KFC launches new "blind box consumption," consumers should not be blindly wasteful

Compiled and organized from: China Consumers Association
 
Case review
Recently, KFC and the blind box seller Pop Mart jointly launched the 'DIMOO Co-branded Blind Box Set,' sparking a rush among consumers and widespread social attention. According to the sales rules of this blind box set, to collect the entire set of figurines, one needs to purchase at least 6 sets, with the rare hidden version appearing at a probability of 1 in 72. As a result, some consumers did not hesitate to spend 10,494 yuan in one go to buy 106 sets; others purchased "proxy consumption" services in order to "get the doll," hiring people to buy and consume the sets on their behalf to obtain the blind boxes, and it is even possible that the uneaten food is discarded directly.

 
 

In merchandise sales, various promotional methods such as buy-one-get-one, points, discounts, and red envelopes are emerging endlessly. As long as they are reasonable and legal, normal profit-reducing promotions can both increase sales for merchants and provide benefits to consumers, which is beyond reproach. However, as a catering company, KFC's fast food products are perishable goods, and the characteristic of such goods is that they are purchased as needed and consumed immediately; consumers usually do not buy in excess. Selling limited edition blind boxes, on the other hand, uses a 'scarcity marketing' tactic to stimulate consumption, which can easily lead consumers to make impulsive purchases in order to obtain limited edition blind boxes, and cause unnecessary food waste due to overbuying.
 
The China Consumers Association believes that KFC, as a food operator, uses limited edition blind box sales methods to induce and encourage consumers to irrationally purchase food sets in excessive quantities, which is contrary to public order, good morals, and the spirit of the law.

 
 

 
《 Article 7 of the Anti-Food Waste Law of the People's Republic of China
Catering service operators shall take the following measures to prevent food waste:
……
(2) Actively provide consumers with reminders to prevent food waste, post or place anti-food waste signs in prominent locations, or have service staff provide prompts and explanations to guide consumers to order according to their needs and in appropriate amounts;
(3) Improve the quality of catering supply, prepare food according to standards and regulations, reasonably determine quantities and portions, and offer options such as small portion meals.
……
Catering service operators shall not induce or mislead consumers to order excessively.
……

 

 
[1] The author's perspective
Advocating saving food and opposing food waste is a fine tradition of the Chinese nation and also a consumption trend in the new era. For this purpose, our country has specifically promulgated the "Anti-Food Waste Law of the People's Republic of China," which clearly requires catering service operators to consciously resist food waste, remind consumers to consume appropriately, and take necessary measures to prevent consumers from wasting food; they must not induce or mislead consumers to overconsume, causing food waste.
 
In modern society, material abundance means that people's material pursuits are no longer just about basic needs like having enough to eat and wear. However, at any time and in any place, spiritual pursuits should never be built on material waste, especially food. As consumers, we should establish correct consumption values, enhance awareness of saving, oppose food waste, adhere to a green and low-carbon lifestyle, and take on the social responsibility of conserving resources and protecting the environment. At the same time, we should view our own consumption needs correctly, improve our ability to distinguish right from wrong, engage in scientific and rational consumption activities, and collectively resist undesirable consumption behaviors such as blind, impulsive, and excessive consumption.