Compared with more than 20 years ago, when foreign F&B brands were allowed to enter the local market, the sector is full of energy, creativity and diversification, with more young people joining this industry and a wide array of gourmet TV programs being produced, he said.
"The market has become more exciting and competitive. I feel it poses as a bigger challenge to me than what I faced when I was in China, which people think is a difficult market to develop," Han said.
Looking ahead, KFC was considering introducing new store formats from Singapore, Thailand, Malaysia and some European countries, as well as designing new menus, to stimulate the desire for a bigger market share.
"Taiwan can definitely handle having more KFC stores," Han said with confidence.
Malaysia, with a similar population, has more than 300 KFC outlets, compared with Taiwan's 141.
Australia has had over 600 KFC locations, although its population density is among the lowest in the world, he said, adding that this proved that launching creative marketing strategies and providing fresh and delicious food are key ingredients to expansion.
A graduate of political science from National Taiwan University, Han helped introduce McDonald's to the nation in 1982 and became the US fast-food giant's first senior manager here.
In 1996, he was invited by the Chinese division of Yum Brands Inc (
In 2003, he was assigned to Thailand as KFC's managing director. Han helped KFC deal with Avian Flu storm and the chain remains Thailand's leading fast-food brand.
RSS