In China, “fast food” simply means “quick meal.” The American fast–food giants introduced the fast-food industry in the Chinese market during the 1980s and 1990s. Kentucky Fried Chicken (KFC) introduced the concept of modem fast-food in China in April 1987 when it established China's first fast food restaurant in Beijing (Research Report on China Fast Food Industry, 2011-2012). Since then, the Chinese fast-food industry has witnessed rapid growth characterized by competitive pattern of high-grade versus low-grade, modern versus traditional styles, and Western versus Chinese styles. Today, the fast food industry has become one of the most attractive industries ...
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