KFC can be in China's rapid development and its network, standardized chain management is inseparable. Below I will unravel the business philosophy of KFC for you, I hope to help you.

KFC's business philosophy

KFC adopts a boutique, standardized, humane business strategy, the store is not large but very compact, every detail is carefully carved, every process has been standardized. Tidy restaurant, sincere and friendly reception, accurate supply, excellent equipment, high quality and stable products, fast and swift service.

KFC forever image

In everyone's eyes, the retired Sanders should always take a good rest, but this never tire of the old man began another job. Since his appearance on television, his dress has become a unique KFC registered trademark, people see him, will naturally recall the legendary experience of Colonel Sanders and his always smiling look. For this reason Sanders often joked: ? My smile is the best trademark. Although he sold all of his proprietary rights, in consideration of his great reputation, these new owners paid Sanders a special lifetime salary to continue to serve as a spokesman for Kentucky Fried Chicken and to promote it widely.

Accompanied by enterprising new business executives, Kentucky Fried Chicken grew at a phenomenal rate in the rapidly growing fast-food industry in the United States. Over the next five years, sales grew an average of 96 percent a year, reaching $200 million in March 1971. Nearly 1,000 new locations were opened that same year, the vast majority of which were franchises.

In 1971, with the Colonel's approval, Brown and Massey sold the potential business to Huberline. By this time, KFC's annual turnover had exceeded $200 million. Although the KFC business has changed hands and changed since then, the franchise has not changed, the fried chicken ingredients, although more and more, but always in that most classic 11 ingredients on top of the formation of the base, of course, its image will always be that a white suit, full of white hair, wearing black-rimmed glasses, always smiling Colonel Sanders.

Sanders' life is a typical American legend, he has done a variety of jobs, but only at the age of 40 in the restaurant industry to find the beginning of his career, and then through setbacks, at the age of 66, and then rise again, re-create another brilliant, with his ? Franchising? , what makes KFC today the world's largest fried chicken chain group.

And Sanders arguably gave his life's work and effort to KFC, shortly before he died at the age of 90, and had to do up to 250,000 miles of traveling each year to sell Kentucky Fried Chicken around. His age and wealth did not affect his passion for his work, and he continued to work tirelessly on his business. When people asked him why he still worked as diligently as he did, Sanders replied: ? People rust more from idleness than from exhaustion, and if I ever rusted from idleness, I'd go to hell.

Colonel Sanders died tragically of leukemia in 1980 at the age of 90. His body was laid to rest at the State Capitol to be honored. Although he is gone, but he founded the fried chicken business to bring eternal charm to Kentucky, people can not know the United States geography of Kentucky, but they can not not know the fried chicken Kentucky name. With one chicken, he changed the world of food.

KFC's Cultural Concept

Globalization Concept of Entering the Chinese Market

First of all, when entering the period, the main strategy for the introduction of a new western-style fast food service system and catering concept.

1. With its new chain business model of unified logo, unified clothing, unified distribution methods, and ultimately relying on its high-quality products, fast and friendly service, clean and hygienic catering environment to establish its position in the Chinese market.

2. We have been insisting on 100% localization of staff and continuously investing money and manpower to carry out multi-faceted training at all levels. From the restaurant waiters, restaurant managers to the management of the company's functional departments, the company in accordance with the nature of their work requirements, the arrangement of scientific and rigorous training programs. In order to make the management staff reach the professional level of fast food management, KFC has also set up a professional training base applicable to restaurant management? Education Development Center.

3. KFC? Speed-oriented? The spirit of the fast food industry makes it pay special attention to the team spirit, relying on its teamwork to achieve high efficiency, which ensures that the peak business service correctly and quickly. So that the formation of a highly efficient and flexible, perfect and advanced management incentive mechanism of its team spirit and excellent management level is the secret of KFC based on the market.

4. High-quality service, in KFC, you get the service will be more than you originally hoped to get the service. KFC's mission is to put the customer first, and it is this mission that makes every customer, adult or child, feel at home.

Maturity, developed a strategy of combining Chinese and Western

1. KFC hired more than 10 domestic experts and scholars as consultants, responsible for improving and developing fast food varieties suitable for the needs of Chinese people. KFC has been to fried chicken, shredded vegetable salad, mashed potatoes as the main varieties, but for the Chinese people's dietary tastes continue to change, the varieties are too single on the development prospects are not favorable. In order to cater to the tastes of Chinese people, Lao Mei has successively launched KFC, which is very popular among Chinese people. Spicy Chicken Wings? The KFC Spicy Chicken Wings Chicken Thigh Burger? The KFC Hot Wings, Chicken Thigh Burger, and Chicken Burger Burger. Hibiscus Fresh Vegetable Soup? etc. This is an unprecedented shift for KFC, which has always focused on tradition and standardization.

2. KFC has set up a special China Healthy Food Advisory Committee to research and develop new dietary products suitable for the tastes of a new generation of Chinese consumers, in order to further expand the market.

Establishment of Franchise Approach

Like other regional operations, franchising has played an important role in the expansion of KFC. A franchise is the right to use a patent, trademark, product formula, or any other valuable method obtained by the franchisor by paying a transfer fee to the transferor, who does not control strategic and production decisions or participate in the distribution of the franchisor's profits.

KFC adopted the means of operation is this franchise franchise way, KFC provides brand, management and training and centralized and unified raw materials, service system, the partner to use the unified brand, services to operate, and finally the two sides in accordance with the agreement to share the commercial interests. Because China had not yet opened up to the outside world, the political risk of KFC's development in China was greater, and China's cultural segregation was more serious, so franchising became the first choice for KFC to enter the Chinese market. Another advantage of franchising is that KFC can ensure a stable income with little investment and it will leverage the existing business situation. This is a very attractive option in places where franchisees can be easily prevented from deviating from KFC's operating procedures. It was by developing the right market strategy to enter China that KFC has blossomed in the country since its introduction from the US in 1986.

No Starting From Scratch

No Starting From Scratch means that KFC turns over an established, profitable restaurant to a franchisee. Franchisees don't have to do a lot of the heavy prep work of choosing their own site, opening a store, recruiting & training employees, etc., it's all readily available." Among other things, site selection is often the key to success, and KFC has done it for you." This is one of the best ways for KFC to carry out franchising in the Chinese market at this stage, handing over a KFC restaurant that is making a profit to the franchisee, the franchisee's business risk is greatly reduced, and the franchisee can be successful just by maintaining...?

Since 1998, KFC in the Chinese market to join the public franchise application conditions, KFC China headquarters almost every day received hundreds of telephone inquiries and requests to join the letter, but KFC for the franchisee's audit requirements are very strict, the franchisee in addition to the must have 1 million U.S. dollars or 8 million yuan as the cost of joining and store renovation, the introduction of equipment, etc., but also The franchisee must have a background and practical experience in operating restaurants, service industries and tourism. Considering that the competition in the restaurant industry in large cities is already very fierce, the restaurants that KFC can transfer are basically located in smaller cities with higher consumption levels. Since August 2000, when the first "not from scratch" KFC franchise in China was authorized to be transferred in Liyang, Changzhou, in January 2004, 11 such restaurants have been authorized to be transferred. At present, 95% of KFC's 1,000 restaurants in China are directly operated and 5% are franchised.