1, KFC Company Profile
2. The history of KFC
3. Development of KFC in China.
4. Strategic analysis of KFC's success in China.
5. The Stone of Other Mountains-the Secret of KFC Location
KFC Chinese Website:/Chinese
1, KFC Company Profile
KFC is a world-famous fried chicken fast food chain with more than 10000 restaurants in the world. So far, KFC has more than 1000 restaurants in more than 200 cities across the country. strict
Unified management and clean and elegant dining environment make KFC leave a good impression in the hearts of hundreds of millions of customers. The arrival of KFC is not only the first to introduce the concept of modern fast food into China.
It makes people feel the fundamental difference from food flavor to dining style in traditional diet for the first time, which has brought great influence to people's service concept. KFC and the famous Hugh.
Leisure restaurant brands Pizza Hut, Mexican restaurants Taco Bell and A & amp； W and long John Silver (LJS) belong to one of the largest chain restaurants in the world.
-Yummy! Brand.
KFC advocates team spirit and the enthusiastic participation of every employee, and is committed to providing employees with perfect training, welfare protection and development plans, so that every employee's potential can be fully exerted.
It is for this reason that more and more outstanding young partners come to KFC.
As one of the largest and most successful fast food chain enterprises in the world, one of the secrets of KFC's success is: always open the door to young people who are full of energy and dare to challenge themselves, and pay attention to
Staff training encourages employees to grow together with KFC. We welcome you to become a dynamic and ideal member.
2. The history of KFC
Colonel Sanders, founder of KFC. 1890 born colonel, full of American success stories. When he was young, he worked in all walks of life, including railway firefighters and road maintenance workers.
, insurance companies, tire sales and gas station owners. Finally, I found a career destination in the catering industry. When he was running a gas station in KFC, he did all kinds of small things to increase his income.
Eat and provide tourists in the past; As a result, the business developed slowly and steadily, and his reputation for delicious food attracted tourists in the past, so the governor of KFC wrote him as a colonel of KFC on 1935 to show his appreciation.
Zhang Zhang's contribution to KFC's catering. The colonel's most famous specialty is his carefully developed fried chicken. This product, which has always been very popular, was obtained by the colonel after ten years of preparation.
It's delicious. 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 in Indiana, Ohio and Kentucky to sell recipes and methods of fried chicken to interested restaurants. Surprisingly, in just five years, the colonel was in the United States and
Canada already has 400 chain stores.
Delicious! 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, go up
The school is also concerned by TV stations. Because he was busy cooking all day, he had to find the only clean white palm skirt, which has since become his unique registered trademark. since then/from then on
Later, people associated this suit with KFC; And his white suit, white hair and goatee have become a national symbol.
3. Development of KFC in China.
KFC entered Beijing, the ancient capital with a long food culture, on 1987, thus beginning its development history in the most populous country in the world.
1987165438+1October 12 KFC's first restaurant in China officially opened in the bustling area of Qianmen. Taking this as a starting point, KFC began to explore, learn from China society and market, and gradually fight.
Create a management model with China characteristics. 1992 The total number of restaurants in China is 10; To 1995, increasing to 7 1. 1996 On June 25th, the100th KFC store in China was established in Beijing. this is
A milestone marks that KFC has entered a more stable development stage in China. At the same time, KFC's image in the eyes of China consumers has increased. 1999 by integer
According to 65,438+06,677 questionnaires from the famous AC Nielsen research company in 30 cities in China, KFC, the first western-style fast food to enter the China market, won the China Prize for its unique food and quality.
The brand recognized by consumers as "the most frequented by customers" ranks first among the top ten internationally renowned brands in China.
With the gradual enrichment of the company's management experience, the continuous expansion of the workforce and the continuous improvement of the management system, KFC has greatly accelerated its growth rate since it entered the 2 1 century. 2000 1 1 month Ken
Deji is the first chain restaurant in China that has exceeded 400 restaurants. In 2006, 5438+0, 10 developed to 500, and reached 600 in February 2002. 1 1 month later, the total is 800. Kenkinji
Deji has opened more than 65,438+0,000 restaurants in more than 200 cities nationwide, which is far ahead in the catering industry in China. Moreover, China KFC has maintained a good economic performance. Middle school in KFC
China Yum! Brands, headquartered in China, ranked first among the top 100 restaurants in China for three consecutive years, with a turnover of 76,543.8 billion yuan in 2002. Most of them come from KFC.
