In the long-term business process, it has formed its own set of complete marketing strategies, and KFC's long-term goal is to make China KFC brand the first brand in the catering industry in China. Below I will solve the business model of KFC for you, hoping to help you. Kfc's business model

KFC has a set of strict standards, including raw material procurement, semi-finished products production and finished products production. KFC's raw materials are basically purchased in China. For example, chicken products are all provided by large domestic leading agricultural products enterprises, including COFCO and Liuhe Group. But some raw materials are imported, such as corn and French fries. In addition, the seasonings used by KFC are also produced by well-known food enterprises, such as Nestle and Unilever. KFC's cultural concept

Globalization concept of entering China market

First of all, when entering the market, the main strategy is to introduce a brand-new western fast food service system and catering concept.

1. With its brand-new chain operation mode of unified logo, unified clothing and unified distribution mode, and finally relying on its high-quality products, fast and friendly service and clean and hygienic catering environment, it established its position in the China market.

2. Always insist on 111% localization of employees and constantly invest money and manpower in various levels of training. From restaurant waiters, restaurant managers to managers of functional departments of the company, the company arranges scientific and strict training plans according to the nature of its work. In order to make the management staff reach the professional fast food management level, KFC has specially established a professional training base suitable for restaurant management? Education development center.

3. KFC? Speed oriented? The entrepreneurial spirit of fast food industry makes it pay special attention to team spirit and rely on its team cooperation to achieve high efficiency, thus ensuring the correct and rapid service during the peak business hours. It has formed an efficient, flexible, perfect and advanced management incentive mechanism, and its team spirit and excellent management level are the secrets of KFC's foothold in the market.

4. Excellent service. In KFC, you will get more services than you originally hoped. The tenet of KFC is customer first, and it is this tenet that makes every customer, whether adults or children, feel at home.

At the mature stage, the strategy of combining Chinese and western food was formulated

1. KFC hired more than 11 domestic experts and scholars as consultants to improve and develop fast food varieties suitable for China people. KFC has always taken fried chicken, shredded vegetable salad and mashed potatoes as its main varieties, but the dietary tastes of China people are constantly changing, and the variety is too single, which is not good for its development prospects. In order to cater to the tastes of China people, America has successively introduced KFC, which is popular with the people of China? Spicy chicken wings? 、? Chicken leg fort? 、? Lotus fresh vegetable soup? For KFC, an old shop that always pays attention to tradition and standardization, this is an unprecedented change.

2. KFC has specially set up China Healthy Food Advisory Committee to research and develop new dietary products suitable for the new generation of China consumers, so as to further expand the market.

Establishment of franchise mode

Like other regions, franchise has played an important role in the expansion of KFC. The so-called franchising refers to the right to use patents, trademarks, product formulas or any other valuable methods obtained by the franchisee paying a certain transfer fee to the transferor. The transferor does not control the strategy and production decisions, nor does it participate in the profit distribution of the franchisee.

The management method adopted by KFC is just the franchise mode. KFC provides brand, management and training, and a centralized and unified system of raw materials and services. The partners use the unified brand and services to operate, and finally the two parties share the commercial benefits according to the agreement. Because China was not open to the outside world at that time, the political risk of KFC's development in China was great, and the cultural separation in China was serious, so franchising became the first choice for KFC to enter the China market. Another advantage of franchising is that KFC can ensure a stable income with little investment, which will leverage the existing operating conditions. This is a very attractive choice in places where franchisers can easily avoid deviating from KFC's operating rules. It is precisely because of the correct market strategy to enter China that KFC has blossomed everywhere in China since it was introduced to China from the United States in 1986.

Not starting from scratch

The so-called "not starting from scratch" means that KFC will hand over a mature and profitable restaurant to its franchisees. Franchisees don't need to do a lot of heavy preparatory work, such as choosing a site, opening a shop, recruiting and training employees, etc. These are ready-made. "Among them, site selection is often the key to success, and KFC has already done it for you." This is the best way for KFC to franchise in China market at this stage. If a profitable KFC restaurant is handed over to the franchisee, the business risk of the franchisee will be greatly reduced, and it will be successful only by maintaining it. ?

Since KFC publicly applied for franchise in China market in 1998, KFC's China headquarters has received hundreds of telephone inquiries and letters asking for franchise almost every day. However, KFC has very strict requirements for the audit of franchisees. Franchisees must have the background and practical experience in catering, service and tourism besides the expenses of joining, store decoration and equipment introduction. Considering the fierce competition in the catering industry in big cities, the restaurants that KFC can transfer are basically distributed in small cities with high consumption levels. Since August, 2111, when the first KFC franchise store in China was handed over in Liyang, Changzhou, over 11 such restaurants were authorized to join in January, 2114. At present, among the 1,111 KFC stores in China, 95% of the restaurants are directly operated and 5% are franchise stores. Enterprise development of KFC

stock trend

Same-store sales of Yum! Brands, the parent company of KFC, increased by 2% in China in February, which has been increasing for two consecutive months, but the sales in the whole quarter decreased by 4%. Yum! started advertising and social media last October to tell people that their food is safe.

Yum's fast food chains include Pizza Hut, Taco Bell and KFC. At the end of last year, the company promised to improve the image of its KFC brand in China in 2114.

Yum! disclosed in its filing with the US Securities and Exchange Commission on Monday that the same-store sales of KFC in China increased by 5% in February, but the sales of Pizza Hut decreased by 3%.

however, in the whole fourth quarter, same-store sales of KFC still decreased by 4%, while that of Pizza Hut increased by 5%. The fourth fiscal quarter of Yum! China runs through September, October, November and December.

on February 3rd, Yum will release its fourth fiscal quarter and full fiscal year finance.

The stock fell 3.3% to $71.11 after the close of trading on Monday. As of Monday's close, the stock has fallen by 2.9% this year.

Related cooperation

In September 2116, Yum! Brands (parent companies of KFC and Pizza Hut) announced that they had reached an agreement with Chunhua Capital and Ant Financial, and both of them invested 461 million US dollars in Yum! China. Among them, Chunhua Capital invested 411 million US dollars, and Ali Ant Financial invested 51 million US dollars. The investment will be synchronized with the spin-off of Yum! Brands and Yum! China.