Analysis of KFC's Success Factors

The success factors of KFC are various. For example, KFC, as an international catering enterprise, has done a good job of localization and combined globalization and localization well; The location of KFC's restaurant has not been wrong 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, which can deal with difficulties quickly and correctly.

1. Integration of globalization and localization. A very important problem faced by multinational companies is how to overcome the conflict between different cultures, give full play to the advantages of multiculturalism and effectively manage enterprises under multicultural conditions. Through the combination of globalization and localization, KFC launched the slogan "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 in training and upgrading local talents. From the beginning, it hired a group of core leaders composed of Chinese from China, Hongkong, Taiwan Province 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 deeper 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. Second, product localization. People in northern China prefer beef and mutton, but pork and chicken are very popular in southern China. Generally speaking, people in China demand more chicken than beef, which is one of the reasons why McDonald's is inferior to 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 fresh four-treasure porridge, bacon and egg pie, carrot bread, Mexican/old Beijing chicken rolls, hibiscus fresh vegetable soup, tomato and egg drop soup, salty and crispy half wings and so on. Many people in China like to eat spicy food. KFC has introduced spicy chicken leg burger, Sichuan spicy tender beef five recipes, spicy chicken wings and other products according to this preference. Finally, localization of suppliers. The localization of KFC's supply chain and the development of local suppliers can well meet China people's demand for food and effectively reduce procurement costs. The integration and localization of China Parkson supply chain reduced the outsourcing cost by nearly 100 million yuan in 1998. At the same time, supplier localization can also reduce the risks caused by unpredictable factors such as weather, transportation, tariffs and policies.

three

An important factor of 6 points is the location of the restaurant. The factors that affect the location of restaurants mainly include region.

Business conditions, traffic conditions, passenger flow, store conditions and other factors.

Based on these factors, the location 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 and so on. There is a great demand; , and put it on the crowded side on both sides of the street to attract customers; In order to go shopping 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. Every word represents a characteristic of KFC and is an important index to evaluate the operation of restaurants.

C (cleanliness)-neatness. The clean restaurant environment provides customers with a good dining atmosphere and helps them have a good mood when eating.

H (hospitality)-hospitality. Provide intimate service attitude to customers, care for customers from the heart, and show respect and care for customers.

A (accurate)-accurate. 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 waiting time of customers in line. ......

Why did KFC succeed?

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 is no such foreign fast food in China, and both of them are "leaders".

The food inside is also different from the food in traditional hotels in China, which is very attractive and crowded.

There are also some long-term concessions, constantly introducing new products (of course, there are combinations) to earn attention.

After a long time, people will naturally think that other foreign fast food is not as authentic as this (although it may all be the same)

I remember watching a documentary about this or something before, and it was also about this. I forgot what happened. If you really want to see it, take your time. I don't know, either.

The success story of the founder of KFC?

Colonel Sanders, founder of KFC. Born in 1890, 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, insurance companies, tire sales and gas station owners, and finally found a career in the catering industry.

When he ran a gas station in KFC, he made various snacks for tourists in order to increase his income. As a result, business developed slowly and steadily, and his reputation for cooking delicious food attracted tourists in the past. Therefore, the governor of KFC named him Colonel in 1935 in recognition of his contribution to KFC 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 he got a finger-sucking aftertaste. When the colonel was 66 years old, he drove his old Ford car 1946, carrying his eleven unique ingredients and his right-hand man pressure cooker, and started on the road. He went to restaurants all over India, Ohio and KFC, and sold the recipe and method of fried chicken to interested restaurants. Surprisingly, in just five years, the colonel has 400 chain stores in the United States and Canada.

When he founded KFC, he was a 66-year-old retired man, and his monthly social security payment was 105 USD. Today, KFC has become the largest fried chicken chain in the world. At the same time, the colonel has also received the attention of TV stations. Because he was busy 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. 2009-09-02 KFC is a famous fast food chain from America. The first KFC was founded by Harland Sanders in 1952. 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, thus making profits.

KFC belongs to Yum! Brand. Delicious! Brands is the largest catering group in the world, with more than 33,000 chain stores and 840,000 employees in more than 65,438+000 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 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, KFC sells Coca-Cola).

KFC is the largest fried chicken fast food chain in the world. The logo KFC of KFC is the abbreviation of English KFC fried chicken, which has become a world-famous brand.

From 65438 to 0930, Harlan Sanders, the founder of KFC, opened a restaurant in his hometown of Kentucky, USA. During this period, Sandoz devoted himself to studying new methods of fried chicken, and finally successfully invented the secret recipe and unique cooking technology composed of eleven spices. Its unique taste is well received by customers, and the restaurant business is booming, and the secret recipe has been passed down 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 40 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. His business grew slowly and steadily because his reputation for cooking food attracted passers-by. While his fame was growing, Ruby Laffon, then governor of Kentucky, awarded him the title of Colonel of KFC at 1935 in recognition of his contribution to KFC catering.

