Shanghai, with a population of more than ]2 million peppie, is the fastest-growing, richest city in eastern China. Today Shanghai has hundreds of fast-food restaurants including McDonald`s, Pizza Hut and the Chinese-style California Beef Noodle King.
Chinese customers like this new style of dining because it is fast, convenient and clean. These restaurant chains offer a wide variety of foods new to China. McDonald`s customers are still more likely to eat chicken or fish than the company`s more famous hamburgers because they are not so familiar with beef. Over time, however, the city`s customers are eating more beef, cheese and French fries than previous generations since more young people like to eat Western fast-food.
Shanghai`s Western fast-food restaurants are more expensive than the Chinese-style food outlets. As a result, it is members of the middle class earning more money and spending it on entertainment and food who eat in them frequently.Nowadays, about half of Shanghai`s consumers are eating out at a restaurant at least once a month. Most of them are young men under the age of 36.
How fast has the spread of fast-food restaurants been in China`? Take a look at Kentucky Fried Chicken (KFC) and McDonald`s: KFC had 40 restaurants in Shanghai in 1996, and 250 in 1998, while McDonald`s had 180 restaurants across China in 1998. Such popularity means that these figures will most probably double in two or three years.
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