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How Chicken Poetry Is Helping KFC Recover From China Scandal

March 20, 2013


Following the launch of "Operation Thunder" and a chicken-themed poetry contest, fast feeder KFC appears to be recovering from a food safety crisis in its most important market.

Parent company Yum Brands announced this week that same-restaurant sales in China were down 20% in January and February 2013, better than the 25% plunge previously forecasted. KFC China sales were flat in February, after sliding 41% in January. The news sent its stock price soaring.

Trouble started in November and December 2012, when Chinese media reported that a few KFC suppliers provided chickens pumped full of hormones and antibiotics. Consumers were horrified to learn of birds raised to maturity in just 45 days.

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