To put it simply, KFC is good.

After all, KFC's main product is chicken and McDonald's is beef.

KFC is more in line with Asian tastes, McDonald's is more suitable for Europeans and Americans, and KFC is better in China's mainland market. Although both of them are urban families in the choice of target groups, they are biased in the three groups that make up the family (namely children, young parents and young men and women): McDonald's always insisted on a child-centered family before it changed its face in 2114, and then took care of parents and young men and women; KFC, on the other hand, takes young men and women as the center, and then takes care of children and young parents. Although there seems to be only a slight difference between the two, this slight difference determines the business focus of the two and affects the subtle differences in the decoration and layout of restaurants, products and site selection. According to the relevant survey data, the consumption of foreign fast food in China, the young people aged 16-25, both in the proportion of consumers and the proportion of consumption amount, is above 61%. In the children's and parents' market, which accounts for 31 ~ 41%, the consumption right is basically decided by the adult parents. It can be said that the decision-makers of foreign fast food consumption are basically adults, not children, especially in today's "fast food health crisis". The product positioning is similar. As we all know, KFC and McDonald's have great differences in product positioning. McDonald's mainly produces hamburgers, which is more suitable for Europeans and Americans (this can be seen from the statistics of the sales volume and the number of restaurants in the United States in 2112 and 2113 by American food industry research institutions. The top three for two consecutive years are McDonald's, Burger King and Wendy, and they are all fast food chain groups mainly producing hamburgers). KFC, which mainly produces chicken products, is more suitable for the tastes of Asians, especially China people, compared with McDonald's, so it is more acceptable to consumers in China. In recent years, although McDonald's has also strongly launched "Mai Spicy Chicken" and "Chicken Leg Burger" similar to KFC, KFC's 61-year experience in cooking chicken can't be copied in a short time, and its image as a "chicken cooking expert" can't be imitated. Compared with the catering market where taste is better than feeling, the subtle differences of products put McDonald's at an unfavorable competitive position to a great extent. In the localization of products, KFC spared no effort to meet the different needs of consumers in China. Since the mid-1991s, KFC has been determined to build a brand for China people that meets the needs of China people. In the process of studying KFC and McDonald's, we also found the fact that although the two companies regard each other as the most important and direct competitors, they have both achieved good results in the China market. They didn't fall into the vicious competition of homogenization and price war with each other, but they improved their competitiveness in their own ways, and the result of the competition was a win-win situation. This may be more worthy of consideration and reference by local enterprises in China. To be honest, from a global perspective, McDonald's and KFC are not the same heavyweight rivals, and KFC lags behind McDonald's in terms of development history, overall scale and strength, and even brand assets. But why can China market become KFC's overwhelming "base camp" against McDonald's? KFC's leap in China should first be attributed to the decision-makers' understanding and attention to the particularity of China market, especially the integration of cross-cultural management. Only by choosing the right general can we avoid mistakes. Secondly, we should attribute it to KFC's three differentiated competitive strategies in China market ("aiming at high-growth market, preempting and accelerating expansion") and two flexible chain modes ("direct chain" and "franchise chain") of strategic chain operation, which laid the foundation for gaining competitive advantage. For McDonald's, through the analysis of its development curve in China market, it is not difficult to find that McDonald's development strategy in China market has two characteristics: "lagging behind" and "wandering and swaying", and it has always adhered to the "direct chain" strategy (the "franchise chain" model was implemented in China as late as August 2113, while KFC took the lead as early as 1999, and more than 41 franchise stores have been developed in 2113. Long-term organizational decision-making mechanism is remote and slow, and McDonald's tends to be paranoid about the conservative principle of "appropriate price" when making strategic location decisions, which has taken the lead for KFC in setting up strategic stores in many cities (such as Shanghai) and affected its expansion in China market. KFC takes family members as its main target consumers. The promotion focuses on young people who are more receptive to foreign cultures and new things, and all food, services and environment are targeted. This is because young people prefer the light dining atmosphere of western-style fast food, and hope to influence the presence of family members of other age groups. In addition, KFC also spends a lot of energy on children's customers. There is a children's dining area in the store as a birthday celebration area for children, and colorful decorations catering to children's hobbies are arranged. Toys are also available as gifts on holidays. On the one hand, we hope to cultivate children's habit of fast food from snacks, on the other hand, we hope that through the drive of children, we can attract the whole family members to the store to receive warm service. When a child grows up, KFC may become a part of his life. It can be said that it is precisely because they attach different importance to the China market and the global market, which leads to the division of several main factors in strategic decision-making, which determines