Store location selection is the first step for you to open a store. Before the location selection, it is essential to evaluate the store location. However, many friends who are not deeply involved in site selection evaluation are puzzled, and how to evaluate the location of storefronts has become a headache for them. In this regard, Xiaobian from China Catering Business Opportunity Network will share with you the location evaluation method of KFC!
KFC: how to get the joining information?
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1 to determine where the most important gathering point is in this business circle.
For example, Xidan in Beijing is a very mature business district, but it is impossible for Xidan to be a gathering place anywhere. There must be the most important gathering place for guests. The principle of opening a KFC store is: strive to open a store in and near the most crowded places.
In the past, the old saying goes, "One step is worse than three cities". The address of the store is one step away, and there may be a 31% difference in business. This is related to the moving line of people (the line of people's activities). Someone may come here and turn, so this place is where the guests can't go. It's not far from an alley, but the business is much worse. All these should be taken into account when choosing the site.
What is the pedestrian flow line like? In this area, which direction people go after getting out of the subway, and so on. These are all sent to pinch the meter and measure it. Only after a complete set of data can we determine the address accordingly.
for example, the measurement of the flow of people in front of the store is to record the flow of people passing by at the place where the store is planned to open, and measure how many people pass by the place in unit time. In addition to the pedestrian flow on the sidewalk where the location is located, it is also necessary to measure the pedestrian flow in the middle of the road and across the road. Those in the middle of the road are only cyclists, not drivers. Whether the traffic across the road is counted depends on the width of the road. Even if the road is narrow, the road width exceeds a certain standard, which is generally the isolation belt, so customers can no longer come to spend, so it is not counted as the traffic across the road.
KFC site selection personnel will input the collected data of people flow into special computer software, and they can calculate that the investment here should not exceed how much, and the store cannot be opened beyond how much.
2. When selecting the site, we must consider whether the main moving line of people flow will be stopped by competitors.
because people's loyalty to the brand has not yet been said, I eat KFC and get tired of seeing McDonald's, as if this has not happened yet. As long as you are in front of me, I am very tired today. Why do I have to walk another 111 meters to eat something else? I am here first. I won't move forward unless there are so many people here that I can't find a seat.
But the flow of people has a main line, which will have an impact if the competitor's gathering point is better than KFC's location. It doesn't matter if they are the same. For example, there is a KFC store at the intersection of Beitaipingzhuang in Beijing. If it is 111 meters to the west, it is inappropriate for competitors to open another western-style fast food restaurant, because the main passenger flow comes from the east and then opens there, a large number of passengers will be stopped by KFC, and the benefit of opening a store will not be good.
3. The choice of gathering points affects the choice of business circle.
the choice of gathering points also affects the choice of business districts. Because whether there are major gathering points in a business circle is an important symbol of the maturity of this business circle. For example, a new residential area in Beijing has a large number of residents and a high population quality. However, according to the survey, we can't find the main gathering point in this area, so we may not open a store at this time. When the community is mature or more mature, we will know that one of them is indeed the main gathering point.
in order to plan the business circle well, the development department of KFC has made great efforts. As far as Beijing KFC Company is concerned, its development department staff have traveled all over Beijing all the year round, and they are familiar with this place where buildings and roads change greatly every year and local people are easy to get lost. This often happens. Beijing KFC Company received a phone call from a customer and suggested that KFC set up an office in his place. As soon as the developer heard the address, he could casually tell whether the local business environment was suitable for opening a store. In Beijing, KFC has successfully opened 56 restaurants according to the business circle divided by its own investigation.
kfc and McDonald's have similar market positioning, and the customer groups basically overlap, so we often see a street with McDonald's on one side and kfc on the other. This is the follow-up strategy adopted by KFC. Because McDonald's has done a lot of detailed market research before choosing a store site, opening a store next to it can not only save time and energy in inspecting the site, but also save a lot of site selection costs. Of course, in addition to the follow-up strategy, kfc's own choice of store location is also excellent and worth learning.
with the evaluation criteria of the store site and some successful cases, we can develop a set of evaluation tools for the store site, which mainly consists of the following tables: lease conditions table, business circle and competition conditions table, site situation table and comprehensive evaluation table. They are our standardized management tools for evaluating the location of chain stores.