KFC's success
Analysis of KFC's success factors
KFC's success factors are various. For example, as an international catering enterprise, KFC has done a good job of localization, combining globalization and localization properly; There has been no mistake in the location of KFC's restaurant so far; KFC uses a complete, practical and verified restaurant operation management system to maintain high-quality service; KFC has a complete crisis management system, so that it can deal with difficulties quickly and correctly.
1. Combination of globalization and localization. A very important problem faced by multinational companies is how to overcome the conflict of different cultures, give full play to the advantages of multiculturalism and manage enterprises effectively under multicultural conditions. By combining globalization with localization, KFC has launched the slogan of "Change for China, and make every effort to create new fast food". The localization content of KFC mainly includes the following aspects: first, the localization of talents. KFC has made great efforts to cultivate and promote local talents. From the very beginning, it has hired a group of core leaders composed of Chinese from China, Hongkong, Taiwan Province and other Asian regions and countries. They are full of passionate entrepreneurial enthusiasm, have many years of experience in the fast food industry, and have a better understanding of China's language, culture, geography, history and customs. It is such a leader who has both industry experience and a deep understanding of the China market that he can make the most correct judgment in the shortest time. Secondly, product localization. Northerners in China prefer beef and mutton, but in the south of China, pork and chicken are popular with the public. Generally speaking, China people have more demand for chicken than beef, which is one of the reasons why McDonald's is not as good as KFC in China market. KFC is famous for its "original chicken" in the world, but China people don't like the "white meat" of chicken breast as Americans do, so KFC has been trying to figure out the taste of China consumers from the beginning and has continuously introduced many products with China characteristics, such as rare and fresh four-treasure porridge, bacon and egg filling cake, carrot bread, Mexican/old Beijing chicken rolls, hibiscus fresh vegetable soup, tomato and egg drop soup, and salted and crispy half wings. Many Chinese people like to eat spicy food, and KFC has introduced spicy chicken leg fort, Sichuan spicy tender beef five recipes, spicy chicken wings and other products in response to this preference. Finally, the localization of suppliers. Localization of KFC's supply chain and development of local suppliers can well meet the food demand of China people and effectively reduce the procurement cost. The integration and localization of China Parkson's supply chain reduced the outsourcing cost by nearly 111 million yuan in 1998. At the same time, the localization of suppliers can also reduce the risks caused by unpredictable factors such as weather, transportation, tariffs and policies.
3
6 An important factor is the location of the restaurant. The factors that affect the location of restaurants mainly include the commercial conditions, traffic conditions, passenger flow, storefront conditions and other factors in the regional
business district.
Based on these factors that have an important impact on the site selection, the site selection of almost every KFC store will include the following characteristics: it is mainly distributed near the commercial center with large passenger flow, surrounded by large shopping malls, amusement parks, hospitals, etc., which have great demand; , and on the side with more people on both sides of the street, attract customers to patronize; In order to shop, and make the majority of male customers avoid accompanying women. KFC has a complete, practical and verified restaurant management system, namely CHAMPS, which consists of six English words. Each word represents a characteristic of KFC and is an important index to evaluate the operation of restaurants.
c (cleanliness)-neatness. The clean dining room environment provides a good dining atmosphere for customers and helps them to have a good mood when dining.
h (hospitality)-hospitality. Provide intimate service attitude to customers, care for customers from the heart, and show respect and care for customers.
a (accuracy)-accuracy. Ensuring the accuracy of ordering, catering, collecting money and changing money is helpful to improve work efficiency and reduce the error rate.
m (maintenance)-maintenance. Maintain the equipment and facilities of the restaurant to ensure the normal operation of the restaurant.
p (product quality)-product quality. Product quality is the most important consideration when customers choose brands, and good product quality helps to build customer loyalty.
s (speed)-speed. Providing services to customers quickly reduces the time for customers to wait in line ...