Since 16, KFC has been working intensively in China, forming a high-quality team and a complete management system. At the same time, China KFC has also grown into the largest catering industry in China, with close income.
The best first brand plays an important role in promoting the development of the whole industry.
First, KFC not only provides more than 60,000 employment opportunities for the whole country, but also is a university that trains catering management talents. We invest a lot of money and manpower in our employees every year.
Strict scientific training in many aspects and levels has made many aspiring young people become excellent management talents in catering enterprises.
Second, the development of KFC has also driven the development of hundreds of domestic raw material suppliers. KFC's international quality management system has helped suppliers improve product quality and management level, including
Our company has developed into a well-known enterprise in China.
Thirdly, franchising is an area of great concern in the development of China's market economy in recent years. KFC is one of the first international companies to try the catering franchise model in China. Pass ten
Several years of groping experience have cultivated successful examples. In 2003, KFC was named "Top Ten Best Chain Brands in China" by the National Chain Association.
As a member of China society, KFC adheres to the corporate purpose of "returning to society" and actively cares for people in need. Its main form is sponsoring the education of children and adolescents in China.
. According to statistics, in the past ten years, KFC's direct and indirect donations for public welfare have reached more than 65 million yuan. In September, 2002, KFC cooperated with China Youth Development Foundation.
The "China KFC Dawn Fund" with a total amount of 38 million yuan has provided long-term financial support for poor college students with excellent academic performance. At present, Shuguang Fund has been implemented in 24 universities across the country with nearly 260 students.
College students received financial aid.
4. Strategic analysis of KFC's success in China.
First, the timing of entering China and the correctness of site selection.
1986 At the end of September, KFC Hometown Chicken Company began to consider how to enter the most populous China market and explore the huge potential contained in this huge market. Although the prospects are optimistic, but
Many problems also make KFC decision makers feel headache and hesitation. For the world's largest chicken catering company, the current China market is completely unfamiliar: KFC's pure west.
Can the flavor be accepted by consumers in China? Developing China market requires not only technical resources, but also valuable management resources. In addition, a large number of hard links cannot be remitted from China.
Commodity profits, even moderate remittances, are unlikely. In order to enter the China market, the most important thing is to choose a specific investment location. And this has great uncertainty.
When the situation was unclear, KFC decided to conduct a more comprehensive and thorough investigation on the China market. The first question is: Where should the first KFC store be located? This decision is of great significance to the future.
Profitability has a great influence on the further development of other areas in China and the determination to invest in resource management. They investigated, analyzed and compared four cities in China:
1, Tianjin
Advantages: KFC has established a very friendly relationship with the Tianjin municipal government; In addition, Tianjin is one of the three municipalities directly under the central government.
Disadvantages: First of all, Tianjin lacks convenient food-fed broilers; Another problem is that western tourists usually don't visit the city. Finally, the most important thing is that cities do not have such grandeur.
The image and influence needed for the plan.
2. Shanghai
Advantages: The largest market in China and the most prosperous business center in China. The total industrial output value accounts for 1 1% of the whole country, and foreign trade exports account for 17% of the whole country, so it is one of the municipalities directly under the central government. Shanghai has a long history of communication with the West.
Dragon; The obvious advantage of Shanghai is that it is easy to obtain sufficient supply of high-quality broilers here.
Disadvantages: its noise and pollution make tourists feel depressed, and they don't have enough foreign exchange income.
3. Guangzhou
Advantages: it is a special economic zone, which has been given more autonomy in approving foreign-funded projects, reducing taxes and encouraging scientific and technological development; Western businessmen often patronize, but there are also tourists from Hong Kong.
A good place for a day trip.
Weaknesses: Away from the mainland.
4. Beijing
Advantages: It is the political and cultural center of China; Beijing has a large number of migrants and potential customers. Beijing is also the education center of China and the gathering place of institutions of higher learning. All these reasons
The Soviet Union has caused a large influx of people and people's intellectual enlightenment, which is extremely important for KFC's RMB sales; It is a tourist destination and will have stable foreign exchange income; If you do it in Beijing,
, will undoubtedly attract people's attention, it goes without saying that those in power also agree. This will help the further development of other cities in the future;
Disadvantages: Choosing Beijing may be more risky than choosing several other cities. A successful and eye-catching enterprise will increase the possibility of government intervention.
