When he was a teenager, he left his hometown to make a living alone. It was not until 1930 that he found his own career in the catering industry.
Colonel was awarded the title of 1935 KFC Colonel by the then governor of KFC in recognition of his contribution to KFC catering! This is why KFC's "base" is not this "chicken"! 2. Why is fried chicken in KFC so delicious? Do you have any special recipes? This is an interesting story. Mr. Saunders devoted himself to the study of fried chicken, and finally successfully invented a secret recipe composed of eleven herbs and spices, which was synthesized by unique cooking techniques. This is what the golden shell and the moist and delicious chicken do.
(Little reporters are drooling! Colonel Sanders founded an extraordinary fried chicken enterprise by relying on the secret recipe of seasoning, but he only told two people the secret recipe.
In the mid-1960s, KFC developed rapidly, and secret recipe became an inexhaustible topic for explorers at that time! Until today, the secret recipe of fried chicken is also a mystery! Children should study hard and solve the mystery of secret recipe as soon as possible! Ha ha! 3. What are KFC's championship plan and "mystery customer" plan? Ha ha! You know a lot! This is our commitment to every consumer: beautiful and clean environment, sincere and friendly reception, accurate meals, excellent maintenance facilities, high-quality and stable products, and fast and fast service.
To put it simply: the beautiful, authentic, accurate, excellent, high-speed championship program serves customers and makes them feel "yum" every time they visit KFC restaurants! The "mystery customer" program is also a test of the champion program. Mystery customers are also ordinary customers. The purpose is to objectively evaluate the performance of the restaurant from the standpoint of customers and keep their identity confidential. If they are recognized by the restaurant, they will quit the championship test program and will not be able to participate again until at least 12 months later. You can also be a "mystery customer". You can call me directly and tell me the problem of the restaurant! The young reporters are very excited! Everyone should actively sign up as a "mystery customer"! ) KFC fast food has become a popular food in the world.
From the Great Wall of China to downtown Paris, picturesque downtown Sofia and sunny Puerto Rico, you can see fast food restaurants marked by KFC, which is also loved by consumers all over the world.
Do you know that the birth of KFC is full of interesting stories? Harland Sanders, the founder of KFC, was born in Kentucky, USA on 1890.
When I was a teenager, I left my hometown to make a living. I was a farmer, a conductor and a soldier.
1930, when he was 40 years old, he found his own career in the catering industry.
It was 1930, and Mr. Sanders in his forties opened a gas station in KFC.
He often feels hungry when he sees customers who come to refuel, so he enthusiastically increases his service-and sells fried chicken.
As there is no restaurant, customers can only eat in the small kitchen of the gas station.
Soon, many people came to taste his fried chicken, which he did not expect.
Later, Sandoz simply put on an apron and blew himself up, and invested in the expansion of a large restaurant that can accommodate 147 people.
In the next nine years, he studied the special ingredients of fried chicken-the formula containing 1 1 herbs and spices.
The chicken skin fried with this ingredient forms a thin, almost unheated shell, and the chicken is moist and delicious, which is KFC's original "original chicken".
Ruby Laffon, then governor of KFC, awarded Feng Shande as Colonel of KFC in 1935 in recognition of his contribution to the catering industry in KFC.
Original chicken is very popular with customers because of its unique taste.
The formula of 1 1 spicy fried chicken carefully developed by Colonel Sanders has been passed down to this day.
Colonel Sanders' face is also familiar to the whole world because of KFC.
This image of white hair, white beard and white suit has become the most recognizable bearded American after President Lincoln.
Every day, more than/kloc-0.0 million customers in the world taste authentic KFC chicken created by Colonel Sanders nearly half a century ago in more than/kloc-0.0 million KFC restaurants around the world.
Customers can also taste more than 400 kinds of other foods in KFC restaurants around the world, such as China's old Beijing chicken rolls, Kuwaiti egg cakes and Japanese silicon fish sandwiches.
In order to meet the needs of consumers, KFC constantly tries to develop foods with various flavors.
