As the soul of KFC and Pizza Hut, DavidNovak, President and CEO of Yum! The international catering group can definitely remind people of the mighty extended Cadillac team and the swarming bodyguards. However, last Sunday, the global catering giant quietly arrived in Beijing and started the Yum! American global stores in 2002. At noon this Monday, at an ordinary dining table in the bustling Chongwenmen store of Pizza Hut, the "No.1" of the global catering industry told reporters with a magnetic voice the success of KFC and Pizza Hut in China-localized operation.
Before becoming the top manager of Yum! Rovik works in an advertising company that has worked with PepsiCo for 20 years. From 1986 to 1990, Rovik became the senior vice president in charge of marketing at Pizza Hut. During his tenure, Pizza Hut's sales and profits doubled. Subsequently, Rovik was promoted to executive vice president of PepsiCo's North American marketing department, and then became chief operating officer of PepsiCo Canada.
1997, Pepsi separated the catering part from the system and established Yum! Global catering group. The Group owns three famous catering brands, KFC, Pizza Hut and Taco Bell, and has 30,000 restaurants in more than 65,438+000 countries around the world. This is also the biggest internal separation in history, Yum's sales! After the separation, it exceeded 20 billion US dollars. 1999, Rovik was appointed president of Yum! And served as CEO of KFC and Pizza Hut in the United States.
At Yum! Rovik is famous for "helping to reverse the declining turnover". He not only improved KFC's sales profit, but also made its single-store turnover increase positive for four consecutive years, becoming one of the fastest growing chain catering enterprises in the United States, and successfully helped Pizza Hut reverse the decline in turnover.
1. Restaurant celebrities are approachable.
Seeing Rovik's first impression, the reporter felt that the foreigner wearing an eye-catching red tie was not like the president and CEO of a catering group with three world-famous catering brands, KFC, Pizza Hut and Taco Bell, but more like the famous American hardcore movie star Harrison Ford. Decent and expensive suit, carefully combed hair, elegant manners and conversation show his success in his career. Although he has reached the top spot in the global catering industry, Rovik's smile is simple and brilliant. Especially after entering the restaurant, he greeted every ordinary employee and consumer in China with a smile, which was even more awe-inspiring.
For the interview with Rovik, KFC originally arranged only two most influential media in Beijing, including this newspaper. However, the centripetal force of the "big brothers" still attracted uninvited reporters. If this is the case, a round dining table that should have seated five people is surrounded by more than 10 people, and the distance between Rovik and the reporter is also invisibly narrowed. Among the reporters interviewed that day, several were beautiful girls recognized by the Beijing news circle, and naturally they would not let go of this "successful man" from a foreign country. In the face of China's "beauty reporter", the all-powerful catering celebrity seems a little shy.
2. The stores in China should surpass those in the United States.
KFC is the first foreign fast food giant to enter Chinese mainland. On June1987165438+10/2, KFC opened its first store in China, which was an unexpected success, so that many Beijingers still have the memory of queuing for a KFC snack. Perhaps it is the grand occasion of Qianmen KFC restaurant that attracts other world-famous fast food brands to settle in one after another, making fast food a part of urban life, thus triggering the reference and reform of Chinese fast food.
In the interview, Rovik made no secret of his pride in KFC's expansion in China: KFC/KLOC opened 300 stores in China in 0/3, and opened another 300 stores in two years. In the remaining 1 1 month this year, KFC will open 150 stores in the mainland, covering all provinces in China except Tibet. At the same time, Pizza Hut has more than 50 stores in the Mainland. In the past 200 1 year, the two major brands "nibbled" 5.4 billion yuan from the China market.
Rovik told reporters that in recent years, KFC and Pizza Hut both developed at a high speed of more than 25% in China, becoming the fastest growing market in the world, which surprised Yum! Top management. Rovic's blueprint for KFC's future in China is that China will become KFC's second largest market besides the United States, and the total number of KFC stores in China will even surpass that in the United States.
3. Tailor-made food for China people.
Summarizing the development of KFC in China 15, Rovik thinks that the winning weapon is localization.
The localization in Rovic's eyes is first manifested in "developing fast food varieties with China flavor". KFC has specially set up the "KFC China Healthy Food Advisory Committee", and hired 10 domestic scholars and experts as consultants to provide KFC with professional support in nutrition and health for a long time. Over the past year, KFC has held many discussions with experts from the Committee, put forward many valuable new ideas and product development directions, and developed a variety of new products.
