In our memory, McDonald's and KFC are either face to face or shoulder to shoulder. For a long time, their help to similar products such as 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.
1. KFC
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.
KFC entered Beijing, the ancient capital with a long food culture, in 1987 to meet the needs of the development of China's catering industry, thus beginning its development history in this country with the largest population in the world.
on 11/12/1987, KFC set up its first restaurant in China in the bustling area of Qianmen, Beijing, and Beijing KFC Co., Ltd. was also the first Sino-foreign joint venture in Beijing to operate fast food at that time. Taking Beijing as a starting point of development, the development of KFC in the whole country is like a prairie fire. In 1992, the total number of restaurants was 11, which was the largest number of fast food chain restaurants in China at that time. By 1995, it had grown to 51.
On June 25th, 1996, the 111th KFC store in China was established in Beijing, which was a milestone and marked a new stage of KFC's development in China. On June 1 of the same year, the daily turnover of KFC Shanghai People's Park Restaurant was nearly 411,111 yuan, which set a new record for KFC's global single-store daily turnover. In China, KFC now serves nearly 1 million consumers every day.
Since its opening in 1987, KFC has sold 241,111 tons of chicken products in China, all of which are made in China. It is roughly estimated that the total number of chickens sold by KFC in China is 624 million. If each chicken is arranged end to end, it is equivalent to the distance from Mohe in the northernmost part of China to Zengmu shoal in the southernmost part.
Today, KFC's business development has been widely recognized by consumers in China, and it has made a great leap:
In p>1999, according to 16,677 questionnaires from professional research companies in 31 cities in China, KFC, the first western-style fast food to enter the China market, was widely known and loved by consumers in China because of its unique food and quality, and was recognized as the "most frequently patronized" brand.
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.
Second, McDonald's
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.
McDonald's is famous for its fast food business. In 1955, when klock founded the first McDonald's restaurant in the United States, there were not many varieties on the menu, but the food was of high quality, low price, rapid supply and beautiful environment, and the chain stores quickly developed to every state; By 1983, there were more than 6111 branches in China. In 1967, McDonald's opened its first foreign branch in Canada, and its foreign business has developed rapidly since then. By 1985, foreign sales accounted for about 1/5 of its total sales. More than 18 million people visit McDonald's every day in more than 41 countries.
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.
McDonald's adheres to the management principle of "quality, service, cleanliness and value for money", and adheres to the concept of establishing a perfect food supply network system and human resource management and training system in China, which should develop with local * * *, and make progress and prosperity with local * * *.
* Note: The total number of restaurants is the statistics as of the first quarter of 2112
"A rising tide lifts all boats" marketing VS "tailor-made" marketing
1. KFC's "A rising tide lifts all boats" marketing
1. Localization and professionalization of terminal personnel; Pay attention to training and aim high
The rapid development of KFC has provided a large number of employment opportunities for China. At present, KFC has more than 51,111 employees and more than 5,511 managers of restaurants and companies all over the country. From the first restaurant in China to more than 851 restaurants now, KFC has always achieved 111% localization of employees. In the development mileage of nearly 2116, KFC has continuously invested money and manpower to carry out training in many aspects and at all levels. 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. These trainings not only help employees improve their job skills, but also enrich and improve their own knowledge structure and personality development. Many aspiring young people have grown up in KFC and become outstanding management talents in the enterprise.
In order to make the management staff of KFC reach the professional fast food management level, KFC has specially set up a professional training base-Education Development Center, which is suitable for restaurant management. Since the establishment of the center, it has provided thousands of training courses for more than 2,111 restaurant managers from all over the country every year.
2. Localized management, know yourself and know yourself
According to a recent survey conducted by an international information company in Chinese mainland, among the top ten foreign famous brands that China people like most, KFC's hometown chicken ranks first, while Coca-Cola and McDonald's only rank fourth and fifth. The survey shows that the closer foreign brands are to China culture, the more likely they are to take root in the mainland consumer market if they are properly localized in marketing strategies.
Lianhe Zaobao reported that AC Nielsen recently announced that KFC is the favorite brand of foreign goods in China, according to the survey results of 6,677 questionnaires sent by them in 31 China cities. The biggest reason is that China people like to eat chicken, and KFC's main product is fried chicken. Compared with McDonald's hamburgers, chicken is naturally more acceptable to China people.
last year, KFC spent 7.6 million yuan (about S $1.52 million) to redecorate the world's largest branch in Qianmen, Beijing, with the quadrangle and the Great Wall in Beijing as the main tone of the mural, and then decorated the dining areas with traditional folk techniques such as clay figurines, kites and shadow puppetry.
in addition, KFC's branches in different cities will hold different types of public welfare activities according to the needs of local communities. For example, there are free English classes and university scholarships; Holding scholarships for disabled children has greatly improved the image of the enterprise.
