In our memory, McDonald's and KFC are either face to face or shoulder to shoulder. For a long time, their help to the similar products such as cylinder ice cream, spicy chicken wings and chicken leg hamburgers has long been talked about by us. However, after years of competition, the strategic differences between the two world leaders of fast food industry are becoming more and more obvious, and it seems that they are beginning to find their own development paths.
KFC is the largest restaurant group in the world-Yum! Global Restaurant Group, which includes nearly 31,111 world-famous KFC restaurants, Pizza Hut restaurants and Taco Bell restaurants in more than 111 countries and regions.
KFC is the world's largest fried chicken fast food chain, with more than 11,111 restaurants around the world. These restaurants are located in more than 81 countries, from the Great Wall of China to the bustling downtown area, picturesque downtown Sofia and sunny Puerto Rico, fast food restaurants marked by KFC can be seen.
on October 28th, 2111, KFC took the lead among the chain catering enterprises in China, breaking through 411 first, setting the highest number of international fast food chain stores in China. By October 2113, KFC had broken through 811 chain restaurants in China in more than two years. Up to now, KFC has set up 32 KFC Limited Companies in China, managing and operating more than 851 chain restaurants in nearly 211 cities across the country. This speed and scale of development has made KFC the fastest-growing fast food chain enterprise in China.
The phrase "McDonald's is more than just a restaurant" accurately sums up the management philosophy of McDonald's Group. In the overall system of McDonald's in the world, the operation of McDonald's restaurant is a very important part, because McDonald's business philosophy, joy and delicacy are passed on to customers through restaurant staff. However, the restaurant is not the whole of the world brand McDonald's, it is just the tip of the iceberg, because there is a comprehensive, perfect and powerful support system behind it, which has achieved effective guarantee of quality and quantity. The support of this powerful system includes: purchasing networks of food processing and manufacturing suppliers, packaging suppliers and distributors with advanced technology and management, perfect human resource management and training system, management departments around the world, transportation and marketing systems, development and construction, and marketing. Each department has its own functions, strives for perfection, exerts teamwork, and strives to achieve the goal of "111% customer satisfaction" of McDonald's.
In p>1991, McDonald's opened the first McDonald's restaurant in China. On the opening day, countless citizens went there with their families and enjoyed it. Then in April 1992, the largest McDonald's restaurant in the world was opened in Wangfujing, Beijing, with more than 11,111 people trading that day. Since 1992, McDonald's has developed rapidly in China. The first McDonald's restaurant in Guangzhou opened in guangdong international hotel in February, 1993, and the number of transactions on the opening day broke the global record of McDonald's at that time. In June, 1994, the first restaurant of Tianjin McDonald's opened in Binjiang Road. In July, 1994, the first McDonald's restaurant in Shanghai opened on Huaihai Road. In 1995, the first McDonald's restaurant in Jiangsu opened in Nanjing Confucius Temple, which set a new record for the average consumption of McDonald's in China on the opening day. In July of the same year, the first restaurant of Wuhan McDonald's was grandly opened in Jianghan Road. In February, 1999 and August, 2111, McDonald's restaurants in Chengdu and Chongqing, the western cities of China, opened respectively. On the opening day, the grand occasion was unprecedented, especially the turnover of McDonald's in Chongqing on the opening day broke the historical record of daily sales in China. In August 2111, the first McDonald's restaurant in Xi 'an opened.
With the assistance of relevant government departments at all levels and Chinese partners, McDonald's has been established in four municipalities directly under the Central Government, including Beijing, Tianjin, Shanghai and Chongqing, and 74 large and medium-sized cities in 17 provinces, including Guangdong, Guangxi, Fujian, Jiangsu, Zhejiang, Hubei, Hunan, Henan, Hebei, Shandong, Shanxi, Anhui, Liaoning, Jilin, Heilongjiang, Sichuan and Shaanxi.
* Note: The total number of restaurants is as of the first quarter of 2112.
