Change looms on multibillion dollar fast-food industry as Chinese craving for a taste of Americana cools down gradually

When it comes to China's multibillion dollar fast food industry, Yum Brands Inc and McDonald's Corp are living large, enjoying a combined 38 percent share of the market in 2015.

Yum's KFC restaurant chain and the Golden Arches have long enjoyed a run of super-sized growth as consumers craved a taste of Americana.