KFC compares the possibility of reducing risks with the potential benefits that may be obtained through investment, and considering that there were no other competitors in China at that time, it was the best time to enter.
After weighing the possible risks and benefits, I decided to start in Beijing for the time being. Taking Beijing as the first choice for KFC to enter China has laid a solid foundation for KFC's success in China.
Second, the strategic formulation of combining western culture with China characteristics.
In the fast food service industry with such fierce competition, why on earth can KFC maintain a strong development momentum? We believe that when it entered the China market, it was formulated at different stages of development.
A strategy that conforms to both organizational culture and strategic logic.
First of all, when entering the period, the main strategy is to introduce a brand-new western fast food service system and catering concept.
1, with its brand-new chain operation mode of unified logo, unified clothing and unified distribution mode, was finally established with its high-quality products, fast and friendly service and clean and hygienic catering environment.
And its position in China market.
2. Always adhere to the localization of 100% employees, and constantly invest money and manpower in training at all levels. From restaurant waiters and restaurant managers to functional department managers of the company.
The company arranges a scientific and strict training plan according to the nature of the work. In order to make managers reach the professional level of fast food management, KFC has also established a restaurant management system.
Education development center, science and technology professional training base.
3. KFC's "speed-oriented" fast food enterprise spirit makes it pay special attention to team spirit and rely on its team cooperation to achieve high efficiency, thus ensuring the correct service during the peak business hours.
Accurate and quick. It has formed an efficient, flexible, perfect and advanced management incentive mechanism, and team spirit and excellent management level are the secrets of KFC's foothold in the market.
4, quality service, in KFC, you will get more services than you originally hoped. The tenet of KFC is customer first, and it is this tenet that makes everyone come to eat.
Guests, whether adults or children, will feel at home.
Second, the mature period, formulated the strategy of combining Chinese and western.
1. Kende hired more than 10 domestic experts and scholars as consultants to improve and develop fast food varieties suitable for China people. KFC has always used fried chicken, shredded vegetable salad and mashed potatoes as its delicacies.
Self-produced varieties, but Chinese people's dietary tastes are constantly changing, and the varieties are too single, which is not good for development prospects. In order to cater to the tastes of China people, the United States has introduced Kende, which is deeply loved by the people of China.
This is an unprecedented change for KFC, an old shop that always pays attention to tradition and norms.
2. KFC has set up China Healthy Food Advisory Committee to research and develop new food products suitable for the new generation of consumers in China, and further expand the market.
According to the survey results of AC Nielsen, KFC has become the favorite brand of China people. The survey was conducted in 30 cities in China, and questionnaires were sent out.
16677 copies. Obviously, it is precisely because of this combination of Chinese and western development strategy that KFC has been deeply rooted in the hearts of the people.
Third, the establishment of franchise mode.
Like other regions, franchising has played an important role in KFC's expansion in China.
The so-called franchising refers to the right to use patents, trademarks, product formulas or any other valuable methods obtained by the franchisee by paying a certain transfer fee to the transferor, and the transferor does not control it.
Strategy and production decisions, without participating in the profit distribution of franchisees. The management mode adopted by KFC is the franchise mode of this franchise store, and KFC provides brand, management and training.
As well as a centralized and unified raw materials and service system, the partners use a unified brand and service to operate, and finally the two sides share commercial interests according to the agreement.
Because China was not open to the outside world at that time, the political risk of KFC's development in China was greater, and the cultural isolation in China was more serious, so franchising became the first step for KFC to enter the China market.
Select the operation mode. Another advantage of franchising is that KFC can guarantee a stable income with little investment, which will make use of the existing operating conditions.
This is a very attractive choice where franchisees can easily avoid deviating from KFC's operating rules.
It is precisely because of the correct market strategy to enter China that KFC has blossomed everywhere in China since 1986 was introduced to China from the United States.
Stones from Other Mountains —— The Secret of KFC's Location
5. KFC's subsequent site selection strategy
KFC attaches great importance to the location of fast food restaurants. Location decision-making is generally a two-level examination and approval system, with two committees examining and approving, one is the local company and the other is the headquarters. Its positioning is successful.
The rate is almost 100%, which is one of KFC's core competitiveness.
Usually, KFC site selection is carried out according to the following steps:
Division and Selection of Business Circle
1), dividing the business circle.
