing programs. Here are some excerpts from the article “Why Western Fast Food Brands are Winning in China” by Shaun Rein, Founder & Managing Director, China Market Research Group and why this presents you an opportunity in how to market your foodservice product to the Chinese: “I was interviewing Emily, a twenty-four year old Shanghai girl about her dining habits. As we talked, she kept messaging her friends on her iPhone 4 when she said, “I love Kentucky Fried Chicken. I go there all the time because the food there is healthy.” Her response initially took me by surprise: since when is food from Kentucky Fried Chicken considered healthy?” The caveat as a restaurant advisor in this article is to promote food safety in your advertising and marketing materials. This is the single most important issue to Chinese consumers eating in restaurants now. “Misrepresentation of product safety can be costly because the Chinese have become unforgiving when it comes to health. A mere allegation is enough for businesses to lose customers, see their bottom lines hit and their share prices decimated.” If you are a restaurant manager who makes changes to the menu often, be sure to state your ingredients correctly and do not misrepresent anything. Due to recent events in their home country, Chinese visitors and immigrants coming here are suspicious and it is important to earn their trust if you want them as steady patrons at your food service establishment. Need other ideas on food and beverage marketing and management? Visit our newsletters on other ideas and help from this restaurant advisor. Or, please share your suggestions and links for our readers here.
