Investigation report on KFC

With the continuous improvement of personal quality, people gradually realize the importance of the report, which has the characteristics of narrative language. When you hear writing a report, you get dizzy? The following is my carefully compiled research report on KFC for reference only. Let's have a look.

KFC's research report 1

1. Its service package consists of

(1) Supporting facilities

1. Supporting equipment

Stores, tables and chairs, disposable tableware, menus, environmental decoration, food, toilet facilities, waiters, and various items in the store are complete.

2. Interior and exterior decoration

There are seats, ***6 tables and 24 chairs outside the store, in case customers can enjoy them when the traffic is heavy. Illustrations are painted on the wall outside the store to give customers visual enjoyment.

There are pictures on the glass wall and a Christmas tree at the door.

(2) Auxiliary articles

Paper towels, straws, water, seasoning bags, toothpicks, packing bags and cleaning supplies.

(3) Explicit service

1. Providing food with flat and high quality

KFC always strictly controls raw materials and food quality, accepts the supervision of public opinion, and provides healthy, safer, nutritious and reassuring food for consumers. Over the years, it has been tested by the market and customers, and successfully created a high-quality fast food brand with high credibility and popular among consumers.

2. Provide catering services

The waiter will provide a series of auxiliary articles such as paper towels to each dining customer.

3. Average price/performance ratio

Compared with other fast food restaurants, KFC has no great advantage in price. They belong to the mid-range consumption in pricing. However, the meticulous and thoughtful service in service is unmatched by other fast food restaurants. The advantages in service greatly make up for the generality of price and products.

(4) Hidden service

1. Good service attitude

The service is standardized and humanized, and every customer is treated politely and with a smile. As long as it is reasonable, customers can provide whatever they need.

2. Children's play area

3. Convenient consumption and access

4. Background music

2. Service flow chart

front desk kitchen hall

time statistics

bottleneck:

sudden bottleneck: incomplete raw materials

facilities and equipment failure

chronic bottleneck: customers queue up to order food

need to wait for their meal

Suggestions:

1. Check the equipment regularly and report for repair in time

2. Speed up ordering

3. Analysis of service blueprint

(1) Planning of service blueprint

As a cultural giant in the catering industry, the control points of KFC's service blueprint are in three aspects: product, service and cleanliness. This is an important principle that best reflects the characteristics of KFC.

KFC, as a catering service enterprise, attaches great importance to its own products. In order to meet the needs of consumers, every time KFC enters a country, it combines the eating habits of consumers in that country to develop products suitable for that country, thus bringing delicious food and pleasant enjoyment to consumers. Take China as an example. The taste of KFC products is more fragrant as it goes north. In a few years, it has successively launched products such as old Beijing chicken rolls, rural crispy chicken burgers and hibiscus fresh vegetable soup, which are suitable for China population.

KFC provides customers with comprehensive, careful and convenient services, which makes them feel kind, touching, warm and comfortable. When entering KFC, every consumer will first get a "welcome" from the nearest KFC employee. When approaching the dining table, a waiter will take the initiative to greet the customer. When leaving after eating, there will also be a waiter to help open the door and loudly say "Hello, please take care, welcome to visit next time". All these meticulous services will make customers feel comfortable and happy. Think about customers from the details and do every job well from the details. KFC makes customers willing to visit again and again as long as they go in once.

While bringing delicious food to consumers, KFC continues to provide consumers with a clean and refreshing dining environment. It is difficult for fast food enterprises of the same grade in China to do this for many years, but any branch of KFC gives consumers the same feeling. The glass is never stained, the dining table is very clean, the floor is always wiped and the bathroom is cleaned regularly. As soon as customers enter the restaurant, they can feel great affinity. In a sense, KFC sells an American culture and a comfortable dining environment.

These aspects not only reflect the business philosophy of KFC, but also become the code of conduct for all employees in KFC restaurants because these principles have detailed and strict quantitative standards.

This picture is the service blueprint planning of KFC restaurant in reality. From the situation in the picture and the usual experience, it can be seen that its service focus really revolves around the above three points, from the moment customers enter the door to the moment they leave, which reflects the sincere and friendly service characteristics of KFC restaurant. The tangible display of KFC includes employees' clothing, environmental layout, advertising, etc., and its supporting behavior also includes dining table, dining chair, tableware, wireless Internet service, etc. KFC's front desk service and back desk service have a clear division of labor, and the restaurant support process is rigorous and smooth.

