In 2020, McDonald's has more than 30,000 stores around the world with a brand value of $37.5 billion, while KFC has1.1.00 million stores with a brand value of1.71.00 billion dollars. It can be said that McDonald's is hanging KFC all over the world.
In China, the situation is just the opposite. The number of KFC's 6,000 stores has crushed McDonald's with 3,000 stores. McDonald's, the global fast food leader, has been catching up in China, but its performance has never been close. What is the reason?
1987 In the winter, the first KFC restaurant in the mainland opened in front of Beijing, covering an area of 1460 square meters and three floors. It was the largest KFC restaurant in the world at that time.
Although it was expensive for the income at that time, it could not stop the enthusiasm of consumers, and there was still a long queue in front of the restaurant.
According to current standards, KFC was a fashionable online celebrity store at that time. Not only is the store clean and tidy, but even the waiters are young and beautiful. There is air conditioning in summer, and the last time you can eat KFC can even become a status symbol.
It is precisely because KFC entered the mainland market earlier that it defined what is a western-style fast food chain.
It was not until 1990 that McDonald's opened its first restaurant in China. It was three years late, then it was slow and it was always in a state of catching up.
At this time, KFC put forward the sinking strategy, expanding from the original first-and second-tier cities to the third-and fourth-tier cities. From 1987 to 2004, KFC opened more than 1000 stores in Chinese mainland, while McDonald's was less than half of KFC's. Many people may remember that KFC appeared before McDonald's in the local area.
Then KFC made a transformation strategy and began to try localization. Breakfast porridge was introduced in 2002, and the slogan of "based on China, integrated into life" was put forward. Later, we constantly sought to be close to the tastes of Chinese people, and introduced Chinese fast food such as soybean milk, fried dough sticks, rice, spiced tender cattle and old Beijing chicken rolls.
McDonald's is relatively conservative and always maintains the absolute standardization of global products, so McDonald's products are advocating pure American fast food, and it was not until 20 13 that China products were sold.
Faced with the rise of local chain brands, it is difficult for KFC and McDonald's to return to a high market share, so they both chose to transfer.
1. 20 16 Chunhua Capital and Ant Financial Investment Yum! China, respectively. A year later, McDonald's also signed an acquisition agreement, renamed the Golden Arch, and started the full-speed mode.
Nowadays, the consumers who choose to eat in fast food restaurants are mainly young people. In order to be clean and hygienic, they eat fast. On the other hand, young consumers advocate a healthy diet, and fried, high-calorie western-style fast food is obviously not the first choice.
At first, KFC gave people the impression that it was positioned on parents and children, and its brand concept was regarded as a family restaurant. In order to cater to young people, KFC has been replacing top idols as spokespersons in recent years, including Lu Han, Karry, Zhu Yilong and Ebo.
McDonald's has basically completed its transformation. The original red and yellow color scheme has also been changed to the current red and black color scheme, and a series of "working meals" have been developed for the purpose of adult transformation.
The scale of domestic catering industry is still growing every year. As old fast food chains, KFC and McDonald's undoubtedly need to seize the opportunity to grab a bite from young people's three meals. This is a problem that needs to be faced.