5 criteria for McDonald's location 1. Target consumer groups The target consumer groups of McDonald's are young people, children and family members. Therefore, in the layout, first, choose places where people are surging, such as setting up points around traffic distribution points such as Heping Road, Nanjing Road and tianjin railway station; The second is to set up points in places frequented by young people and children, such as setting up points near Tianjin Paradise to facilitate children's dining; Open a shop-in-shop in Xin 'an Square to attract young people who visit shopping malls to eat. 2. One of the major principles of McDonald's distribution today and tomorrow is that it will remain unchanged for 21 years. Therefore, whether each point is opened or not will be evaluated after three to six months of investigation. Focus on whether it is in line with the development of urban planning, whether there will be municipal relocation and the relocation of the surrounding population, and whether it will enter the red line of urban planning. If you enter the red line, you will never touch it; The aging business circle is determined not to set up a point. Promising commercial streets and business districts, newly-built college areas and residential areas are the areas to be considered in layout. Pure residential areas are often not set up, because residents in pure residential areas have limited time to spend. 3. Pay attention to eye-catching McDonald's layout. Choose the shop on the first floor. Through the floor-to-ceiling glass window, let passers-by perceive McDonald's dining culture atmosphere and reflect its business purpose-convenience, safety and value for money. Because the layout is eye-catching, it is convenient for customers to find and attractive. 4. Don't rush to become a golden market in a prime location, the owners often ask a high price. When the asking price exceeds the psychological price of investment, McDonald's is in no hurry to achieve success, but develops the distribution in other places first. Through the success of other outlets, the real estate owners of "high-priced" sections feel that the introduction of McDonald's will help improve their own worth, so they will talk about the price and re-distribute. 5. Advantage Interaction Many of the "owners" selected by McDonald's to open "stores in stores" are well-known brands, such as Xin 'an Plaza and Jinhui Plaza. Well-known department stores bring tourists to McDonald's, and McDonald's attracts young people to shop, which plays a complementary role. Steps of KFC's site selection: The first step is to draw up the strategic plan of business circle: the new market that KFC enters must be the target market included in the company's market development plan. Therefore, the developer should make a three-year development plan for the market, and make a detailed evaluation of the market area and development location to be opened, and at the same time complete the following work: 1. Determine whether the market is a regional development or a single store development, so as to complete the overall development plan and store layout of the market or city. For example, KFC has decided to develop the Nanjing market. Based on the urban population of 6 million in Nanjing, assuming that 211,111 people can open a branch, Nanjing will be able to plan 31 branches in the future and make a general layout plan. 2. Plan and estimate the opening scale and investment of the target market. If KFC plans to open three branches in the first year, the development department staff should estimate the scale and total investment of these three stores according to the market analysis, so as to facilitate the company to plan and schedule the funds in advance. The second step is to divide the business circle: for KFC brand, the characteristics of the business circle where the target consumers and restaurants are located are quite clear. The site selection personnel also have rich experience in business circle division. Therefore, once entering the new market, the site selection personnel will analyze and divide the business circle through various texts/maps/economic and consumption data obtained, and determine the business circle of KFC branch. Generally speaking, from the convenience of chain store expansion management, business circle can be divided into: first-class business circle, second-class business circle and third-class business circle. The first business circle, in the customer activity area that is most likely to attract consumers, is in principle within five minutes of customers' walking. The consumption power of this business district accounts for about 61-71% of the store's turnover. KFC restaurants are mostly located in the second business district in the first business district, which is less likely to attract consumers compared with the first business district, and its consumption power accounts for about 21-31% of the store's turnover. The third business district is the most difficult area to attract consumers, and its consumption power accounts for about 5-8% of the store's turnover. Step 3: Business district. In the selection criteria of business circle, we should not only consider KFC's own market positioning (including target consumers/prices, etc.), but also consider the stability and maturity of the business circle. The market positioning of catering brands is different, the targeted customer base is different, and the choice of business circle is different. For example, Pizza Hut and KFC have different market positioning, but the target customers are two "intersecting" circles, that is, customers may like Pizza Hut, and some customers may never go to Pizza Hut but are frequent customers of KFC, or vice versa. But the business circle of Pizza Hut is the same as KFC. For example, in nanjing xinjiekou, KFC and Pizza Hut are adjacent to each other and occupy the upper and lower floors. [Case] In 1993, the second branch of Nanjing KFC was located in the Children's Activity Center of Shanxi Road Commercial Circle in Nanjing, which was next to the most famous Shanxi Road Pedestrian Street in China at that time, which was a mature first-class commercial circle after nanjing xinjiekou Commercial Center. The site selection personnel made a scientific and professional evaluation of the site according to the standard business circle and location evaluation process, and determined that the choice of the site was satisfactory. As soon as the restaurant opened, it was crowded and the business was booming, which quickly led to the prosperity of this business circle. As a result, at that time, there was a saying in Nanjing business circles: "If you follow KFC, your business will be booming!"! It can be seen that KFC's location concept is: strive to open stores in mature business districts and places with the most customers, even if the rent is expensive! The fourth step: the selection of store site and the evaluation of related factors. Choosing a store site is to determine the most important gathering point in the business circle. Therefore, the choice of gathering point also affects the choice of business circle. Because whether a business circle has major gathering points is an important symbol of the maturity of this business circle. Whether there is a large gathering point in a mature business circle or a business circle with development potential, KFC can make an assessment by counting the traffic in front of the candidate store.