Yum Brands expands pizza delivery in China.

Restaurant giant Yum Brands is betting that, as China’s expanding middle class continues to demand more of the typical Western middle-class lifestyle, consumers will develop a taste for one of America’s favorite convenience foods — pizza, delivered.

Pizza delivery, ubiquitous in the U.S., is a new concept in China, where dining out has long been seen as a form of conspicuous consumption.

As a result, until recently Yum had focused on positioning its Pizza Hut locations as a "five-star experience, (with a) three-star price" that would attract Chinese consumers looking for a night on the town. But as China’s wealth swells — along with its legions of harried office workers who have less and less time to cook at home — pizza delivery is beginning to look like a faster way to expand the Pizza Hut brand, and consumers have begun to respond.
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