KFC is a famous fast food chain in America. This enterprise established the first western-style fast food restaurant in China on 1987. Since then, KFC has developed very rapidly in China, especially from 1996 to 2000, with an increase of 300 restaurants in four years.
KFC and McDonald's, another well-known fast food chain that entered the catering market in China, attracted a large number of China people, especially teenagers, with their distinctive features, beautiful and simple environment, standardized food and warm and thoughtful service. Every new fast food restaurant can be described as full. This brand-new format, as well as their huge profits, greatly stimulated the traditional catering industry in China. Some domestic catering enterprises have set up fast food chain stores, and Shanghai's "Ronghua Chicken" is one of them.
After KFC entered Shanghai in the early 1990s, Shanghai Xinya Group launched "Ronghua Chicken" to confront it. When it comes to roast chicken, people in China always cook it. We don't need you Americans to teach us how to cook chicken. The boss of Ronghua Chicken put a pocket watch in his pocket and went to KFC to queue up to buy chicken to see how they fried it. After putting it in, 15 seconds turned left, 24 seconds turned right, and finally turned again. Just take a stopwatch, watch its frying time and estimate its oil temperature. After the boss came back, he prepared several seasonings and cooked fried chicken, which was the product of Ronghua Chicken at that time: a drumstick on it, Luo Songtang, which China people prefer, a pickled vegetable fried edamame and a Shanghainese favorite hot and sour dish. In terms of taste, it is absolutely suitable for China people, and the price is cheaper than KFC.
In this way, Shanghai Ronghua Chicken Fast Food Company was established on February 28th, 199 1. Within two years after the company was established, the highest daily turnover was1/kloc-0.9 million yuan, the average monthly turnover was/kloc-0.5 million yuan, and the accumulated turnover for two years reached/kloc-0.5 million yuan. In two years, the number of employees has grown to nearly 300, and 85,000 letters of commendation have been received, which is called "the first meal in China".
Ronghua Chicken Fast Food adheres to the tenet of "promoting domestic products, vigorously developing the cooking culture of the motherland, conducting friendly competition with chickens in KFC hometown in the United States, and gradually improving and developing itself", with the tenet of "scale operation, scientific management, based on this city, facing the whole country and going global". Ronghua Chicken enjoys a growing reputation in Shanghai, the whole country and even the world. At that time, 19 news organizations and 43 articles highly praised Ronghua Chicken's spirit of being brave in competition and pioneering. Twenty-four provinces and cities, including Beijing, Tianjin and Shenzhen, have sent invitations to Ronghua Chicken to welcome it to settle in different places. Singapore, Czech Republic and other foreign businessmen also require "Ronghua Chicken" to fly abroad, so that the Chinese cooking culture can blossom and bear fruit in foreign countries. 1994, Ronghua Chicken opened its first branch in Beijing, and claimed: "I will drive wherever KFC drives!"
○ Ronghua Chicken defeated Maicheng.
When Ronghua Chicken raised the banner of "KFC", it was crowded for a time, and the Huangpu store with the best benefit earned more than 3 million a year. From Heilongjiang in the north to Jiangxi in the south, there are branches of "Ronghua Chicken" with white characters on a red background. In some areas, the business of Ronghua Chicken really exceeds that of foreign chicken, which makes Chinese fast food really proud. However, with the passage of time, "Ronghua Chicken" gradually fell behind in the contest with KFC. In 2000, with the withdrawal of the fast food restaurant Ronghua Chicken from Andingmen, Beijing, the six-year career of Ronghua Chicken came to an unsatisfactory end and fled in the war with KFC.
On the contrary, in sharp contrast to Ronghua Chicken's announcement of its withdrawal from Beijing, in 2000, KFC opened 85 new chain stores in 23 new cities in China, and officially announced in Beijing that its chain stores in China exceeded 400 for the first time that year. The ambitious KFC is developing faster in China than the powerful McDonald's. Just like this, more than half of KFC's global profits come from China every year. In April, 2000, Asia Weekly published a survey conducted by AC Nielsen Company, a world-renowned survey company, in 30 cities in China. Among the international brands that customers patronize the most, KFC ranks first, surpassing brands such as Coca-Cola. According to statistics, in 20001year, its turnover in Chinese mainland was close to 4 billion yuan, and its global turnover reached 22 billion dollars, ranking first in the world's catering industry.
In the increasingly fierce domestic catering market, there are more than "Ronghua Chicken" catering enterprises in China who want to compete with foreign fast food. Following Ronghua Chicken, Red Sorghum challenged McDonald's and became popular all over the country in 10 month. Then came the feat of "Malan Lamian Noodles pulls a big piece". It can be said that since foreign fast food entered China, the contest between Chinese fast food and foreign fast food has never stopped, but generally speaking, Chinese fast food has never been able to effectively impact the market share of foreign fast food.