When KFC plans to enter a city, it will first collect information about this area through relevant departments or professional investigation companies. Some materials are free and some materials need to be purchased. Purchase information
When everyone is together, we will start planning the business circle.
Business district planning adopts scoring method. For example, there is a large shopping center in this area. Shopping mall turnover of 6.5438+million yuan is one point, and 50 million yuan is five points. If there is a bus line, add it.
Less, how many points to add if there is a subway line. These grading standards are relatively accurate empirical values averaged over the years.
Divide the business circle into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district-level business types, fixed-point (target) consumption types, and community, social,
Business dual-use, tourism and so on.
2) Choose a business circle
That is to determine which business circle to pay attention to and what the main goal is. In the selection criteria of business circle, on the one hand, we should consider the market positioning of the restaurant itself, on the other hand, we should consider the stability of the business circle.
Degree and maturity. Different market positioning of restaurants attracts different customer groups, so the choice of business districts is also different.
For example, Malan Lamian Noodles and KFC have different market positioning and different customer groups. They are two intersecting circles. Some people eat KFC and Malan Lamian Noodles, while others may never eat KFC.
Eat Malan Lamian Noodles, and vice versa. The location of Malan Lamian Noodles is certainly different from that of KFC.
The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so the choice of business circle is the same. As you can see, in some places, there are wheat on both sides of the same street.
When the old side is KFC.
The maturity and stability of the business circle is also very important. For example, if the Planning Bureau says that a certain road needs to be opened and where to set the address, it may become a mature business circle in the future, but KFC must wait.
You don't enter until the business circle is mature and stable. For example, how good this store will be in three years, and it can't help today. Is it necessary to lose money in these three years? It costs millions to put KFC in a store, when
However, if you don't take this risk, it must be a relatively sound principle to ensure a successful family.
Calculation and selection of gas gathering point
1), determine where the most important gathering point in this business circle is.
For example, Xidan in Beijing is a very mature business district, but Xidan can't be a gathering place anywhere. It must be the most important gathering place for guests. The principle of opening a KFC store is: strive for it.
Open stores in and around the most crowded places.
There used to be an old saying that "one step is not as good as three cities". The store address is one step away, and the business may be 30% different. This is related to people's moving lines (people's moving lines). Someone may come here to turn around.
This place is a place where guests can't go, not far from an alley, but the business is much worse. All these should be taken into account when choosing the site.
What is the moving route of people, in this area, which direction people will go after getting out of the subway, and so on. These are all sent to the pinch meter for measurement, and only after a complete set of data can there be a basis.
This definite address.
For example, the measurement of the previous flow of the store is to record the flow of people passing by in the place where the store plans to open, and measure how many people pass by this place in unit time. Except for the position on the sidewalk.
In addition to the flow of people, it is also necessary to measure the flow of people in the middle of the road and across the road. The people in the middle of the road are just cyclists, not drivers. Whether to calculate the flow of people crossing the road depends on the width of the road, the road
Even if it is narrow, the width of the road exceeds a certain standard, which is generally the isolation belt, and customers can't come to spend any more. This is not a crowd crossing the street.
KFC site selection personnel will input the collected data of people flow into special computer software, and they can calculate how much the investment here can't exceed, and if it exceeds, they can't open a store.
2) When selecting the site, we must consider whether the main mobile lines of people flow will be stopped by competitors.
Because people's loyalty to the brand has not been said, I am tired of eating KFC and watching McDonald's. This doesn't seem to have happened yet. As long as you are in front of me, I am very tired today. What am I doing?
If you want to walk 100 meters to eat something else, I'll come in first. I won't go forward unless there are too many people here and I can't find a seat.
However, there is a main dynamic line of people flow, and if the gathering point of competitors is better than that of KFC, it will have an impact. It doesn't matter whether they are the same. For example, Beijing Beitai
There is a KFC store at Pingzhuang intersection. If it is west 100 meters, it is not appropriate for competitors to open another western-style fast food restaurant, because the main passenger flow comes from the east and then opens there.
The passenger flow will be stopped by KFC, and the benefit of opening a store will not be good.
3) The choice of gathering point affects the choice of business circle.
The choice of gathering place also affects the choice of business circle. Because whether a business circle has major gathering points is an important symbol of the maturity of this business circle. For example, in a new residential area in Beijing, residents do not
Often the quality of the population is also very high, but according to the survey, we can't find the main gathering point in this community, so we may not open a store at this time. When will this community mature or become more mature?
