Pizza Hut Wow leads Yum China's charge into smaller cities

Tough competition, 'rational' consumers push fast food chain to new markets

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A Pizza Hut Wow restaurant in Shenzhen: The new chain has become a key component of Yum China's low-cost strategy, helping it reach smaller cities as well. (Photo by Wataru Suzuki)

KENJI KAWASE

TOKYO -- Yum China, the operator of KFC and Pizza Hut in the mainland market, is accelerating its expansion into smaller and generally less well-off cities, taking advantage of its new low-cost store models.

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