Joey Wat, the CEO of Yum China, has a unique approach to understanding consumer behavior. Known affectionately as the "chicken killer" at home, she's responsible for the staggering success of KFC China, which consumes a billion chickens annually.
Rather than relying solely on marketing strategies or AI, Wat takes a more hands-on approach. She spends hours in KFC restaurants, observing customers' dining habits. One such observation led to the creation of the boneless "mashed potato burger," inspired by Gen Z's innovative way of eating fried chicken with mashed potatoes and gravy.
This insight-driven approach has also revolutionized Pizza Hut China's menu. The best-selling pizza is now the durian pizza, a controversial choice that has proven to be a massive hit. Despite the fruit's pungent odor, it's incredibly popular among Chinese consumers, accounting for a quarter of all pizzas sold.
Wat's success story highlights the importance of direct customer observation. By simply watching and listening, she has been able to identify trends and create innovative products that resonate with consumers.