The competition between McDonald's and KFC has always been a "landscape" that consumers prefer to see. Recently, the two companies launched an "ice cream war". In Beijing, Shenzhen, Guangzhou, Chengdu and other places, the cylindrical ice cream of McDonald's and the crispy cone of KFC competed to reduce prices. At the same time, the buying and giving activities of two chicken products have been launched again and again, and adults and children are happily tasting "Maixiang Chicken" and "Spicy Chicken Wings". No one has any doubts about this price reduction war. This is in stark contrast to the uproar caused by the current price reduction war in other industries. Some people may say, how can a few hamburgers and ice cream be compared with large-scale consumption such as color TV, tourism and telecommunications? "Although the sparrow is small, it has all the five organs", and the analysis of the "Mai" and "Ken" wars has gained a lot of enlightenment.
first, the property rights of the competitors are clear. "McDonald's" and "KFC" are both franchise chain enterprises, and the clear property rights boundary determines their behavior rationality, so it is almost unimaginable to provoke "suicide" price reduction in desperation. However, most domestic enterprises involved in the price reduction war, because of unclear property rights, even if they "commit suicide" in price reduction, they will not lose their own money, which will inevitably lead to the loss of state-owned assets. This is also a focus of the "price reduction war" debate.
second, small profits but quick turnover, the golden rule. After the price reduction of "McDonald's" cone ice cream, some chain stores actually sold 3,111 pieces a day. Accompanying this principle is the "profit principle". No matter what strategy, tactics and techniques merchants use, they can't violate the nature of commodity economy-profitability.
thirdly, there are few trade barriers and low barriers. The openness of the catering industry is very high. If the price is expensive, competitors will come in to occupy the market immediately. So the only way to make more money is to improve internal management and make the cost lower than your competitors. At the same time, it's easy to get in, but it's not difficult to get out. The fact that some Chinese fast foods have withdrawn from the market one after another due to management problems is a clear evidence of "survival of the fittest", because the market will not allow losers to "hang on" all the time.
fourthly, enterprise management can keep up. In comparison, the price reduction of "McDonald's" in Japan is even more fierce: since February this year, except holidays, two main varieties of hamburgers have been sold at half price, but the result is considerable profit. The reason is that its production and sales have been informatized, and the productivity has been greatly improved. All employees of the company are equipped with personal computers. Through computer networking, they have fully grasped the passenger flow within the business circle and are very sure to increase profits by selling more. Modern enterprise management has greatly expanded the space for price reduction and enhanced the competitive strength.
fifth, the quality is guaranteed. "McDonald's" and "KFC" have always established a high reputation among customers with strict and stable quality management, and will not make customers doubt their quality because of price reduction. However, some domestic enterprises often dump their inventory and reject products in the name of price reduction to cheat consumers. No wonder many people are suspicious when they listen to price reduction, but they regard high prices as a guarantee and a kind of trust. This will more or less offset the efficiency of the price mechanism in some market economies, and it needs strict industry management and legal provisions to regulate the handling.
The battle between "Mai" and "Ken" occurred under the condition of full market competition, with little friction and remarkable results-enterprises made money, gathered popularity, made progress in management, greatly improved efficiency, and more importantly, consumers really benefited. Our ideal "win-win" result has been realized. I think that the war between "Mai" and "Ken" can be a "standardized model" of "price war", which deserves attention and research.
"Cockfighting"
The upgrade sign of "Mai Ken" can be traced back to the "Cockfighting" in June last year. KFC pushed out an advertisement, which read with a big question mark: "Sheep can clone, so can KFC?" Many people can't help laughing after reading it, knowing that this is for McDonald's to start selling fried chicken. McDonald's is famous for its "beef burger". "KFC's fried chicken and McDonald's burger" have always had their own sites and lived in peace. However, McDonald's quietly broke its unified menu of "Beef Burger" in the global market, and launched "Mai Spicy Chicken" and "Chicken Leg Burger" similar to KFC in China market, which seemed to challenge KFC's chicken cooking experts. A person in charge of KFC said: "KFC's fried chicken has a unified formula all over the world, which has accumulated half a century's cooking experience. Although it is a western-style fast food, its taste is suitable for China people, and it has an advantage over McDonald's in taste. McDonald's gritted its teeth to change its hamburger monopoly image, and successively launched' Mai Spicy Chicken' and' Chicken Burger' similar to KFC. Isn't it cloning KFC? " ?
to sum up, the success of KFC and McDonald's in the world benefits from its management and unified brand image, specifically, it depends on the consistency of their products and service quality all over the world. In addition, the simple but effective logo and the unified storefront decoration have become a unique external image, and the popular decoration focusing on family and children has become its brand logo. Born in the United States, McDonald's and KFC have completely crossed the boundaries of geographical space and culture, creating the myth of the success of chain fast food brands.
The continuous development of KFC and McDonald's in China has brought advanced technology and equipment, advanced management knowledge and concepts, and promoted the rapid development of local related industries. These industries include: construction, storage and transportation, agriculture, animal husbandry and aquaculture, food processing, banking and finance, advertising and media, insurance, lawyers, and maintenance. Due to their close business ties, in terms of economic benefits, the establishment and development of McDonald's and KFC promoted local economic prosperity and increased local employment opportunities.