The CEO of KFC and Taco Bell China sits for hours watching customers eat. It has led to popular menu items

At work, Joey Wat is known as the Chief Executive Officer of Yum China. At home, she is known as the “Chicken Killer” by her son.

In reality it is a nickname that has to do with the success of KFC China – one of the company’s many fast food brands, including Taco Bell and Pizza Hut. Speaking at the 2024 Fortune Global Forum, Which said KFC China “kills 1 billion chickens a year”.

To put that figure into context, there are 1.4 billion people in the country, and according to Wat, they eat 8 billion chickens a year – meaning KFC China accounts for a substantial portion of the lean protein consumed.

The secret behind its popularity isn’t just a slick marketing team or even AI.

Instead, Wat revealed that she personally sits in KFC restaurants for ‘two, three hours’ watching customers eat – and it has inspired some of the company’s biggest hits.

“So apparently, when kids eat the fried chicken, they eat it with the mashed potatoes,” she said, adding that Gen Zers literally dipped their drumsticks into the side dish and then back into the gravy pot.

“What we can do with that insight is remove the bone,” she said, adding that they then launched a boneless “mashed potato burger.”

“Oh my God, it sold so well because this is the way of children.”

Putting smelly fruit on pizza

It’s not the first time customers’ eating habits have proven fruitful: “Pizza Hut’s best-selling pizza in China right now isn’t Supreme (loaded with pepperoni, pork, beef, mushrooms, peppers and onions). It’s durian pizza with cheese.”

The Southeast Asian fruit is so tart that it is banned from public transport, hotels and airports in many areas.

“It has such a strong smell,” Wat said. “(If) you come to the store (and) you don’t like the durian pizza, our solution is: please go out.”

“Thank God we didn’t need Yum’s approval! the brand owner,” she added. Becoming one independent company in 2016 meant that Wat’s team didn’t have to convince “people in New York, Texas or Kentucky” that the base idea would be a success. “You can imagine that it (would) be absolutely impossible.”

The real-time insight once again proved valuable. One in four pizzas currently sold at Pizza Hut is the durian type. Last year alone, 30 million cakes were sold.

“Just look with your heart,” Wat concluded. “Some things you can observe directly with the customer and sometimes a conversation with the store manager helps.”

This discussion was presented by Insigniam. Discussion leaders included:

• Patrick Geraghty, President and CEO, GuideWell

• Javier RodríguezChief Executive Officer, DaVita

• Nathan Rosenberg, Founder, Insigniam; Partner, Elixrr

• Joey Wat, General Manager, Yum China

• Moderator: Matt HeimerExecutive Editor, Features, Fortune and co-chairman, Fortune Global Forum

This story originally ran Fortune.com