The operator of KFC in China, Yum China, has quietly launched a new pilot concept called Fried Chicken Brothers, expanding its portfolio of localised sub-brands.
The concept currently operates two compact stores in Shanghai, each approximately 20sq m, focusing exclusively on takeaway and delivery. The new brand offers two distinct culinary experiences: one specialising in Chinese-style fried chicken, the other in Korean-style varieties.
The Chinese menu features regionally inspired dishes such as Litsea cubeba-spiced chicken, crispy chicken skin with chilli and Yanbian barbecue kimchi-flavoured chicken racks. The Korean-style outlet focuses on boneless fried chicken, paired with a variety of bold sauces including rich cheese, amber sweet & spicy and honey mustard.
According to user reviews on Xiaohongshu (Rednote), the average per-person spend is around 30 RMB (US$4.12) , positioning the concept as an affordable and flavour-forward alternative in the fast-food fried chicken space.
Fried Chicken Brothers joins Yum China’s growing portfolio of KFC sub-brands in China, which also includes KCoffee and Kpro, as part of the company’s broader strategy to diversify offerings, appeal to younger consumers and cater to evolving local tastes.
