Tuesday, September 13, 2005

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So KFC really came off looking bad in China a few months ago with the scare over a certain coloring agent in their food. In order to pick up and dust off their reputation, they've launched a new campaign that emphasizes how they are changing to fit China by creating a New Fast Food strategy. I wonder how us Americans are supposed to feel about this, given that the image of American consumers painted in the new advertising is pretty, uh, pretty unflattering. From a placemat I picked up on my last visit:

传统洋快餐与新快餐的对比
A Comparison of Traditional Western Fast Food and the New Fast Food
肯德基“传统洋快餐”定义
KFC's definition of Traditional Western Fast Food
肯德基“新快餐”定义
KFC's definition of New Fast Food
种类单一,选择少
Single selections, less choice.
品种丰富多样,口味中西融解融合,选泽更多
A variety of foods, uniting western and Chinese flavors, creating many more options to choose from.
以油炸食品为主
Mainly fried foods.
多中烹调方式
A choice of several cooking methods.
疏菜品中少,西式口为不受欢迎
Few vegetables, Westerners don't like them.
疏菜中类多,口味中国化
More types of vegetables in order to appeal to the Chinese tastes.
产品终年不变
The same products throughout the year.
不断推出新产品
Continuously bring out new products.
鼓励多吃
Encourage eating more.
引导适量,均衡饮食
Encourage responsible consumption and a balanced diet.
照搬美国模式的食品安全体系
Follow American food safety standards.
打造中国模式的食品安全体系
Construct Chinese food safety standards.

Actually, given the growing waistline of the average American, maybe I agree with the above portrayal of American fast-food consumers!

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