KFC beats McDonald's by taste innovation.

KFC McDonald

Innovation core

Innovating around customers' tastes and selling customers' favorite dishes is KFC's innovation in China, which is why it is far superior to McDonald's in China market.

KFC's phrase "Change for China" reveals its highest commercial secret. It has always focused on consumers' tastes and innovated to change consumers in China.

KFC's dishes are constantly changing, from laver and egg drop soup, hibiscus shrimp balls, old Beijing chicken rolls to Brazilian roast chicken wings. Major new products come on the market every month. Keep the good ones, and exit the counter if they are not popular. The popularity of new products has far overshadowed the traditional chicken burger, and its innovation speed is shocking.

KFC innovated closely around the consumption habits of China consumers. From the taste point of view, it becomes lighter and closer to the habits of adults. After all, adults are the main force to make money and spend money; Nutrition is more in line with dietary needs, reducing fried foods and reducing people's panic that fried foods are easy to cause cancer; From the dietary characteristics, it highlights the regional characteristics and innovates many local flavor foods, such as Beijing flavor, Sichuan flavor and Guangdong flavor. Culturally closer to the tradition of China, China festival elements are often integrated into the decoration; From the perspective of cultural communication, we constantly spread the concept of nutrition and health, telling China consumers that "KFC has changed for China", which makes people feel respected and cordial.

In contrast, McDonald's is very self-centered. The slogan "I just like it" has created a fully functional slogan, which seems to want all diners not to think about such words as "Hamburg remains the same" and "I don't need any reason to come", revealing a feeling of arrogance and coldness. McDonald's seems to be bound by its inherent success model, thinking that China people can be conquered by hamburgers alone.

From the perspective of consumers, McDonald's has successfully cloned its American model. There are a large number of students aged 15, 16 and fashion groups aged around 20 in McDonald's. Consumers are more critical and tend to be consistent, which is undoubtedly the success of the market strategy.

KFC, on the other hand, seems to be very tolerant, tolerant of everyone, old couples of several years old, dozens of years old, and even sixty or seventy years old. Consumer groups are wider, which is undoubtedly the success of the market strategy.

China people who are used to Chinese food have almost the same store location, almost the same store image, almost the same decoration level, almost the same comfort level, almost the same tactics for children's meal, and almost the same product price, service quality and hamburger quality. Why not choose a KFC with more China characteristics? This is why KFC is more popular in China than McDonald's.