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BEST SPOT FOR SUNDAY BRUNCH
When you live abroad, Sunday does not sounds like family day anymore. On a sunny Sunday, we were walking in town and found the entrance of this flabbergasting place: lots of little houses with patios, one bakery ("Farine", an institution in Shanghai for any bread and pastries lovers), countless restaurants between the trees with terraces to chill on and one famous SPA upstairs...
This place, which is like a little village in a big city, is perfect to relax while having a fresh lunch, you can then walk through the little houses where there are art gallery, little shops, flowers market... I spent a whole Sunday afternoon there, and took a lot of picture you can see in THIS GALLERY.
Adress: Ferguson Lane, 376 Wukang Lu, near Tai'an Lu.
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THE VIEW BAR - Probably the best place to go in Shanghai.
We went there when other ESDES students who are studying in Asia came visit us in Shanghai, and it will remain the most flabbergasting landscape I have ever seen. Whatever if you come in Shanghai for on week or one year, you have to go there. You just have to pay 100 RMB at the entrance, and then you go upstairs. You have a glass of wine with the ticket you bought, and can drink it on the terrace with this view. The best moment to go there is in the evening before 10:30 p.m when all the lights on the Bund are on.
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Since I arrived in Shanghai, I see everyday something so strange in the point of view of a French girl: chicken feet. It is sold everywhere: at the entrance of the subway station at 7 a.m, in the street, between Pringles and Lays in Carrefour. The first time I saw it I found it soooo disgusting. But then, I started Chinese courses and my teacher told us it was one of the most common Chinese dishes. She told us how to call it in Chinese, and since we know it, we have realized that there was chicken feet inside few dishes we bought in the street without knowing what was inside.
Actually, the first Chinese class consists in learning the different words you add after the name of the meat: if you want chicken you have to say chicken meat, or you may have chicken feet, chicken head, chicken stomach or chicken intestin; it depends on how lucky you are !
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In 2014, KFC, the most popular chicken restaurant chain, listed 18,875 outlets in 118 different countries around the world whereas McDonald’s, the world’s largest chain of hamburger fast food restaurants, listed 34,492 restaurants in 116 countries. Then, the question at stake is why does KFC do better business than McDonald’s in China?
KFC was the first quick-service restaurant chain to enter China in 1987, and has now more than 4,800 locations here whereas McDonald’s entered China three years later and has now over 2,000 stores in China. Additionally, KFC is a part of the business of Yum!, an American brand which includes Pizza Hut too.
KFC is the most popular foreign brand in China, and it was built largely by catering to local tastes in its menu choices. In fact, KFC has more China-specific choices than McDonald’s; for example, they offer breakfast with local flavour. McDonald’s has added some menu items that address Chinese tastes, but hamburgers are an acquired taste in a country more used to pork, chicken and fish; more Chinese people like fried chicken more than hamburgers, although McDonald’s rolled out a new marketing plan aiming at young adult Chinese consumers last year.
KFC reinvented the fast food toy meal in China. Knowing that China has 557 million mobile Internet users, KFC created a mobile game and a digital campaign supported by traditional media. The app, available with a QR code given on figurines offered when you buy a KFC combo, avoids to set EXO alarm clocks and stickers to share on mobile app Wechat, which is the largest standalone messaging app by monthly active users (378 million in China). 10 EXO fan parties were organized in different KFC around China too, in order to welcome fans of the band.
KFC has better coupon deals than McDonald’s, which is very important to most Chinese consumers. About half of customers of either restaurants use coupons, but the best tasting stuff at McDonald’s, the beef, rarely has good coupon deals.
McDonald’s faces declining sales in Asia after China food scandal, while KFC marketing campaigns may have convinced people that KFC is more healthy in China than America; their message is that KFC in China is the “new fast food”, healthier than other fast food options abroad in China.
Even if China has suffered a string of product scandals over the past decade, foreign fast food brands are still seen as more reliable than Chinese competitors, though local brands have made big improvements in quality. Even if minor KFC supplier was investigated for providing expired meat, KFC is and will remind the leader in the fast-food industry for a lot of Chinese people, even if it is often the subject of negative reports.
To conclude, KFC is the biggest fast-food chain in China, with more than 4,800 outlets and plans to open 700 more this year, which is integrated into Chinese consumers’ lives and offer products that appeal to their local taste preferences. McDonald’s may have a good strategy for growing its Chinese business, but the company waited too long and let KFC build too large a lead. China remains for all of those the best opportunity of the 21st century with a consuming class that is expected to double from 300 million to more than 600 million people by 2020.
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For my family, here is the link to access to the pictures of my semester abroad : Picture gallery
Pour ma famille: Pour accéder aux photos de mon périple, CLIQUEZ ICI
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