McDonald's, Yum rework plans in China as market turns tough

Fast food giants' dominance seems to fade, leading to varying strategies to cope and thrive

Found at almost every major street corner across thousands of cities in China, McDonald's and fast food outlets under Yum Brands such as KFC and Pizza Hut have long enjoyed a run of super-sized growth as local consumers craved a taste of Americana.

The two fast food giants used to define China's fast food segment, with the duopoly accounting for more than half of the market share in a country that has the world's largest food service industry.