In China, consumers can taste fresh vegetable soup of hibiscus, fresh vegetables of all seasons, old Beijing chicken rolls, roasted wings and other foods specially tailored for China consumers.
KFC's efforts in localization have been recognized and supported by consumers.
Delicious! Global Catering Group is the largest catering group system in the world, which belongs to KFC and was spun off from PepsiCo in 1997. The Group has 30,000 chain restaurants including KFC, Pizza Hut and Taibo in more than 0/00 countries and regions around the world, with an annual turnover of US$ 25 billion, ranking first in the world catering industry and top 500 in the world.
Headquartered in Louisville, Kentucky, USA, China is headquartered in Shanghai.
KFC is the largest fried chicken fast food chain in the world, with more than 1 1000 restaurants all over the world, covering more than 80 countries. 1. The origin of KFC can be traced back to Harland Sanders, who was born in Henriville, Indiana on 1890.
Sundance dropped out of school in the sixth grade and began to do various odd jobs. Later, he became interested in the catering industry.
He opened his own gas station and a small restaurant nearby.
In 1930s, Saunders invented a secret recipe for cooking chicken: firstly, the chicken was coated with a mixture of 1 1 herbs and spices, and then fried under high pressure.
This kind of "southern fried chicken" was deeply loved by everyone at the gas station, but later, due to the construction of the expressway, the original store was closed, so at 1950, Sanders decided to make a profit by licensing others to use this novel secret recipe.
By 1964, he had sold 700 franchise stores, which was the beginning of catering franchise in the world.
1964, 74-year-old Harland Sanders finally agreed to sell his business for $2 million, and paid his lifelong salary.
The buyers of this enterprise are john brown, a 29-year-old Kentucky lawyer, and Jack Marshall, his 60-year-old financial supporter. They guarantee that Sundance can play an active role in product sales and quality in the new joint venture.
With the addition of enterprising new managers, KFC fried chicken has developed at an amazing speed under the rapid development of American fast food industry.
In the next five years, sales increased by 96% every year, reaching $200 million in 1976.
In the same year, nearly 1000 branches opened, most of which were franchised.
Because it mainly relies on the sale of franchise rights, the company does not need to invest the high cost necessary for rapid expansion.
At the same time, it also ensures the maximization of shareholders' income.
Whether for individual stores or franchise areas, scale is very important for profit level.
Correspondingly, the profitability also ensures the future attractiveness of KFC to potential franchisees.
197 1 year, Brown and Marshall resold KFC to Heublein for $275 million.
Huber Lane, headquartered in Farmington, Connecticut, deals in all kinds of packaged foods, mainly selling "Smimov" brand vodka, Canadian black velvet whisky, gray pet mustard and "El" steak sauce.
2. Challenges at Home and Abroad Before Hubbard Lane acquired its ownership, the internationalization of KFC had just started.
As a part of American cultural export in 1970s, KFC established its first branch in Osaka, Japan on 1970.
By 1973, KFC has established 64 branches in Japan, mainly in Tokyo.
It also quickly entered Hong Kong, and by 1973, it had opened 15 branches there.
KFC has also expanded its market to countries such as Australia, Britain and South Africa.
Shortly after the acquisition of KFC, Hubelaine incorporated KFC's international employees into its larger international group in Greater Connecticut.
Despite Hubelaine's efforts to strictly control KFC's operation, managers around the world are deeply confused about applying American-style store design, menu and sales methods to host countries with huge cultural differences.
The mood of controlling the company is getting darker and darker, and many overseas branches begin to design their own menus.
For example, fried fish and smoked chicken in Japan, hamburgers in South Africa and roast chicken in Australia.
KFC withdrew from the Hong Kong market on 1975 after suffering huge profit losses.
For most of the 1970s, Japanese branches were also losing money.
The relationship between managers of various countries and managers of companies is tense, and KFC in the United States also faced a more severe market environment in the 1970s.
With the emergence of Qiao Qi Fried Chicken franchise chain Store in the whole country and the participation of several other powerful local competitors, the competition in the fast food industry is becoming more and more fierce.
The growing market share of McDonald's hamburgers is also impacting KFC.
