KFC shocked the fast food world last month when it announced that it had plans to start selling its fried chicken in Mongolia, which has mostly remained terra incognita for global fast food brands. The previous international fried chicken chain to have tried its luck in Mongolia was Kenny Rogers Roasters', whose gamble on the country lasted only a few years.
Home to Asia's fastest-growing economy, Mongolia may make sense as the Colonel's next target for international growth, but the Financial Times has an interesting column about why the Mongolian market is such a tough one to crack, especially for fast food chains. From the FT:
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