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China 2015: BRAND PROFILE | 99. Yonghe King

Yonghe King focused on improving customer satisfaction in its fast food restaurants and refining its menu of soups and noodles to position the brand as a specialist in Taiwanese flavor.

The company worked on increasing the speed of food delivery. And in a year when some of its foreign competitors were hurt by food safety issues, it established an R&D center devoted to ensuring food quality and safety.

Yonghe King is present in major Chinese cities with over 300 outlets that appeal to families and young people. Launched by Taiwanese investors in 1995, Yonghe King is substantially owned by Jollibee Foods Corporation, a Philippine fast food company.

Net income of Jollibee Foods Corporation increased 9 percent to $56 million on a 7 percent revenue rise to $983 million, in
the first half of 2014. For the full year 2013, net income grew 25 percent to $110 million on $1.9 billion in revenue, a 12 percent rise.