Globalized Childhood?

Kentucky Fried Chicken in Being

Eriberto P. Lozada, Jr.

Background

Transnational organizations

 Provide support for movement  Two perspectives “

concrete model of globalization ”(Marilyn Strathern

)

culture implications of transnational processes

Chinese Children

 “Little king” and “little sun” (birth policy)

History 

1987 The first KFC opened in Qianmen area of Beijing(2000 to 3000 customers a day)

 

1988 It fried 2200 chickens a day 1994 KFC had 7 restaurants in Beijing and 21 in other cities

Strategy

 Recognizable symbol: Chicky (a cartoon character that KFC hopes Chinese children will associate with KFC, also an advertisement on children’s stuff)  Playing place and big store for birthday party  Toys and patient waitress  Localization

Competition: KFC vs Glorious China Chicken

KFC Big place, large window, takeout window with full menu Good sanitary facilities Clean constantly (different from U.S.) Glorious China Chicken Bored waitress and unpleasant manager, less varieties, cheaper, more Chinese Worse bathroom Clean constantly Delivery services Kids No Adults

Chicken frying and transnational politicking

  KFC launched its operations from the

political power center

, Beijing  Local managers are given

operational autonomy

from Louisville, Kentucky and Purchase, New York to determine the relationship between KFC and Chinese government, as long as they achieve “results with integrity”-standards that are spelled out in the KFC Code of Conduct.

Decentralization:

chicken goes bad quickly and there is little time for KFC staff to consult with superiors about decisions.

“Cock Fight”: competing and learning  Chinese companies in

major cities

sought to form joint venture operations with KFC   

Reducing prices(1990)

Changing strategy: 1987,40 percent of the raw materials for its menu were

importe

d, 1991, only 3percent had to be imported because the local development of the fast food industry  Chinese learning for essence, western learning for

utility

In the late 1970s, increasing levels of individual consumption. To have a taste of

modernity

, people have desire to eat western food   More

varieties Localization

for choosing

Localization

 Chinese culinary tradition  Chinese taste( rise, vegetables)  Launch new choices constantly  Toys

Working with schools and finding young consumers

    KFC

sponsors

numerous children’s sporting events, essay competitions, and other contests.

  International Children Day (June 1,1993) An important role in this stratification of Chinese

childhood

. (enjoyable family event)

One child policy

Television-

Habits

: little king and little sun

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Conclusion

 Taste foreign( you can not make KFC at home, modernity, have fun)  Localization( something you cannot buy in American, KFC have to ensure that people are interested and supportive of their message )  Uniqueness( there are so many fast-food restaurants now)

Thank you !