A customer tries Alipay's facial recognition payment solution at KFC's concept restaurant KPRO in Hangzhou, Zhejiang province, Sept 1, 2017. [Photo/VCG]

The brand, which staged 4 percent same-store sales growth in the quarter ended May 31, is exploding with great creativity of late. Apart from being smart and fast about rolling out digital payments and delivery, it also succeeded with offbeat advertisements featuring the 30th anniversary of the brand's entry into China.

"For fast-food brands, embracing the trend of healthy and experiential dining is the key to growth in the near future," said Summer Chen, research analyst at consultancy Mintel. "In the meantime, staying innovative can help to win over young consumers."