(2) Problems in the service blueprint

However, KFC's service blueprint is not perfect. In the actual operation process, it has at least the following problems:

1. In the process of customer queuing, customers wait too long. When customers come to KFC to eat, what they value is the efficiency of eating, and they always hope to get fast and efficient service from KFC. Because time is precious, the time saved by customers during the meal can be used in other valuable places. As a giant in the fast food industry, KFC also knows the importance of fast service. However, it is inevitable to queue up to order food during the period of large traffic. Waiting for a long time makes customers bored and reduces efficiency, which not only wastes customers' time, but also wastes KFC's opportunities.

2. During the peak dining hours, the table was not cleaned in time. During the peak dining hours, some KFC restaurants seem to be stretched, and it is difficult to cope with such a huge customer capacity, and the phenomenon that the table is not cleaned in time sometimes occurs. This will inevitably lead to customers waiting or sorting out the leftovers themselves. This is not only inconsistent with KFC's pursuit of fast service, but also does not meet its need to provide a clean and comfortable environment.

3. Children's noise will affect the dining mood of other customers. If customers bring children to dinner, the noise of children will affect the dining mood of other customers. Although KFC restaurant has specially opened a children's playground to provide children with all kinds of toys to play with, some branches are not good enough in this respect, and the toys are slowly updated, and some are damaged, which greatly reduces the attraction of the children's playground. In addition, there is a lack of guidance and care for children by waiters, and there are few interactive activities, which sometimes cause some unexpected accidents and cause customer dissatisfaction.

4. You can't get feedback from customers when you need them. Some customers leave directly after eating, and don't give back their opinions on the service of the restaurant. Sometimes, even if there are opinions, customers may choose not to raise them with the restaurant because of trouble. When KFC restaurant needs customers' opinions, it can't get customers' feedback, which is a big problem, which is not conducive to the improvement and improvement of restaurant service. KFC research report 2

Brand history introduction:

KFC is the world's largest fried chicken fast food chain, and its logo KFC is the abbreviation of English KentuckyFriedChicken, which has become a well-known brand all over the world.

in 1931, Harlan and Sanders, the founders of KFC, opened a restaurant in their hometown of KFC. During this period, Sandoz devoted himself to studying the new method of fried chicken, and finally succeeded in inventing a secret recipe composed of eleven spices and unique cooking techniques. Its unique taste was well received by customers, and the restaurant business was booming day by day, and the secret recipe has been inherited to this day. In recognition of his contribution to his hometown, KFC awarded him the honorary title of Colonel Sanders. Colonel Sanders, dressed in a suit, with white hair and a goatee, has become the best symbol of KFC's international brand.

Colonel Sanders' success began when he was 41 years old and ran Corbin gas station in KFC. In order to increase his income, he began to make his own snacks and provide them to passers-by. Because his reputation for cooking food attracted passers-by, his business grew slowly and steadily. At the same time of his growing reputation, RubyLaffon, then governor of KFC, awarded him the title of Colonel of KFC in 1935 in recognition of his contribution to KFC's catering. The colonel's most famous specialty is fried chicken, which he carefully developed and invented. This is Deji's most popular product at present. It is cooked by Colonel after ten years' research with a magical formula of eleven spices, which makes people suck their fingers after tasting it. Delicious fried chicken has attracted many customers who come here. However, the traditional fried chicken method makes customers have to wait for 31 minutes before they can enjoy the food. In 1939, this problem was solved when the colonel visited a pressure cooker display.

The colonel bought a pressure cooker and went home. After doing various experiments on cooking time, pressure and refueling, he finally found a unique method of fried chicken. This fried chicken under pressure is the most delicious fried chicken he has ever tasted, and KFC fried chicken still maintains this recipe of using pressure cooker. The colonel's career faced a crisis in the mid-1951s. The road next to his SandersCafe restaurant was passed by the newly-built expressway, which forced him to sell the restaurant. At that time, the colonel was 66 years old, but he was still young and didn't need to live on social welfare, which turned out to be a turning point in his career.

The colonel used his old Ford car produced in 1946, carrying his eleven spice recipes and his right-hand man, the pressure cooker, to start on the road. He went to restaurants all over India, Ohio and KFC to sell the recipe and method of fried chicken to interested restaurants. In 1952, the first authorized KFC restaurant in Salt Lake City was established. Surprisingly, in just five years, Colonel has developed 411 chain stores in the United States and Canada, which is the beginning of catering franchise in the world.

