On September 24, the 2021 Guangdong 21st Century Maritime Silk Road International Expo (referred to as the Hai Silk Road Expo) was officially opened. The theme of this year's Guangdong HiSilk Expo is "New Stage, New Concept, New Pattern". At the KFC booth in Guangdong, the integration of Lingnan culture, the unpowered food truck service and the debut of the Cantonese classic food - a bite of Xiduoshi made the KFC booth a "net red punch point" in the exhibition hall.
Integrating Chinese and Western cultures, KFC created a special booth
In recent years, Guangdong KFC is committed to promoting the inheritance and integration of Cantonese culture, in Guangzhou, Foshan, Dongguan, Cantonese culture, Lingnan architecture, dragon boat theme, etc., have collided with KFC to create a different spark.
Since last year, Guangdong KFC and Guangzhou Museum have created the "Brilliant Yangcheng" expo space to continue to promote the inheritance of Cantonese culture. At present, the Cantonese stained glass window theme exhibition is also underway, and the KFC booth is a fusion of the traditional architectural element of the Manchurian window. The exterior wall of green bricks, warm colored tiles, Cantonese classic food light signs with a strong Cantonese style, a large metal floor-to-ceiling screen will be KFC food elements with simple lines into the traditional Cantonese stained glass window design inspiration, through this Manchurian window people seem to have walked into the romance of Cantonese life, experience the charm and freehand of Lingnan, but also feel the Attitude of Guangdong KFC to integrate Lingnan culture, innovation and change.
On the other side of the booth, the arrangement with KFC KCOFFEE as the main element shows a living space that is free to live. The stick figures of the black lines on the white wall outline the production process of KFC flash coffee, and the handsome barista brother seriously adjusts a cup of oatmeal latte, which is in response to the sentence "It's Coffee Time" on the wall; the K xinxuan self-service retail cabinet next to it has a variety of new retail products such as chicken soup and fried rice, which can get the chef's craftsmanship at any time, which is the "free kitchen" belonging to consumers.
The two unique display spaces of KFC Hiserk Expo are the intermingling of Chinese and Western cultures, as well as the contrast between tradition and modernity.
"A Bite of Cidots" debuted, and KFC's delicious creativity is unlimited
"Wow, I actually ate Cidots in KFC!" Golden color, fragrant soft toast, crispy outside and soft inside, sweet and not greasy taste, light and cute one bite at a time. The debut of KFC's Cantonese classic "One Bite of Xiduoshi" at the Hi Silk Expo brought a surprising experience to consumers.
In recent years, KFC has continuously deepened its localization strategy, in terms of product innovation, on the one hand, it continues to consolidate the "jianghu position" with classic products, on the other hand, through subversive innovation, intensively launched creative new products, maintaining the youthfulness of the KFC brand, and also giving consumers who like freshness the reason to continue to buy. Hot dried noodles in Wuhan, meat swallows in Fuzhou, peppery soup in Henan... KFC continues to "go out of the circle" to create regionalized special menus, paying tribute to traditional Chinese food culture, and also demonstrating the brand's strong innovation ability.
Help consumption of new scenes, so that delicious food is close by
At KFC's booth, a food truck with light tones attracted attention. Blue background, a flower "lotus crisp" jumped on the car, pale pink two-color, flowers into the crisp, as if blooming in the summer lotus pond delicious, with the KFC powerless food truck together to help the summer of Yangcheng, to welcome guests from afar.
It is understood that this unpowered food truck is another representative of the KFC brand innovation model. As a flexible and convenient service model, it will accommodate some of KFC's kitchen equipment in several square spaces through reasonable internal space settings, ensuring that the food trucks and store products have the same quality standards, especially for parks, scenic spots, large communities and other places, and has been launched in Guangzhou, Foshan, Shenzhen, Huizhou and other places in Guangdong Province.
Just like the theme of this year's Hi Silk Expo "New Stage, New Concept, New Pattern", KFC has continued to maintain rapid development in the Chinese market for more than 30 years, with footprints in all provinces, municipalities and autonomous regions (except Hong Kong, Macao and Taiwan), with a total of more than 7,600 stores and more than 1,000 stores in Guangdong Province.
Courtesy of correspondent/interviewee
As a leading fast food chain brand in China, KFC continues to develop products that meet local tastes, innovate service models and upgrade consumer experiences. It is believed that in the future, KFC will uphold the spirit of innovation, bring more fresh experiences to consumers, and help Guangzhou build an international consumption center city.
【South + Reporter】 Huang Shumin
Courtesy of the surveyed companies
【Author】 Huang Shumin
【Source】 Southern Press Media Group South + client
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