The colonel's most famous specialty is fried chicken, which was carefully developed and invented by him. This is KFC's most popular product at present. It was cooked by the colonel after ten years' research with the magical formula of eleven spices, which made people stunned after tasting it.

The delicious fried chicken attracted many customers here. However, the traditional fried chicken method makes customers have to wait for 30 minutes. ......

Why is KFC so successful?

KFC's business philosophy is "crazy for customers", which means that the source of some behaviors is customers. In order to let customers leave any KFC restaurant with a good mood-"customers are the reason" is the most fundamental reason for KFC's success. .

Other demographic factors and humanistic factors are actually commercial factors. . 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 what mood, and finally leave the restaurant with a happy and satisfied mood. .

Why can KFC succeed in China?

She cited KFC's refusal to cash coupons and caused damage in some stores, explaining two points: on the one hand, how radical China consumers are; On the other hand, consumers in China have much higher expectations of foreign enterprises than consumers 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 people in China do this?" (What do China people tick? How wonderful it is to use this sentence as the opening of a book. Because China people's behavior motivation should be consistent with their purchase motivation. Now, almost all 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 China People Want: Culture, Cities and Modern Consumers in China, which is the latest masterpiece of JWT Greater China CEO Tom Doctoroff. Tom doctoroff, who works in Shanghai, started to do marketing in China very early. Understanding the transformation of China and its influence on those who want to make money from it is an interesting topic, and there are two more books on it this spring. One is The End of Cheap China: Economic and Cultural Trends that Will Overthrow the World, written by Shaun Rein, the founder of a leading market research institution in China. The other book is "Looking at the East: Lessons from Marketing Frontiers for Young People in China" written by Mary? Mary Bogestrom. Among foreigners living in China, Bogstrom is one of the few people who understand the psychology of young people in China. If you haven't read these three books, you shouldn't plan to enter Shanghai at all. Each of the three books has its own merits, but each one is not comprehensive enough when viewed separately. For example, all three books talk 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. Studying how to adapt to the characteristics of China without losing the advantages of foreign countries is an excellent example. But what those who want to sell products in China really need to know is how KFC does it. Every book gives a partial answer to this question. Tom Doktolov believes that the main reason for KFC's success is that it completely 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, kingdee shrimp, mushroom rice, tomato and egg soup and other dishes played a greater role in enhancing brand awareness than the main fried chicken in the southern United States. 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 foods in the world, it is definitely the most successful marketing in the past decade. 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 reused, or it uses gutter 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 2008, thousands of babies got sick because of melamine in milk powder. Through the image of KFC's "healthy food", Lei Xiaoshan explained two questions to us: What is the difference between the calculation methods used by China people when making choices and the mainstream methods in the western market; In China, selling safe food can make money. After analyzing the marketing skills of KFC, Bogestrom found that even market leaders sometimes make mistakes. She cited KFC's refusal to cash coupons, which led to the suspension of some stores. ......

Reasons for McDonald's success

What is the core product of McDonald's? Hamburger, coke and French fries. Do customers really like these foods? 90% of people under 16 years old like it, but for people over 16 years old, the like rate gradually decreases with the increase of age. Including many personal business trips, fashion people, friends gatherings, etc. Going to McDonald's is not because I like it, but because I feel "sanitary and convenient". "Children's Paradise" has firmly grasped young customers, and "hygiene and convenience" have made many temporary customers flock to it. In fact, McDonald's sells not products, but environment and experience, from the earliest attractive marketing of "Birthday for Children" to today's "I like it" and "Make room for happiness", including "McDonald's is not just a restaurant" or "24-hour shop". First of all, we look at Yonghe (Yonghe Soymilk and Yonghe Dawang are not the same company, so for the convenience of research, we call it Yonghe Model), which mainly sells fried dough sticks, soy milk and steamed buns. First of all, products give customers different feelings. When McDonald's first entered China, in the era when there was no network interaction, the consumption was basically influenced by advertisements and the environment, but McDonald's "fashion and hygiene" was generally recognized by the society. Yonghe model has also achieved some success, but it is still far from McDonald's. The first is the choice of products, which faces great competition. The convenience and price of street stalls make most products inconvenient to take out. The case of red sorghum challenging McDonald's is profound enough: a product "can't jump out of the bowl, can't take it out of the store", and the consumption time is relatively long. The huge store cost makes the red sorghum in the early stage of entrepreneurship overwhelmed and lacks standardized management, making it difficult to gain an advantage in the fierce competition. Around 2000, due to the huge business opportunities in the catering market in China, a large number of enterprises appeared in China, alongside McDonald's and KFC. Such as "Mackenzie Chicken", "Maihan Chicken" and "Kenle Chicken", but without exception, they all retreated outside the secondary market and even became "fried chicken legs" at the entrance of the farmer's market for five yuan. Sadly, we have to admit that the success of McDonald's is still due to the standardization of management, standardization of product quality and strong ability to expand capital advantages.