What is the reason for KFC's success?
first, the timing of entering China and the correctness of site selection
second, the strategic formulation of combining western culture with China characteristics
third, the establishment of franchise mode
Reasons for the success of KFC and McDonald's
1 There were no such foreign fast food restaurants in China, and both of them were "leaders"
2 The food inside was different from that in traditional restaurants in China, which was attractive. Although there are many people
3 there have been some discounts for a long time, and new products (of course, there are combinations) have been constantly introduced, which has earned people's attention for a long time. People naturally think that other foreign fast food is not as authentic as this (although it may all be the same)
I remember seeing a documentary or something before, which is also about this, and I forgot the specific reason. If you really want to see it, take your time. I don't know
the success story of the founder of KFC?
the founder of KFC-colonel --Sanders. Born in 1891, the colonel's life is full of American success stories. When he was young, he worked in all walks of life, including railway firefighters, road maintenance workers, insurers, tire sales and gas station owners, and finally found a career destination in the catering industry.
When he runs a gas station in KFC, in order to increase his income, he makes all kinds of snacks for passers-by. As a result, the business developed slowly and steadily, and his reputation for cooking delicious food attracted tourists in the past. Therefore, the governor of KFC made him a colonel of KFC in 1935 in recognition of his contribution to KFC's state catering. The colonel's most famous specialty is his carefully developed fried chicken. This has always been a popular product, and it took the Colonel ten years to prepare it before it got a finger-sucking aftertaste. When the colonel was 66 years old, he drove his old Ford car in 1946, carrying his eleven unique ingredients and his right-hand man, the pressure cooker, and started on the road. He went to restaurants all over India, Ohio and KFC, and sold the recipes and methods of fried chicken to interested restaurants. Surprisingly, in just five years, the colonel has 411 chain stores in the United States and Canada.
At the same time when he founded KFC, he was a 66-year-old retired man with a monthly social security payment of $115. Today, KFC has become the largest fried chicken chain in the world. At the same time, the colonel was also concerned by the TV station. Because he was busy with cooking all day, he had to find the only clean-white palm suit, which has since become his unique registered trademark. Since then, people have associated this suit with KFC; And his white suit, white hair and goatee have become a national symbol. 2119-19-12 11:43 KFC is a famous fast food restaurant chain from the United States, and the first KFC was founded by Harland Sanders in 1952. It mainly sells fried chicken and other foods, belonging to Yum! KFC's business philosophy is to constantly introduce new products, or repackage products sold in the past, aiming at people's early adopters' mentality, so as to make profits.
KFC belongs to Yum Brands. Yum! Brands is the largest catering group in the world, with more than 33,111 chain stores and 841,111 employees in more than 1,111 countries and regions around the world. It owns world-renowned catering brands such as KFC, Pizza Hut and Taco Bell, ranking first in the world in the fields of cooked chicken, pizza, Mexican food and seafood catering.
KFC and Pepsi have formed a strategic alliance, and restaurants regularly sell carbonated drinks provided by Pepsi (except in some countries, such as Japan and South Korea, where KFC sells Coca-Cola).
KFC is the world's largest fried chicken fast food chain. KFC's logo KFC is the abbreviation of English KFC fried chicken, which has become a well-known brand all over the world.
in 1931, Harlan Sanders, the founder of KFC, opened a restaurant in his hometown of Kentucky, USA. During this period, Sandoz devoted himself to studying the new method of fried chicken, and finally succeeded in inventing a secret recipe composed of eleven spices and unique cooking techniques. Its unique taste was well received by customers, and the restaurant business was booming day by day, and the secret recipe has been inherited to this day. Kentucky awarded him the honorary title of Colonel Sanders in recognition of his contribution to his hometown.
Colonel Sanders, dressed in a suit, with white hair and goatee, has become the best symbol of KFC's international brand.
