The full English name of KFC is KentuckyFriedChicken, or KFC for short. KFC is one of the multinational chain restaurants in the United States, and the second largest fast food and the largest fried chicken chain enterprise in the world. Founded in 1952 by its founder ColonelHarlandSanders, KFC mainly sells high-calorie fast food such as fried chicken, hamburgers, French fries, covered rice, egg tarts and soda. China KFC is a subsidiary of Yum! China Holdings Limited (Yum! China for short), and its stock code is YUMC, which is Yum. Brands, the franchisee in Chinese mainland, has the exclusive right to operate KFC brand in Chinese mainland.

KFC has formed a strategic alliance with PepsiCo, which regularly sells carbonated drinks provided by PepsiCo. In June 2117, the "Top 111 BrandZ Most Valuable Global Brands in 2117" was published, and KFC ranked 81th. Since February 7, 2118, most KFC outlets in the UK are still closed. Of the 911 local stores, as of February 21th, 562 were still closed, and the number of closed stores reached a peak of 646 on the evening of February 8th.

in p>1931, Harland Sanders, the founder of KFC, opened a restaurant in his 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' 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. While his reputation was growing, RubyLaffon, then governor of KFC, awarded him the title of Colonel of KFC in 1935, in recognition of his contribution to the catering in KFC.

The most famous specialty of Colonel 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.

The colonel's career faced a crisis in the mid-1951s, and 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.

PESTL analysis of external environment

1. Politics

After the reform and opening up in China, the political and legal environment for foreign enterprises to enter China was gradually relaxed, and KFC took the opportunity to open its first restaurant in Beijing in 1987 and formally entered the China market. The government has given many preferential policies to foreign-funded enterprises in China, which has saved the cost of KFC entering the China market. In 2114, according to the agreement with WTO, China was fully opened to foreign companies in China, and the catering industry was supported by the state and corresponding policies were formulated. KFC developed healthily as a restaurant chain.

2. Economy

China is a country with a large population in the world, with huge market potential, and domestic demand plays a great role in stimulating economic growth. Moreover, the economy has been in the basic environment of maintaining steady and rapid development. With the economic development, people's disposable income has increased, their living and consumption levels have been continuously improved, and the market demand for catering has also been increasing, which makes KFC have more market share in China.

3. Social culture

Nowadays, the popular food culture is no longer just to satisfy hunger or pursue taste, but tends to a healthy and balanced diet and pursue new fashion products, so KFC has launched a nutritious breakfast and insisted on launching new celebrity endorsements every season to meet people's needs. Moreover, the pace of people's life and work has accelerated with the development of society, and they have a new understanding and acceptance of western culture, which has promoted the rapid development of KFC in China.