China
When it comes to fast food in China, KFC is the undisputed champion. As of 2024, KFC boasts over 9,100 outlets across China, while McDonald’s has just over 5,500. This dominance is rooted in KFC’s early entry into the Chinese market in 1987 and its willingness to adapt menus with local flavors like congee and spicy chicken. According to Yum China’s 2024 annual report, KFC’s annual sales revenue in China outpaces McDonald’s by a significant margin, making it the leader among Western fast-food brands in the country. Chinese consumers have embraced KFC as a trendy spot for both young and old, favoring its menu variety and family-friendly atmosphere. The trend has continued strongly into 2025, with KFC’s aggressive expansion in smaller cities and digital innovation keeping it ahead of the pack.
South Africa
In South Africa, KFC is almost a national institution. With more than 1,000 outlets nationwide as of early 2025, KFC has been the top fast-food chain for years, consistently outselling McDonald’s, which operates fewer than 300 stores in the country. KFC’s deep integration into local food culture—offering sides like pap and spicy wings—has helped it connect with South African tastes. Brand Finance’s 2024 report ranks KFC as the most valuable fast-food brand in South Africa, with annual sales figures that dwarf those of McDonald’s. KFC’s drive-throughs are a common sight, and its buckets are a staple at family gatherings and sporting events. The brand’s strong community involvement and clever local marketing have only strengthened its hold on the market.
Thailand
KFC is the clear fast-food leader in Thailand, where it has over 1,000 stores compared to McDonald’s 200-plus outlets as of 2024. KFC’s menu in Thailand is uniquely tailored, featuring spicy fried chicken, rice dishes, and even green curry. According to Euromonitor’s 2024 industry analysis, KFC regularly posts higher annual sales and market share than any other Western fast-food chain, including McDonald’s. Thais appreciate the brand’s affordability and innovative marketing campaigns, such as limited-edition flavors and viral social media promotions. This strong local connection has ensured KFC’s position at the top of the Thai fast-food market into 2025.
Malaysia
In Malaysia, KFC’s popularity is unmatched among fast-food giants. As of mid-2025, KFC operates over 780 outlets, while McDonald’s trails with around 320. KFC Malaysia’s 2024 company report highlights its impressive sales growth, attributed to a menu featuring Halal-certified chicken, spicy options, and local favorites like Nasi Lemak. Malaysians often choose KFC for celebrations and gatherings, making it the go-to spot for family meals. The brand’s strong focus on local tastes and its reputation for quality have allowed it to consistently outsell McDonald’s in both urban and rural areas.
Indonesia
With a population of over 275 million, Indonesia is a crucial battleground for fast-food brands. KFC leads with more than 750 outlets as of 2024, far surpassing McDonald’s presence of about 280 stores. According to Statista’s 2024 data, KFC’s revenue in Indonesia is nearly double that of McDonald’s, thanks to its wide variety of locally inspired menu items and its accessibility in nearly every province. KFC’s popularity is buoyed by its affordable family meal deals and rice-based combos, making it a favorite among Indonesian families and young people alike. The chain’s deep market penetration in both big cities and smaller towns cements its status as Indonesia’s top fast-food choice.
Philippines
KFC has enjoyed remarkable success in the Philippines, consistently outperforming McDonald’s in terms of sales per store. As of 2024, KFC operates about 350 branches nationwide, compared to McDonald’s 700, but KFC’s sales figures remain robust due to strong brand loyalty and menu innovation. According to the Philippine Daily Inquirer’s 2024 business review, KFC’s unique offerings—such as the famous Double Down and local favorites like Filipino-style fried chicken—have driven its popularity. The chain’s ability to balance Western appeal with Filipino tastes has kept customers coming back for more.
Australia
In Australia, KFC has managed to outsell McDonald’s in the fried chicken segment and is often cited as the country’s favorite fast-food chicken brand. As of 2025, KFC operates over 730 stores, while McDonald’s has over 1,000, but KFC’s annual sales in fried chicken vastly exceed McDonald’s chicken options, according to IBISWorld’s 2024 report. Australians flock to KFC for its signature Original Recipe chicken, zinger burgers, and frequent meal deals. The brand’s strong presence in both urban and regional areas, along with clever marketing and sponsorship of sporting events, keeps it top of mind for many Aussies. KFC’s ability to cater to local tastes and offer consistent quality has secured its place as a top performer in the Australian fast-food scene.
