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China Daily Website

Taiwan's Dicos plans big push into 1st-tier cities

Updated: 2013-09-25 08:57

Taiwan’s fried chicken fast-food chain Dicos has vowed to open 450 new chains each year, to total 5,000 restaurants by 2020 on the Chinese mainland.

The fast-food chain that was launched in 1996 and has around 2,000 restaurants in Chinese second- and third-tier cities now aims to entering first-tier cities, including Beijing, Shanghai and Guangzhou, according to the company’s top executive.

The move has moved the brand into direct competition with its Western rivals, such as McDonald’s Corp and Kentucky Fried Chicken Brands Inc.

Of the newly added restaurants, about 10 percent will open in first-tier cities, said Steven Lee, vice-president of the Food & Beverage Business Group of Ting Hsin International Group, on Tuesday in Beijing. Their ambitious plans are designed to meet the rising demand for better fast food among booming middle-class communities in the country.

Lee referred to the planned expansion as an evolution from previous experience gained at provincial capital cities across the country. He described Dicos as in the fast casual category, providing customers with fast, tasty, healthy and safe dining services.