KFC to Serve Self-Heating Snail Noodle Dishes
Imagine walking into a KFC, and instead of smelling their signature fried chicken, you’re overpowered by pungent wafts of stinky sour snail noodles. That will soon be a reality in China, where the fast food chain’s localization drive has hit a whole new level.
KFC China has announced the launch of a range of pre-packaged, fast-cooking items entitled “Kaifengcai,” with chicken snail noodles among the items on offer. The menu, available later this month, also includes chicken breast, chicken soup, and fried rice.
What makes the news a hot discussions on the internet is the brand of the series — Kaifengcai, which is colloquially referred to as KFC for short.
Luosifen, has been a signature dish of the city of Liuzhou, in the southern Chinese province of Guangxi, since the 1970s. Known for its uniquely “stinky” aroma, the dish’s smell comes from the presence of sour fermented bamboo shoots, which are mixed with rice noodles and slow-boiled river snails.
In 2019, Liuzhou applied for national and world-class intangible cultural heritage status for the dish. It’s become a huge hit in recent years.
The new series of products, are considered an extension of KFC’s catering services and are designed to allow young consumers to experience KFC’s foods at more diversified scenarios, said an industry expert.
The move is the latest step in the localization of KFC’s menus in China, which feature a range of takes on traditional Chinese dishes alongside the fried chicken that most international customers might expect. Also, the new product series is to drive the visiting traffic of the catering brand and to further capture young consumers’ pursuits for novel tastes so as to differentiate from its rivalries.