But even after a "sharp sales decline" brought on by reports last month of poultry pumped up with excessive antibiotics, Yum's David C. Novak said the company will forge ahead in Asia.

China was responsible for 42 percent of Yum's profit last year, Novak said. Residents are becoming wealthier and are increasingly eager to mimic American fast-food habits.

In such a massive market -- especially one that has recently begun lashing out against mislabeled, ill-prepared and counterfeit products -- a food safety slip-up from a major brand was bound to have severe consequences.

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Keywords: supply chain risk management, value chain, quality control, quality assurance, food safety, antibiotics in food