As a big cooking country, China has a tradition of food culture for thousands of years. Moreover, Chinese fast food can provide local people with food and services that are more in line with the eating habits of most consumers. It should have gained the upper hand in the market competition, but for more than ten years, foreign fast food has steadily occupied more and more market share in the fast food industry. Why do we often fail in the struggle for fast food?
According to conventional thinking, the three elements of fast food are nothing more than convenience, delicacy and cheapness. In my opinion, in these three points, domestic chicken-based foods such as Ronghua Chicken are not inferior to foreign fast food, but why can't "native chicken" do better than "foreign chicken" in actual competition?
In my opinion, hamburgers and fried chicken are not necessarily junk food, but they taste just so-so, and they are not as good as my profound Chinese cuisine. In terms of price, Ronghua chicken is cheaper than KFC; And convenient? It doesn't make much difference if you only consider eating enough and don't consider other factors. So, what magic did KFC and McDonald's do to make us China people who don't care about our food?
When analyzing the reasons why Ronghua Chicken lost the battle with KFC, there are different opinions, but I think the fundamental reason why Chinese fast food, including Ronghua Chicken, lags behind foreign fast food lies in the details.
Let's take a look at the statement of Xinya Group, a subsidiary of Ronghua Chicken.
After the failure of Ronghua Chicken, the leadership of Xinya Group, which founded Ronghua Chicken, reflected on its management mode and competitive advantage. They found that when it comes to competitive advantage, products are only superficial phenomena, and there are many deep management things behind products.
Shanghai Xinya Group is the largest hotel and catering group in Shanghai. There are about hundreds of national chefs in the group; When it comes to product development ability and taste, KFC can't compete with it, but where is the problem? The problem lies with these famous teachers. These famous chefs are all operated by hand, and there is no way to standardize the teaching of apprentices. If a chef took one more sip of wine last night, he might taste different today; If I eat more kimchi this morning, it will taste different from yesterday. So the taste cooked every day is different; The disciples taught are different. So there is no way to mass-produce food according to the standard.
The leadership of the group concluded that the real advantage of KFC lies in the strict management system behind the products. KFC has strict quality standards in all aspects of procurement, production and service, and a set of strict specifications to ensure that these standards are meticulously implemented. Including the efficiency and quality of the distribution system, the exact (not approximate) weight of each seasoning, the order of cutting vegetables and meat dishes and the thickness of the blade (not arbitrary), the minute limit of cooking time (not arbitrary change), the specific cleaning process and quality evaluation quantification of cleanliness, and even hundreds of civilized and standardized terms such as ordering, changing vegetables, checking out, seeing off guests, encountering different problems and daily review and evaluation of errors in each link. For example, KFC stipulates that its chicken can only be kept for seven weeks and must be slaughtered. By the eighth week, although the meat grows the most, it is too old. I'm afraid all Chinese fast food, including Ronghua chicken, has not been considered, or has not been considered in detail. This is the reason why Ronghua Chicken lost in the contest with KFC.
In the final analysis, we can't simply look at the competitive advantage from the product quality and structure. In the final analysis, competitive advantage is the advantage of management, and the advantage of management is reflected through details. KFC has such a standardized thing, and the details are integrated into it.
○ KFC's champion program KFC promoted the champion program "CHAMPS" around the world, which is one of the main essences of KFC's successful performance. Its contents are as follows:
Ccleanness maintains a beautiful and tidy restaurant;
Warm hospitality provides sincere and friendly reception;
An accuracy ensures accurate supply;
M maintain excellent equipment;
P ProductQuality insists on high quality and stable products;
S speed pays attention to fast and efficient service.
The "Champion Plan" has very detailed operation details, which ensures that KFC can strictly implement unified and standardized operations in every restaurant in the world, thus ensuring its service quality. KFC's attention to details is the most pragmatic embodiment of enterprise basic management technology, and it is also the difference between Chinese fast food and foreign fast food.
There are essential differences between traditional catering and modern fast food. Comparatively speaking, traditional catering is a workshop-style, hand-processed single-store form, and management depends on experience; Modern civilization defines modern fast food as a chain system of factory, scale, standardization and relying on modern management. For example, China has a long history of food, whether it is snacks, delicious food or fast food. Let's talk about fast food, which one of our jiaozi, pies, noodles, steamed buns and so on. It has a history of hundreds of years. There are many spicy chicken, Wenchang chicken, boiled chicken, hand-torn chicken, stewed chicken and so on in Chinese food. Which is more delicious than KFC's spicy chicken? But why is it still difficult to be elegant today? The key is that there is no standardization. Every time you go to a restaurant, you will always find a lot of unsatisfactory and repeated mistakes.