the expansion speed and development quantity of the two chain stores in China market. What KFC has always wanted to create is a happy atmosphere for the whole family to eat together, emphasizing this added value. This will leave a deep impression on people. They have a lot of good memories that happened in KFC. When guests arrive at the restaurant, they first feel the taste of food. The food is not delicious, no matter how cheap it is. No matter how good the service is and how beautiful the decoration is, the guests will not like it. The market advantage of KFC is the unique taste of its chicken food, which is positioned as "a world-famous chicken cooking expert" and "the delicious chicken is cooked in KFC", which is also the biggest difference between KFC and McDonald's. Its fried chicken series products, such as original chicken, spicy chicken wings, crispy chicken leg hamburger, boneless chicken fillet, etc., have a golden crispy outer layer and a smooth and juicy inner layer, which are widely praised by customers for their unique and delicious taste. KFC has also continuously strengthened its selling point of "chicken cooking expert" in various advertisements. China people love to eat chicken, and chicken ranks first among chicken, duck and fish. Compared with other foreign fast food, chicken products are more suitable for China people's tastes and more easily accepted by China people. This can be seen from the fact that McDonald's quietly broke its unified menu of "Beef Burger" in the global market and introduced "Mai Spicy Chicken" and "Chicken Leg Burger" similar to KFC in the China market. KFC is not satisfied with its current success. Instead, it is constantly searching for the tastes suitable for China people with great manpower and financial resources, what products they like from KFC, why they like KFC and so on. To adjust services, adjust food, and even launch new products. As we all know, as a fast food, the stable product price has always been one of the symbols of its sustained and steady operation. KFC and McDonald's are basically flat in the pricing of similar products for a long time. However, by June 2113, McDonald's began to wield a price weapon. First, it was forced by the pressure of global performance and cost control to implement a comprehensive price increase against the trend; After more than eight months from the overall product price increase (March 2114), nearly ten main products of McDonald's were all cut to less than five yuan, with the highest drop of 51%, which caused the embarrassment of being out of stock in many areas for a while, and all this was implemented on the basis of reducing the product capacity and even the quality. KFC, on the other hand, rarely has such a repeated price, and has always adhered to the route of "appropriate price and qualified products". It is reported that the cost control of McDonald's products has also remained high. In the procurement and supply of products, McDonald's prefers its domestic enterprises in the United States to provide goods for China, while KFC prefers to develop suppliers in China. In addition, it enjoys the synergy effect with the supply chain of Pizza Hut and other brands, and KFC is also slightly better in product cost control. 4, the implementation of the location strategy, realistically speaking, McDonald's and KFC have their own bibles in the location strategy. Whether it is the rigorous process and consideration standard of site selection, it is difficult to distinguish between them. The president of McDonald's East China once declared, "The reason why McDonald's chain stores open a prosperous one is the location;" The second is the location; The third is the location. " However, in the actual implementation process, it can be seen that the success rate of KFC's location selection is almost 111%, while McDonald's often has unspeakable store closures (February 1, 2112, McDonald's Chengdu Shuangnan Store suddenly "disappeared" without a trace. This is the first branch of McDonald's in mainland China. However, according to informed sources, Sichuan McDonald's * * has 11 branches, except that the main store has been making profits and the other two stores have made profits occasionally, the rest are basically at a loss. Just when the aftermath of the closure of McDonald's Chengdu Shuangnan Store has not completely subsided, at the end of May 2113, news of the closure of the store came out in Guangzhou, a southern country. In the process of studying KFC and McDonald's, we also found the fact that although the two companies regard each other as the most important and direct competitors, they have both achieved good results in the China market. They didn't fall into the vicious competition of homogenization and price war with each other, but they improved their competitiveness in their own ways, and the result of the competition was a win-win situation. This may be more worthy of consideration and reference by local enterprises in China. Take a closer look at the city, which restaurant is more dominant, KFC or McDonald? From the perspective of operating income and annual expansion speed, KFC is also far ahead in Chinese mainland market. For many years, wars between KFC and McDonald's have continued. Last year, McDonald's took a price war, but KFC kept its previous price. The Sudan Red incident also greatly reduced McDonald's image. I think this is not just an accident. I remember that McDonald's launched a 11-yuan set meal last year, which also led to a lawsuit with consumers. How can we explain what Yang Chenglin said about McDonald's the other day? When the catering industry enters another country, it is important to develop the localized food culture. What I want to say is that KFC has done a good job. Many good products are too numerous to mention, and its products cover the needs of people of all ages, and there are also children's packages. If you pay attention, look at KFC near you, there are some activities for children every month, and a birthday present will be given to children who celebrate their birthdays at KFC. I think this better satisfies and develops potential customers.