McDonald's and KFC
In our memory, McDonald's and KFC are either face to face or shoulder to shoulder. For a long time, their help to the similar products such as cylinder 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 in 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 together with local * * * and make progress and prosperity together.
* 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, Deji 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.