KFC has been trying to integrate into the life in China since it opened its first store in Beijing from 65438 to 0987. At that time, KFC used American management team to open branches all over the world. When I arrived in China, I transferred the management of China from Singapore and other regions. In 2008, KFC introduced the familiar fried dough sticks, soybean milk, old Beijing chicken rolls, vegetable soup and rice products, which were created to cater to the appetite of China people. There are also five sides of tender beef, wrapped in crispy wheat cakes and Sichuan spicy beef, which attracted a large number of fans. KFC will also provide barley horseshoe drinks, herbal tea, chicken moon cakes and so on from time to time.
To become a chain brand, we must standardize, because only standardization can solve the problems of product quality and management, and scale can reduce the cost of enterprises. Food standardization in China is very difficult, and many China brands have stumbled upon it. The standardized and recognized method is to uniformly produce semi-finished products by central factories and then distribute them to stores. The chef in the shop simply processes semi-finished products without any technical content. However, as we all know, food must be cooked immediately if it is to be delicious. Pre-packaged bags will definitely lose a large part of "delicious" and lack the essence of Chinese food.
These are obvious problems. Behind the supply chain, there is another problem that is easily overlooked, and that is the supply chain. There are many Chinese dishes and spices, and the supply chain management is complicated. There are not many kinds of mature supply chains. The most developed food supply chain should be chicken, mainly put forward by KFC. It can be said that without KFC, there would be no chicken so cheap now. For example, the supply chain of other meats is more miserable. Mutton depends on personal operation, and imported beef is cheaper. Even the strategic commodity pork. Ah, I can't say any more.
1987, KFC opened its first store in China at Qianmen, which excited the whole city. There were 200 to 300 people in the queue at the peak, and many media rushed to report. At that time, People's Daily wrote an article "What does KFC eat? According to the article, 1988, in the second year of KFC's entry into China, the sales volume of its old stores ranked first in the world.
At that time, people didn't regard KFC as a fast food. There are many restaurants and food stalls next to KFC, which is very deserted. Only KFC is popular. What is brand culture? This is faith. Only faith is the most enduring, just like Buddhism and Catholicism. Followers with thousands of years of history can be called terrorists in terms of influence.
For example, Lanzhou Beef, Lamian Noodles, Shaxian Snacks, etc. They have shops all over the country, and there may be thousands of them, but they only have varieties but no brands. With the changes of the times, the status of foreign fast food in the minds of the younger generation has decreased. How to maintain brand vitality and attract young people is a problem that McDonald's and KFC must face.