Yum China disclosed robust expansion of its digital loyalty programs on Wednesday, announcing membership has climbed past 590 million people - a reach the company says exceeds 40% of China’s population. The Shanghai-based operator, a spin-off of Yum Brands, reported unique loyalty membership across its KFC and Pizza Hut brands rose 13% since 2024, and that those members accounted for 55% of sales.
Company executives and industry consultants highlighted the scale and commercial importance of the membership base. Yum China CEO Joey Wat told investors the KFC loyalty program is "really helping our long-term and short-term business," and pointed to performance at KPRO, the company’s healthier, more premium KFC format launched in 2017. Wat said between 80% and 90% of KPRO’s sales are sourced from KFC loyalty members.
Market response to the disclosures was positive: Yum China’s U.S.-listed shares rose 4% after the results were released.
Analysts and consultants quoted by the company underscored the program’s size. David Slavick, founder of Ascendant Loyalty Marketing, called the scale "insane" and said it represents the largest loyalty program globally. Kate Hogenson of the Mallett Group noted broader consumer behavior in China, saying "They were the early adopters" in using digital payment and ordering applications relative to other markets.
Yum China detailed engagement metrics: of the more than 590 million members, 265 million are considered active users, defined as having used the program within the last year. The company also reported progress on product innovation tied to its loyalty channels. A new AI ordering assistant built into the KFC app completed a nationwide rollout in January and has been used by two million members to date, with use concentrated among customers placing breakfast and coffee orders.
The KFC and Pizza Hut brand apps in China function as ordering and loyalty platforms, enabling digital meal orders, deliveries, targeted discounts, and personalized recommendations. The company’s approach differs from many U.S. restaurant loyalty programs in that it includes paid and invitation-only membership tiers that offer benefits such as free deliveries and prioritization in delivery queues.
Independent market data cited by the company places the value of China's loyalty program market at nearly $20 billion in 2025, with expectations to approach $33 billion by 2029, according to ResearchAndMarkets.com. Yum China’s reported figures suggest the company has positioned its apps and loyalty offerings as a meaningful channel for sales and customer engagement.
Summary
Yum China’s loyalty programs have exceeded 590 million total members, with 265 million active users, driving 55% of sales and showing strong adoption of new AI ordering tools and premium KPRO offerings.