Yum Brands Inc. pledged new initiatives to improve its KFC brand in China in the coming year, but offered few details of the efforts and how they are expected to boost sales in the country, the Wall Street Journal reported Wednesday. Vice chairman Sam Su, who is also Yum’s China chief executive, said the company will introduce changes to KFC’s menu and use social media and other digital tools for marketing. China accounts for half of Yum’s revenue and 44 percent of its operating profit, the report said. But the company’s same-store sales in the country have dropped 16 percent year to date partly because of a government investigation into the improper use of antibiotics by some chicken suppliers, it added.
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