THE BATTLE OF THE CHICKENS

Deep fried chicken battle continues. 


In the summer of 2019, Jollibee, which is the number 1 fast food chain the Philippines opened its first store in Edmonton. There was a hype amongst the Filipino community because it was their very own unlike the Canadians who simply couldn’t understand the whole point. In its opening, there was a 3-hour line-up with two big tents outside to shield the patrons from the rain and the cold.

Last night, there was one or two odd Canadians that stood amongst the Filipinos. Either they are friends or family members and have come to love or appreciate the dishes and tastes that are uniquely from the country. We gave in to the craving and made some critical comments that can make it better. But yes, it reminded me of home.

The Korean fried chicken had been a global hit ever since the craze became an obsession in that island country. They have the Korean Fried Chicken University and exporting the know-how and technology all over the world. This is worldwide domination. 

Who would have thought that KFC will be the number fast food in China of all countries in the world with its rich culinary heritage? Guess what, KFC however badly denigrated in North America is having its massive success in the Asian region.

Popeyes are going Canadian with several outlets popping left and right in Alberta and other provinces. The Southern flavor attracts patrons who are not afraid to take some heat from time to time.

What is the secret to this?

The secret is understanding what makes a product appreciated by the locals, adjusting the flavor and making cultural appropriations in the right way. Massive advertising and also using local endorsers that can speak for the product. It is a tried and tested formula nobody could argue its success. 

The consumer is a global consumer. It is not a North American consumer, who is painted in one big brush stroke. We live in a global consumer society with heterogeneity and diversity as its highest state. There is always a consumer waiting to be converted. 

​The battle continues...........