Our mission is not just to become the best restaurant chain in the world, but to improve the lives of those within the communities which we are at the heart of. Yum China leverages our resources to advocate a series of social projects and encourages our employees to do the same.
Our flagship initiative is our One Yuan Donation program, a partnership with the China Foundation for Poverty Alleviation. We encourage customers at all our restaurants to give small donations – staring from just one yuan – to support the health and nutrition of children growing up in impoverished areas. Since 2008, over 110 million people have donated to the campaign and we have raised over 170 million yuan. So far, the program has provided over 37.4 million nutritional meals and funded 860 “Love Kitchens”, benefiting more than 547,000 children across ten provinces in China.
It is important for us that our projects are impactful and make a real difference. Together with the China Foundation for Poverty Alleviation, we commissioned the National Institute of Nutrition and Food Safety to conduct follow-up surveys in the regions our donations went to in order to evaluate the impact of our initiative. The results showed a reduction in malnutrition, stunted growth, moderate to severe anemia and weight loss in children receiving meals from the program.
Yum China launched the KFC First Light Foundation in partnership with the China Youth Development Fund in 2002. The initiative provides high performing students from low income families with a 20,000 yuan university scholarship, an internship at KFC and social services. Each recipient works as an intern at KFC during their first two years of university. They receive the same salary as a KFC employee and receive valuable work experience. The Foundation also set up the “First Light Commune”, which encourages all recipients to leverage their expertise and give back to their communities.
Since 2002, the KFC First Light Foundation has given over 94 million yuan in grants, enabling over 14,000 students to further their education at 64 universities in 30 cities across China.
In 2016, we partnered with the China Children and Teenagers’ Fund to launch the KFC Little Migratory Birds Fund with a donation of RMB 3.5 million. The Fund strives to empower children left behind in rural areas through reading, art, sports and other activities. We also operate one of the China’s largest children’s book clubs in KFC stores across the country, and donated over 14 million books to children in 2016 alone.
The KFC “Angel Restaurant” initiative aims to help people with disabilities live fulfilling and independent lives. Most of the employees participating in the initiative are people living with various physical and mental disabilities. To ensure that they are working in a safe working environment, KFC has made a range of adjustments to its operations, equipment and staff trainings. After undergoing systematic and integrated training sessions, “Angel Employees” are able to successfully provide excellent food and services to customers. The first KFC Angel Restaurant was established in Shenzhen, and now KFC has opened more Angel Restaurants across China.
Advocating participation in sport and leading healthy lifestyles is an important part of our mission. In partnership with the Chinese Basketball Association, KFC launched the KFC National Youth Basketball Championship Challenge in 2004 – providing a platform for players to showcase their talents in 3x3 games. In 2012, the program was expanded to include the 3x3 Basketball Camp, which provides a professional training course for emerging talent. Approximately two million teenagers have participated in the program. In June 2017, 3x3 basketball was added to the roster for the 2020 Olympics Games in Tokyo.
For more information on the KFC 3x3 basketball program, please visit the Chinese language website at http://3on3.kfc.com.cn