After Huber Ryan bought KFC, many senior managers employed by Brown and Marshall were fired or forced to leave because of the confusion of franchisees, which caused great confusion among franchisees.
By 1976, sales will decrease by 8% and profits will decrease by 26% every year.
To make matters worse, the rapid expansion has brought about unstable quality, poor sanitary conditions and a large number of disgusting franchisees.
Sales of these brands account for 80% of KFC's total sales.
3. Business Transformation With the rapid deterioration of business conditions at home and abroad, Hubelin Company appointed Michael Myers to save this chain enterprise in the autumn of 1975.
Miles has just started to lead the international group of Hubbard Lane Company, which is currently controlled by KFC.
Miles is in charge of the advertising business of KFC and Leo Banert agency. 10 years later, he came to Hubelaine company
He has been promoted to vice president of commodities department of Hubbard Lane Company.
Although he has little experience in international business, he is quite famous in strategic planning. At the end of 1975, his main task was to improve the stability of international business by increasing the company's support rate and strengthening control.
One of his initial decisions was to move KFC International Department back to Louisville, where it could have a certain degree of autonomy within the company. In less than 65,438+08 months, Myers was asked to complete the global management transition including the United States within 65,438+08 months.
The basic point of Myers' strategy is to return to the previous basic position (QSC) on menu selection and quality, service and hygiene commitment, so as to maintain the company's early good reputation.
This regression strategy is expected to train a series of new employees, randomly check all the stores and franchise branches of the company, and a new advertisement "Our chicken nuggets are great".
The purpose of this strategy is to make consumers notice that KFC is more nutritious and customer-centered, and the quality of its products-chicken nuggets-is unmatched by any other competitors.
The transition strategy has brought about great changes.
By 1982, KFC has become the fastest growing department of Huberline Company, with an actual growth rate of 2.3%. From 1978 to 1982, the sales of self-owned stores increased by 73% on average.
The sales of franchise stores increased by nearly 45% on average.
The growth mainly comes from KFC's international business, and the number of its overseas branches even exceeds that of McDonald's.
As of 1982, KFC has nearly 400 branches in Japan and 23 franchise branches in Singapore.
Fourth, the acquisition of R.J. Relos Company Although KFC has made amazing development, its further expansion is hindered by the strict capital expansion of Hubelaine Company.
Most of the profits earned by KFC were used by Hubelin Company to resume the production of spirits.
That's their own product, and they are facing the threat of poor sales and intensified competition.
1982, KFC only had $50 million in expansion funds every year, while McDonald's invested $400 million every year to expand reproduction.
The ratio of KFC's self-operated branches to franchised branches is also the lowest in this industry.
It is understandable that many franchise stores are slow to update their equipment, and the main part of the investment has to be used to ensure the integrity of the entire KFC network.
1982 At the end of summer, R.J. Relos of Winston Slim Company acquired Huberlin Company for1400 million dollars.
The leaders of Hubbard Lane supported the acquisition because they were worried that the company would be taken over or divided.
Relos has been seeking expansion opportunities in the consumer goods industry for a long time, and its market skills and huge capital flow can play a role in this respect.
Shortly after the acquisition, Mike Myers left Huberling and became the president of Dartmouth Ankraft.
His successor is richard meier, the business executive director of KFC.
Meyer fought side by side with Myers in implementing the transition strategy.
He worked in General Food Company for 10 years and was promoted to the head of jelly food department. He called the acquisition a "miracle".
Verb (abbreviation of verb) International expansion Relos company's huge financial support promoted the further development of KFC.
Relos believes that health-conscious customers will consume more chicken, so she has made an ambitious global expansion plan and decided to inject $654.38+0 billion in five years.
The expansion plan focuses on markets outside the United States, because the market there is largely undeveloped.
Like domestic operation, franchising has played an important role in KFC's international expansion.
In many areas with high political risks and serious cultural isolation, franchising has become the first choice in many markets.
Another advantage of franchising is that KFC can ensure a stable income with little investment, which will take advantage of the existing operating conditions.
