Localization Strategy of International Fast-Food Brands in China: KFC and McDonald's Comparisons

As globalization increases, more international brands are entering China. China has rich cultural deposits and a complex consumption structure. China is a market of opportunities and challenges for international fast-food brands growing globally in a uniform manner. fast-food the article analyzes KFC's localization path in China by standardization and localization strategy theory, meaning transfer theory for product development, advertising communication, store management, and digital marketing. The study compares McDonald's strategy in China to understand how different brand localization depth influences its market performance. Results show that KFC has built a strong local brand identity through flexible localization decision-making, cultural context communication strategy, and deep integration with the Chinese digital platform. This paper also mentions the possible problems, such as the weakened global brand image, the increasing cost control, and the difficulty in replicating local experience. Combining theory and practice, this paper aims to provide a reference for international brands in culturally heterogeneous markets such as China.