Regarding this price adjustment, China KFC explained that this is the second stage of this year's price adjustment. This year, it has been tested by rising costs. Since February, the cost of chicken raw materials has increased by nearly 15%. Therefore, KFC decided to adjust the product price as appropriate. This adjustment is divided into two stages, the first stage is at the end of September, mainly Hamburg products; The end of 10 is the second stage, mainly focusing on chicken catering products and drinks. According to reports, the products involved in the above price adjustment will be different in KFC restaurants, and the specific situation will be subject to the menu prices announced by each restaurant. In the future, KFC will not uniformly adjust the product prices by region, time and restaurant.
Different prices in the same city learn from foreign experience
The person in charge of KFC in China said that the fundamental reason for the price increase is the rising cost. Regarding the situation of different prices in the same city, the person in charge said: "Our pricing strategy has undergone fundamental changes and we have begun to implement differentiated pricing strategies." "For more than 20 years, we have been adopting the traditional national unified pricing model, but with the rapid development of KFC, it has been unable to adapt to and match the rapidly developing complex business environment."
According to the reporter, this problem has already been solved abroad. Through scientific and humanized business circle segmentation and differentiated pricing, this approach is more in line with the different consumption needs of consumers. Taking subdivision measures will lead to different prices in the same city. So does it mean that KFC restaurants in busy areas must be expensive? "In KFC restaurants in some special business districts, the product price will be slightly higher; However, KFC restaurants in some communities and other areas will provide more people-friendly product prices. " The person in charge said.