Analysis of strategic differences with competitors:

1. Market positioning

(1) KFC: capture big cities and choose accurate locations. Concentrate on occupying the big cities with the strongest radiation capacity. Attack Beijing with 111% energy, then Shanghai, Hangzhou, etc.

(2) McDonald's: China is the most populous country in the world, with huge market potential. It was the first to locate the first-tier cities such as Shenzhen, Beijing, Guangzhou, Nanjing and Tianjin, and it was successful and made huge profits.

(3) Dicos: "The countryside surrounds the city". Choose the second-and third-tier markets to make breakthroughs, avoid highly competitive markets, accumulate experience, shape brands, and then gradually counterattack the central cities.

2, product strategy

(1) KFC: Localization strategy, according to the survey, KFC has become China people's favorite brand of foreign goods, the biggest reason is that China people themselves like to eat chicken, and KFC's flagship product is fried chicken. Compared with McDonald's hamburgers, chicken is naturally more acceptable to China people. In addition to chicken food with unique flavor, foods suitable for China people's eating habits have been introduced, such as egg drop soup, seafood soup, old Beijing chicken rolls, vegetable salad and so on.

(2) McDonald's: On the basis of standardization, the core products are still hamburgers, French fries, ice cream and soft drinks. In China, McDonald's withdrew fast food products such as McNugget, McNugget Fish and McNugget Hamburger, which were in line with China consumers' eating habits, considering the factors such as eating habits and consumption level.

(3) Dicos:

① Good "juicy" flavor-crispy fried chicken: large pieces of hot chicken, golden crispy skin and delicious and juicy chicken, with excellent flavor, which is in sharp contrast with KFC fried chicken.

② Oriental taste: laver hibiscus soup, corn thick soup, roasted chicken covered rice, curry with fragrant legs covered rice, and magic curry chicken block rice.

Target Customer Positioning:

First of all, KFC targets family members, and its marketing focuses on young people who are easy to accept foreign cultures and new things. Therefore, KFC has spent a lot of energy on children, such as opening a children's dining area in the store, arranging decorations that cater to children's preferences, and providing toys and gifts on holidays. What KFC has always wanted to create is a happy atmosphere for the whole family to eat together, emphasizing the promotion of customer value.

Secondly, in terms of products, KFC is positioned as a "world-famous expert in chicken cooking" and "delicious chicken is cooked in KFC", which is also the biggest difference between KFC and McDonald's. A series of fried chicken products, such as original chicken, spicy chicken wings, crispy chicken leg hamburgers and so on, cooked by 61 years' experience in cooking chicken are widely praised by customers for their unique delicious taste.

Prospect of KFC's development:

The future development will put more emphasis on the mood and atmosphere of the marketing environment. In modern society, consumers often have many emotional elements when spending, which are easily influenced by the environmental atmosphere. In diet, they tend not to pay too much attention to the taste of food, but to the environment and atmosphere when eating. The environment for eating is "scene-oriented" and "emotional", so as to better meet their perceptual needs.

Therefore, many restaurants have made great efforts in setting up the environment and creating the atmosphere, trying to create various unique and attractive moods. Or novel or chic, or warm or romantic, or quiet or elegant, or lively or exciting, or magnificent or small or exquisite. Some show urban scenery, while others show off rural customs. There are Chinese styles, western styles, and a combination of Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, you can set off the eternal elegance and a warm feeling of harmony when you eat too much.

Then, the development of KFC will inevitably start from here, and make more efforts in the design and selection of storefronts, so as to create all kinds of storefront brands that are in line with local characteristics, with local cultural atmosphere or local conditions, and start with customer feelings. Of course, the promotion of products is also very important. We should also pay attention to the choice of product names when launching a variety of products. For example, a kind of rice in KFC is called meatball rice with Italian meat sauce. The name is quite nice, but can it be called an elegant or poetic name that conforms to local characteristics? For example, in Xiangfan, it's called Italian Kongming rice? Mm-hmm, it's worth studying.

In addition, we should pay attention to people's needs in emotional life and social activities. Emotional life is one of people's basic needs. In recent years, a so-called sensational marketing method has emerged in society, which is to stimulate and mobilize people's feelings through various measures and activities.