Two reasons, help you analyze 1 price discrimination, or understand it as market diversion. The management of KFC believes that people who go to KFC on weekends are willing to buy the same products at that price, while consumers who eat luxury lunches are only willing to pay less on weekdays. So KFC increased its sales at weekends, and reduced its prices on weekdays to meet the number of customers. Indeed, KFC takes families with children as its main customers on weekends, and parents are willing to spend money for their children. Why do you want to reduce the price if you can kill a sum? 2 market positioning. There should be more people having lunch on weekdays than on weekends. Many people will be willing to have lunch at KFC on weekdays, but on weekends, people tend to have a rest or spend more. So the existence of weekend luxury lunch may not be so obvious. In contrast, McDonald's consumers are different. Students and young people prefer McDonald's to children. This is the result of McDonald's marketing in recent years. Students and young people who come out to play on weekends can't afford to spend too much money, or don't want to spend too much money, so value-for-money lunches can attract these customers.