The report points out that KFC knows so much about China's local culture because the entire China business department is all Chinese, and most of the decision-making departments are Chinese, Hong Kong and Taiwan students studying abroad
3. Channel management: "franchise from scratch" to "franchise from non-zero"
Like other famous brands in the world, KFC takes "franchise" as an effective way. In China, KFC authorized the first franchise company in Xi 'an in 1993. In August 2111, the first KFC franchise store in China was officially handed over in liyang city, Changzhou. Up to now, 11 KFC restaurants without starting from scratch have been authorized to join. At present, 95% of KFC's restaurants in China are directly operated by restaurants, and only 5% of them are affiliated restaurants. Pizza Hut also has more than 111 restaurants in China, one third of which are managed by franchisees. When franchisees joined KFC, they also started cooperation with KFC on the basis of equality and mutual benefit. In order to promote the steady development of KFC in China, so that consumers in more cities can taste the same KFC food as any KFC restaurant in the world at their doorsteps, KFC started its franchise business in China in 1993. At the end of 1998, KFC once again sought a franchise partner in the China market, and publicly announced the application conditions for franchise.
In the last two years, KFC plans to open cities in China with a non-agricultural population of more than 1.5 million but less than 1.4 million and an annual per capita consumption of more than 6,111 yuan (except cities with KFC joint ventures) to franchisees, that is, franchisees can buy one or more KFC restaurants, including restaurant business premises, all supporting equipment, facilities and experienced restaurant managers, after KFC's strict examination of franchisees' financing strength and management.
The development potential of KFC in China is huge and incalculable, and China will become the largest fast food market in the world. No enterprise can completely occupy the China market and rely on franchisees who love KFC brand to develop KFC in China, so as to achieve the most effective development potential. Therefore, the prospect of franchising in China is very considerable.
4. The niche market positioning is accurate, and the purpose of public welfare promotion is clear
As a member of the social family, KFC actively cares about people in need with the corporate purpose of "returning to society", especially in recent years, when KFC has been developing rapidly, its investment in public welfare undertakings in China, especially the education of children in China, has become a core content of KFC's "returning to society".
In order to enable children to grow up in a healthy environment, KFC supports education in various urban areas of China in various forms every year, from donating educational projects such as Project Hope to subsidizing poor students and inviting children from welfare homes and disabled children to dine for free. From holding lively sports and cultural competitions to donating books and picture albums. In recent years, KFC has also launched a lively and entertaining KFC healthy mobile classroom; The winter camp and summer camp held together with TV stations are loved by children and parents. All these reflect KFC's corporate culture of "returning to society and caring for children". In September, 2112, the "Dawn Project of China KFC" with 38 million yuan was launched. It will be a long-term subsidy to college students who are ambitious and poor, but have excellent academic performance. It will help them and pave the way for the initial stage of their study, career and life.
according to statistics, KFC has spent more than 61 million yuan directly and indirectly on youth education and social welfare for more than ten years, all of which are used to help deaf-mute and mentally retarded children, out-of-school children in poverty-stricken areas and college students and educators in need.
Second, McDonald's "tailor-made" marketing
Establish core competitive advantages
1. Pay attention to culture, quality and service, and strengthen brand core competitiveness
The golden arch of McDonald's promises that the menus of each restaurant are basically the same, and "the quality is superior, the service is excellent, and the products are clean and hygienic, and the goods are genuine". Its products, processing and cooking procedures and even kitchen layout are standardized and strictly controlled.
quality
McDonald's spirit of attaching importance to quality can be seen before every restaurant opens. The first is to establish a series of local network systems such as production, supply and transportation to ensure that restaurants get high-quality raw materials. At the same time, McDonald's food must go through a series of strict quality inspections. There are more than 41 quality control inspections for beef patties alone. Perhaps many customers don't know how complicated McDonald's food control procedures are, but they have deeply experienced the results, which are McDonald's high-quality, delicious and balanced food.
Service
Fast, friendly and reliable service is the hallmark of McDonald's. McDonald's understands the importance of providing quality service to customers from experience, so every employee will bring laughter to customers on the principle of putting customers first.
cleaning
every utensil, location and corner of the restaurant reflects McDonald's emphasis on hygiene and cleanliness. McDonald's provides customers with a clean, comfortable and pleasant.