What is the reason for KFC's success in China?

China people's addiction to junk food.

What does the KFC story tell us?

Enlightenment from an old KFC man

-Thoughts after reading The Miracle of 105 Dollar.

be willing

Harold Saunders, the founder of Deji, had a happy family, though not rich. Unfortunately, when he was 5 years old, his father died unexpectedly and his mother remarried. /kloc-dropped out of school at the age of 0/3 and began to wander. God didn't.

The poor boy got pity, and he began to wander and live a miserable life. He worked as a handyman, car cleaner, soldier, retired blacksmith and fireman in a restaurant. Unfortunately, he is in the economic field.

When he lost his job on the eve of the Great Depression, his wife left him again. He looked for a job everywhere and ran into a wall everywhere. Suffering from the hardships of life, he has not been defeated. His heart has always adhered to a belief that "you must never give up." Finally, when he is old enough.

When he was eligible for social insurance of $65,438+005, he used his first social insurance-$65,438+005 to establish a world-famous KFC fast food restaurant. He was 88 years old. Harold Sanders is more important than anyone else.

It was easy to find an excuse to give up trying, but he didn't.

The annotation in the "excuse" dictionary is: 1, based on (something) (unreal reason). 2. Reasons for false excuses. It is not difficult to see that the "reason" of an excuse is not the real reason. This is a person's excuse, which is completely subjective.

The experience of Harlund Sanders tells us: Never give up. Never give up, never give up. This may be the secret of all successful people. At the crossroads of life, each of us will face a choice:

Give up or insist. Those who choose to give up live as usual and calmly; Those who choose to persist will go through a difficult and tortuous road, but at the end of the road, there may be another pit that makes people shine.

What kind of road to take and what kind of life to live are all between your own choices.

Stop making excuses for yourself, face everything in life bravely and be an honest and upright person. (Light rain in the mountains)

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Colonel Sanders, the founder of KFC, was inspired by the success of entrepreneurship. Author: Collected on the Internet

Colonel Sanders, the founder of KFC, started his business at the age of 65. His entrepreneurial success has given us a lot of enlightenment: the secret of success lies in confirming what is most important to you and then taking various actions; Vow to achieve the goal

Never stop. Here, I want to give you an example. I wonder if you have heard the story of Colonel Sanders? He is the founder of KFC fried chicken chain. Do you know how he built such a successful career? cause

Did you come from a rich family and study in a famous university like Harvard, or did you devote yourself to this cause at a young age? Which one do you think?

None of the above answers are true. In fact, Colonel Sanders didn't start this business until he was 65 years old, so what made him finally take action?

Because he was penniless and alone, when he got the first welfare check, the amount was only 105, and he was really depressed. He didn't blame society, nor did he write a letter to scold Congress. He's just calm.

Ask yourself this sentence carefully: "What contribution can I make to people?" What can I give in return? "

Then he thinks about what he has and tries to find out what he can do.

The first answer he thought of was: "Good, I have a secret recipe for fried chicken that everyone will like. I don't know if the restaurant wants it? " Is it cost-effective for me to do so? "Then he thought," If I not only sold this secret recipe for fried chicken,

What will happen if the party still teaches them how to fry well? What if the business of the restaurant improves as a result? If the number of customers increases and they name fried chicken, maybe the restaurant will let me go from

One of them may be drawn. "

Although everyone has good ideas, Colonel Sanders is different from most people. He not only thinks, but also knows how to put it into action. Then he started knocking on doors and told every restaurant what he thought:

"I have a good secret recipe for fried chicken. If it can be used, I believe that the business will definitely improve, hoping to get it from the increased turnover. " Many people laughed at him to his face: "Come on, old man, if there is such a thing."

Good secret recipe, why are you still wearing such a ridiculous white skirt? "

Did these words make Colonel Sanders flinch? Not at all, because he also has the secret of Tian Zi's success. ......

Why is KFC's promotion strategy successful?

KFC's promotion strategy, especially the new product promotion method, is very classic and commonly used. They often combine new products and old products into a package to introduce to customers. The most popular thing is that the core products of discount cards can also be used in new product discount activities. In addition, corporate culture and advertisements from various channels and media make products quickly accepted by consumers. Flexible ways to let as many people feel the new products as possible, and increase the sales of old products by the way, can be described as killing two birds with one stone!