Among KFC's customized products for China consumers, "Salty and Crispy Half Wings" is made by adding star anise, cinnamon and sesame oil to fresh chicken wings, which has won favorable comments from consumers. Chinese-style "shake French fries" can be described as a combination of Chinese and western; "Hot popcorn" brings consumers new leisure choices; According to China people's eating habit of "balanced diet", the "Lotus Fresh Vegetable Soup" was introduced. "KFC takeaway family portrait" was promoted in Beijing in advance, and sold 400,000 boxes in two months, which quickly won the favor of consumers.
Localization is also reflected in the 100% localization of KFC restaurant employees in China. Rovik believes that these 30,000 China employees are actually KFC's greatest wealth in China. It is KFC that has won the favor of consumers in China with its exclusive efforts in taste and localization of employees.
Beijing has become KFC's favorite.
Rovik's coming to Beijing is actually the beginning of his routine inspection of Yum! In 2002, the brand's global stores. Taking Beijing as the first stop of the tour is enough to prove the importance of Beijing to KFC. Rovic even thinks that journalists in Beijing are very lucky, because "every time I come to Beijing, I see a big leap".
In fact, Beijing has always been the strategic commanding height of KFC in China. The 1 KFC restaurant in China (Qianmen Restaurant), the 1 00th KFC restaurant in China (Anzhen Bridge Restaurant), the 400th KFC restaurant (Beijing Station Restaurant) and the110,000 KFC restaurant in the world (Blue Bridge Restaurant) are all located in Beijing.
While KFC is accelerating the pace of opening stores in China, its expansion in Beijing is also accelerating. Up to now, there are more than 70 KFC stores in Beijing, covering Beijing 16 districts and counties. During 15, it received nearly 200 million customers and consumed about 50 million chickens. Not only can KFC's "KFC" logo be seen everywhere in the eight districts of the city, but even consumers in suburban counties such as Miyun, Yanqing and Fangshan can see the kind smile of KFC's "Sandoz" old man. The sight of having to drive for a long time and waiting in line to eat KFC has long since passed.
Rovik said that the success of Beijing KFC gave Yum! The brand is full of confidence in the China market. In Beijing, KFC has divided 75 business districts, and each business district can support one store. In the next year or two, there will be more opportunities in the fast food industry in the west and even the south of Beijing than in the east. In a year or two, KFC will be evenly distributed in Beijing.
5. Take the lead in developing the western market
As early as April 2000, the survey results of AC Nielsen, a world-renowned research company, in 30 cities in China showed that KFC ranked first among the "most frequented" international brands. By the beginning of 2002, KFC had 600 stores in China, becoming the undisputed "first brand" in China catering market.
Judging from the current development of foreign fast food in China, Beijing, Tianjin, Shanghai and the eastern coastal areas are the most competitive. In addition to KFC, McDonald's, Yoshinoya, Dicos and other well-known fast food brands also choose big cities to expand their business. Perhaps for the convenience of chain distribution, the distribution rate of foreign fast food in small and medium-sized cities and provincial capitals in China, especially in the western region, is still very low.
However, KFC chose to open its 600th store in China in Lanzhou, which sent a signal that KFC is beating the drums in western China. Rovik said that with the steady development of China's western development strategy, the western market will become one of the fastest growing regions, and KFC will continue to take the lead in developing the western market.
Delicious! Brand (background)
Headquartered in Louisville, Kentucky, USA, KFC is the largest chicken chain restaurant in the world, which was founded by its founder ColonelHarlandSanders in 1952. Today, KFC has as many as 1. 1000 chain stores in the world, covering nearly 100 countries and serving more than 8 million customers every day.
KFC belongs to Yum! Global catering group, the largest catering group system in the world. The Group owns three world-renowned catering brands: KFC, Pizza Hut and Taco Bell. At present, there are more than 30,000 chain restaurants in the world. In 2000, the total turnover of these three brands in the global system exceeded $22 billion, ranking first in the world catering industry and the largest fast food group in the world. Yum! China Headquarters! Brandes International Company is located in Shanghai.
Since KFC entered China in 15, it has sold 240,000 tons of broilers from China. Last year, KFC ordered raw materials worth about 800 million yuan in China. At present, KFC has 600 stores in China 130 cities, with more than 30,000 employees, and employees 100% localization.