Yum China, the parent company of KFC in China, reported a significant expansion in its digital loyalty programs which now boast over 590 million members, accounting for over 40% of the country’s population.
According to Yum China’s 2025 earnings report, unique membership in loyalty programs across KFC and Pizza Hut experienced a growth of 13% from the previous year. The report also revealed that 55% of the company’s sales were made through these programs.
David Slavick, the founder of Ascendant Loyalty Marketing, a US-based consulting firm, referred to the achievement as “the largest loyalty program in the world”.
Yum China Holdings, an offshoot of Yum Brands based in Shanghai, owns and franchises more than 18,000 stores across the country. This includes approximately 13,000 KFC locations, which the company claims is the largest restaurant chain in the country.
The company has pursued a strategy of quick expansion in a market where consumers utilize digital payment apps more extensively than in other consumer markets such as the United States, a trend which has sped up in recent times.
On Wednesday, Yum China’s CEO, Joey Wat, informed investors that the KFC loyalty program was “really helping our long-term and short-term business”. He attributed this to the growth in the popularity of the KPRO brand, a healthier and more upscale version of KFC, which was launched in 2017. Wat revealed that 80 to 90% of KPRO’s sales come from KFC loyalty members.
Wat also mentioned that the company’s new AI ordering assistant for KFC app users, which was rolled out across the country in January, has been used by two million members so far, mainly by diners ordering breakfast and coffee.
Industry experts indicate that consumers in China use digital ordering apps more frequently than their counterparts in the United States. The market for loyalty programs in China was worth nearly $20 billion in 2025 and is projected to reach almost $33 billion by 2029.
Yum China reported that 265 million users are active, meaning they have used the program in the past year. The company’s brand-specific loyalty apps, similar to the ones in the US, allow users to order meals and deliveries digitally, and also offer discounts and personalized recommendations. Unlike most restaurant brands in the US, Yum China’s KFC app also has paid and invitation-only tiers in its membership program that provide free deliveries and prioritization in delivery queues.
What is the scale of Yum China’s digital loyalty programs?
Yum China’s digital loyalty programs have over 590 million members, which represents over 40% of the population of China.
How much of Yum China’s sales are made through their loyalty programs?
According to the company’s report, 55% of their sales are made through their digital loyalty programs.
What is special about Yum China’s KFC app?
Unlike most US restaurant brands, Yum China’s KFC app has paid and invitation-only tiers in its membership program. These tiers provide benefits such as free deliveries and prioritization in delivery queues.
