At work, Joey Watt is known as the Chief Executive Officer of Yum China. At home, he is known as the “chicken killer” by his son.
In fact, it’s a satire that ties in with the success of KFC China—one of the company’s many fast-food brands, including Taco Bell and Pizza Hut. Speaking in 2024 good luck Global Forum, Watt said the KFC chain “kills 1 billion chickens every year.”
To put that figure into context, 1.4 billion people live in the country, and according to Watt, they eat 8 billion chickens each year — meaning KFC makes up a substantial portion of the lean protein consumed in China. .
The secret behind its popularity isn’t just a clever marketing team or even AI.
Instead, Watt revealed that she personally sits in KFC restaurants for “two, three hours” watching customers eat—and that has inspired some of the company’s biggest successes.
“So apparently, when kids eat fried chicken, they eat it with mashed potatoes,” he said, adding that Gen Xers were literally dipping their drumsticks into a side dish and then into a pot of gravy.
“What we can do with this insight is get rid of the bone,” he said, adding that he launched the boneless “mash potato burger.”
“Oh my God, it was selling so well because it’s the (children’s) way.”
Putting stinky fruit on pizza
It’s not the first time consumers have seen eating habits pay off: “Currently the best-selling pizza for Pizza Hut in China is not the Supreme (pepperoni, pork, beef, mushrooms, peppers and stuffed with onions). It’s a durian pizza with cheese.”
The Southeast Asian fruit is so pungent that it is banned on public transport, hotels and airports in many regions.
“It has that. [a] Strong smell,” said Watt.[If] You come to the shop [and] You don’t like durian pizza, our solution is, please go out.
“Thank God we didn’t need approval from the Yum! brand owner,” he added. Becoming an independent company in 2016 meant Watt’s team didn’t have to convince “people in New York or Texas or Kentucky” that the grassroots idea would pan out. “You can imagine that. [would] Absolutely impossible.”
Real-time insight proved valuable, again. One out of every four pizzas currently sold at Pizza Hut is of the durian variety. Last year alone, it sold 30 million pies.
“Just watch from the heart,” Watt concluded. “Some things you can observe directly from the customer and sometimes talking to the store manager helps.”
This discussion was presented by Insigniam. Discussion leaders include:
- Patrick Geraghty, President and CEO, Guidewell
- Javier RodriguezChief Executive Officer, Davita
- Nathan Rosenberg, founder, sign; Partner, Elixrr
- Joey Watt, Chief Executive Officer, Yum Chin
- Moderator: Matt HammerExecutive Editor, Features, good luck and Co-Chairman, Fortune Global Forum