Colonel Sanders' success began when he was 41 years old and ran a Corbin gas station in Kentucky. In order to increase his income, he began to make his own snacks and provide them to passers-by. Because his reputation for cooking food attracted passers-by, his business grew slowly and steadily. While his reputation was growing, Ruby Laffon, then governor of Kentucky, awarded him the title of Colonel of KFC in 1935 in recognition of his contribution to Kentucky catering.
the colonel's most famous specialty is the fried chicken he carefully developed and invented. This is KFC's most popular product at present. It is cooked by Colonel after ten years' research with a magical formula of eleven spices, which makes people suck their fingers after tasting it.
The delicious fried chicken has attracted many customers. However, the traditional fried chicken method makes customers have to wait for 31 minutes ...
Why is KFC so successful?
KFC's business philosophy is "crazy about customers", which means that the source of some actions is customers. In order to make customers leave any KFC restaurant in a good mood-"customers are the reason" is the most fundamental reason for KFC's success. .
Other demographic factors and human factors are actually commercial factors. . It's not the management culture of KFC. .
The original intention of KFC is to make every employee work happily and pass on this happy mood to every customer. Let every customer come to KFC restaurant for dinner with whatever mood, and finally leave the restaurant with a happy and satisfied mood. .
why is KFC successful in China?
She cited KFC's refusal to cash coupons and caused sabotage in some stores, which illustrated two points: on the one hand, how radical China consumers are; On the other hand, consumers in China have much higher expectations of foreign businesses than those in China. Consumers in China have a strong nationalist complex, but they are almost always willing to pay higher prices for foreign products than domestic products, because they think foreign products are safer and of better quality. Even a big local brand like Li Ning, a sporting goods company, can hardly change this inherent impression of China consumers. "Why do China people act like that?" (What makes Chinese people tick? How wonderful it is to use this sentence as the opening sentence of a book. Because China people's behavior motivation should be consistent with their purchase motivation. Nowadays, almost all the salesmen want to know how to sell things to China people, no matter what they sell or where they come from. This sentence comes from the book What Chinese Want： Culture, Muni * * and China's Modern Consumer, the latest masterpiece of Tom Doctoroff, CEO of JWT Greater China. tom doctoroff, who works in Shanghai, started to do marketing in China very early. Understanding China's transformation and its impact on those who want to make money from it is an interesting topic, and there are two other books on it this spring. One is The End of Cheap China: Economic and Cultural Trends That Will Disrupt the WOLRD, written by Shaun Rein, the founder of a leading market research institution in China. The other is All Eyes East: Lessons from the Front Lines of Marketing to China's Youth, written by Mary? Mary Bergstrom. Among foreigners living in China, Bogstrom is one of the few who understands the psychology of young people in China. If you haven't read these three books, you shouldn't make plans to enter Shanghai at all. All three books have their own advantages, but each one is not comprehensive enough when viewed separately. For example, all three books talked about the example of KFC. KFC is the first western-style fast food brand to enter China, and it is also the most successful. No wonder they chose KFC. It is a perfect example to study how to adapt to the characteristics of China without losing foreign advantages. But what those who want to sell products in China really need to know is how KFC does it. On this question, every book gives a partial answer. Tom doctoroff believes that the main reason for KFC's success is that it has drastically localized the menu. It is generally believed that this is the reason why KFC is much more successful than McDonald's. The menu of McDonald's is mainly beef food. Tom doctoroff pointed out that KFC's old Beijing chicken rolls, golden butterfly shrimp, mushroom rice, tomato and egg drop soup and other dishes played a greater role in enhancing brand popularity than the main American southern fried chicken. Lei Xiaoshan went further and put forward an interesting explanation. He explained how KFC convinced China people that it was actually healthier than Chinese food-considering that Chinese food is one of the greatest cuisines in the world, it was definitely the most successful marketing in ten years. The middle class in China knows that KFC uses a lot of oil, but at least the oil it uses is fresh and will not be used repeatedly, or it uses waste oil like many restaurants in China. In other words, consumers in China would rather get heart disease in the future than be poisoned in the near future. For example, in 2118, thousands of babies got sick because of melamine in milk powder. pass