This is a very attractive choice where franchisees can easily avoid deviating from KFC's operating rules.
The disadvantage of relying on franchisees is that it will destroy the integrity of the system.
Local franchisees generally control the company's securities, while the income of KFC's self-operated stores only accounts for a small part of the sales revenue. Driven by the desire to maximize profits, franchisees often look for shortcuts or perform unfavorable operations. Although this strategy usually does not endanger short-term profits, in the long run, it often leads to the deterioration of business conditions.
When international actions get out of control, the seriousness of this problem will be aggravated.
6. KFC in China1987165438+1October 12, a Sino-foreign joint venture-Beijing KFC Co., Ltd. set up its first KFC restaurant in front of Beijing, thus starting the expansion of KFC's business in China.
1992, the number of restaurants reached 1 1, which was the largest number of fast food chain restaurants in China at that time. 1995 increased to 50, in 2000 1 1 exceeded 400, and ended at 5438+0 in 2006.
It has more than 30,000 employees, of whom 65,438+000% are local employees, and achieved an operating income of 4 billion yuan in 2000.
Since the first KFC restaurant, 65,438+000% of KFC has used domestic chicken raw materials. At present, including other raw materials, there are more than 20 chicken suppliers in China, and 85% of KFC's raw materials come from China. In June, 2000, there were 2,465,438+0 raw material suppliers in China. These suppliers implemented centralized regional procurement, and ordered chicken, vegetables, bread, boxes and equipment in 2000.
Because the potatoes made in China can't meet the quality requirements, all the potatoes used by KFC are imported from the United States, and the annual sales of mashed potatoes alone is 300 million yuan.
KFC's restaurants in China are all directly invested and operated by KFC joint ventures or wholly-owned companies. At present, the franchise chain has been adopted, and the franchise has been carried out through the transfer of restaurants. Franchisees pay a transfer fee of more than 8 million yuan at one time and get a KFC restaurant with good business performance (excluding real estate rental fee). At the beginning of the franchise period, they must pay an initial fee of $36,200 (adjusted once a year), and the continuous fee is 6% of the total sales and 5% of the annual sales.
At present, the franchise business is only carried out in areas where the domestic non-agricultural population exceeds 1.5 million and is less than 400,000, and the per capita consumption exceeds 6,000 yuan, and there are KFC restaurants operating normally in this area.
The first restaurant was in Liyang, Changzhou, and Liyang Taifeng Catering Co., Ltd. just took over at the end of 200 1.
At present, the franchise business only adopts one way-restaurant transfer. Franchisees can buy one restaurant or two or three restaurants in the same area, and they can open new restaurants in the same area in the future.
All franchisees do not enjoy exclusive rights in the region.
In addition: analysis and suggestions 1. Franchise chain operation is an important means of development, but the proportion of franchise companies should be moderate, and the business advantages of core companies should be formed to form a regional business driving role.
The fast franchising of KFC has brought hidden dangers to the development of enterprises, leading to the business crisis of 1975. The problem lies in the unity and quality assurance of branch operations, which should be noted.
2. Market expansion needs investment and cultivation, especially in unfamiliar markets.
The development of KFC in China was basically in the form of investment and holding, which was related to China's restrictions on foreign investment at that time, but more importantly, the change of KFC's own business ideas.
At that time, KFC was a complete stranger in China, and its market development needed to be cultivated. Using franchising directly may not find enough franchisees. At the same time, domestic production and operation conditions are difficult to guarantee quality, and there are risks in market expansion.
3. Centralized procurement is not only quality assurance, but also profit support.
KFC's suppliers abroad are all designated, and many of them have developed with the development of KFC. KFC established these downstream enterprises, which laid a solid foundation for its own business development.
At the same time, regional centralized procurement has also greatly reduced costs.
4. Capital operation is the only way for enterprise development.
In the history of KFC's development, it changed hands several times. In order to improve the competitive platform of enterprises and step into the ranks of world-class enterprises, it is necessary to introduce more powerful and experienced operators or establish strong alliances. The development of their own business accumulation alone cannot meet the needs of international competition.