KFC is a global chain catering enterprise, and its business model includes direct operation and joining. Direct marketing refers to the stores operated by the company itself, and joining refers to authorizing individuals or enterprises to buy KFC brands and operate their own stores. KFC has more than 20,000 stores around the world, most of which are franchise stores. In China, KFC also adopts a combination of franchise and direct operation. According to official data, by the end of 20 19, KFC had more than 9,000 franchise stores in China, and more than 1500 direct stores. Joining KFC stores needs to meet certain conditions, including certain financial strength, management ability and market development ability. Franchisees need to pay a certain joining fee and deposit, and carry out store decoration, site selection and personnel training according to the company's requirements. In contrast, direct stores are directly managed by the company. The advantages of direct stores are unified brand image, standardized management and controllable service quality, but it also requires the company to invest a lot of money and human resources.