Few things are more American than fastfood. The spices and grease of KFC, the thick cheesy crusts at Pizza Hut, thevague aura of sadness surrounding any McDonald's – these are quintessentialparts of the middle-class American experience. Even China hasn't withstood theunhealthy lure of Western fast food. When the first KFC opened in 1987 Beijing, few would have guessed that in 20 years, it wouldbe the numberone foreign restaurant brand in all of China.
很少有东西能比快餐更彰显美式的了。肯德基的香味料和油脂，必胜客的浓香奶酪，环绕着麦当劳淡淡的悲伤氛围——这些都是美国中产阶级生活中典型的部分，以致连中国都无法抗拒不健康的西式快餐的诱惑。自第一家肯德基快餐店于1987年在北京开业，很少有人能想到在不到20年的时间里，肯德基将成为遍布中国大地首屈一指的外国餐饮品牌。

Analysts have writtenbooks detailing the secrets to KFC's success in China. Any company's success is theresult of many factors, but one factor analysts often cite is that that theyweren't afraid to experiment with "Kentuckychicken with Chinese characteristics". While certain menu items are expected ofall American fast food (fries, soda) KFCs in China also served fast foodversions of more traditional Chinese food.
分析者曾用书面的形式详述了肯德基在中国大获成功的秘诀。任何公司获得成功都是由很多因素促成的，但分析者们常提及的一大因素就是他们不惧将“肯德与中国本土特色相结合”。虽然有些菜单上的菜品是地地道道的美式快餐（炸薯条，碳酸饮料），但中国的肯德基还会提供更趋向中国传统饮食风格的快餐。

Another huge component was associating thebrand more with luxury and indulgence, rather than "desperate, pathetic 1AMchicken cravings," as it's thought of in the United States. Although this modelwas primarily implemented in the early days of KFC, it helped justifythe costs of importing products from overseas to guarantee the quality. Today,Pizza Hut and Haagen Dazs in Chinahave capitalized on the success of "brand Western food as luxurious" to thepoint where eating in these restaurants is a kind of status symbol. Pizza Hutserves bacon and smoked salmon pizza, while Haagan Dazs offers delicate morselsof ice cream served in beautiful, gold parlors.
另一个重要的因素是将肯德基更多地与奢侈和放松的理念联系在一起，而非美国人感觉的“凌晨一点悲伤绝望时吃鸡肉发泄的欲望”。虽然这只是肯德基在早期践行的主要模式，但这证明了为确保产品质量而从海外进口产品的花费是合理的。现在，中国的必胜客和哈根达斯已经将成功打造的“西方快餐的奢侈文化”发扬到在西方餐厅里就餐是身份象征的层次。必胜客提供给顾客培根和烟熏三文鱼披萨，而哈根达斯则在漂亮金色的客厅里供应可口的小份冰激凌。

Still other restaurants maintain theirbrand identity and staples the world over. The McDonald's Chinese menuresembles its American menus so closely that the only minor changes they makemay come across as amusing to the uninformed.
但仍有其他餐厅在世界各地保持品牌统一性和主打产品的特色。麦当劳在中国列出的菜单与美国的如此相近，而仅有的几处微小改动都能逗乐不知情的顾客。

Without a doubt, Western fast food in Chinais here to stay, but which brands thrive and which fail will largely be becauseof market research and advertising. KFC, at the very least, has pulledahead of the crowd to earn its place in the hearts and stomachs of Chinese.
毋庸置疑，西式快餐已经在中国站稳脚跟，但品牌的兴衰更替则在很大程度上倚赖市场调研和广告。就肯德基来说，这个品牌至少已经率先赢得了中国消费者的心，也迎合了中国消费者的胃口。