Chicken scare takes bite out of KFC's reputation
Restaurant chain's owner apologises as reports shake diners' confidence in products - again
Yum Brands, the parent company of US fast-food chain KFC, is facing its worst crisis in two decades on the mainland.
The company's vice-chairman apologised to Chinese consumers on Wednesday night after media reports that two of KFC's big suppliers fed chicken excessive amounts of antibiotics and hormones.
The company was accused of failing to report the case to the government after discovering illegal drugs in the suppliers' chicken products.
The adverse publicity has hit the firm's sales harder than expected. Yum said same-store sales in China, which accounted for more than half of its total revenue, fell 6 per cent in the fourth quarter, compared with a 6 per cent rise in the previous quarter.
Beyond the sales decline is mainland consumers' shaken confidence in the brand, which had been considered a safe, clean and good-quality option.
Over the past month, "finger-licking good" chicken and "New Orleans chicken wings" were no longer on Pu Lijian's wish list when the Beijinger dropped by the KFC restaurant near his home for breakfast. Instead, he ordered congee, fried dough sticks and soy milk.