Don't drive until you are sure that one of the places is really the main gathering point.
In order to plan the business circle, the development department of KFC has invested a lot of energy. As far as Beijing KFC is concerned, the staff of its development department travel around Beijing all the year round, and they are interested in this annual building and
The road has changed a lot, and the local people are familiar with the places that are easy to get lost. This happens all the time. Beijing KFC received a phone call from a customer, suggesting that KFC set up some development in his place.
As soon as people listen to the address, they can casually say the characteristics of the local business environment and whether it is suitable for opening a shop. In Beijing, KFC has successfully opened 56 restaurants according to the business circle divided by its own investigation.
The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so we often see a street with McDonald's on one side and KFC on the other. This is the follow-up strategy adopted by KFC.
Because McDonald's has done a lot of detailed market research before site selection, opening a shop next to it can not only save time and energy in site inspection, but also save a lot of site selection costs. Of course, KFC is not only with
In addition to the strategy, its own choice of store location is also very excellent and worth learning.
5. KFC's "Not Starting from scratch" Charter
KFC regards franchising as an effective way to expand its business all over the world. It began to try franchising in China on 1993. After a period of silence, since 2000,
Since then, KFC's franchise in China has only adopted a form of "not starting from scratch". "Franchise" is the representative strategy of KFC's first brand strategy and has "China characteristics".
The so-called "not starting from scratch" means that KFC will transfer a mature and profitable restaurant to a franchisee. Franchisees do not need to choose their own sites, open stores, recruit and train employees, etc.
Heavy preparatory work, these are ready-made. "Among them, site selection is often the key to success, and KFC has already done it for you."
"This is the best way for KFC to franchise in China market at this stage," said Yum's president. China Catering Group in Greater China owns well-known brands such as KFC and Pizza Hut.
Su said, "If a profitable KFC restaurant is handed over to a franchisee, the business risk of the franchisee will be greatly reduced, and only by maintaining it will it succeed."
The meaning of KFC's "China market at present" is: On the one hand, some China enterprises are forming a certain economic scale and perfect management system, and the chain operation is developing rapidly.
Gradually standardize; On the other hand, due to the development of various economic components, fragmentation is a major feature. China has not formulated such special laws and regulations according to the characteristics of regional commerce, and only one is being tried out.
The provisions of the Measures for the Administration of Commercial Franchise are simple, and they cannot undertake the functions of regulating regional economic cooperation, commercial asset operation and commercial capital expansion brought by franchising.
Under such circumstances, KFC's caution is justified. Since 1998, KFC's China headquarters has been publicly applying for the franchise in China market.
Received hundreds of telephone inquiries and letters asking to join, but KFC's review requirements for franchisees are very strict. Franchisees must have US$ 6,543,800,000 or RMB 8,000,000 as franchisees.
As well as store decoration, equipment introduction and other expenses, you must also have background and practical experience in catering, service and tourism. Considering the fierce competition in the catering industry in big cities.
At present, the transferable restaurants in KFC are basically distributed in small cities with high consumption level.
From August 2000, when the first KFC franchise store in China was handed over in Liyang, Changzhou, to 1 month in 2004, 1 1 restaurants were authorized to join. Kende is currently
Of the 65,438+0,000 stores in China, 95% are directly operated and 5% are franchised stores.
In terms of funds:
First of all, you have to pay an initial franchise fee of $37,600. This fee is one-off and will be adjusted according to the price index of the United States that year. At the same time,
Every franchisee has to pay this fee when developing a new store.
Second, the transfer fee of each restaurant is more than 8 million yuan. The business area of KFC restaurants ranges from 350 to 400 square meters, and this 8 million is purchased according to some comprehensive indicators.
The reference price of buying a KFC restaurant, the actual transfer fee will depend on the sales and profits of the target restaurant. Franchisees can take over an operating KFC after paying this fee.
The restaurant includes all the decorations, equipment and facilities of the restaurant, as well as the trained restaurant staff, as well as the future cash flow and profits generated during the operation. But it does not include real estate rent.
Rental fee.
Third, the cost of going concern includes the franchise fee accounting for 6% of sales and the advertising share fee accounting for 5% of sales. These rates and fees are set on the current basis.
Ten years after the franchise contract is signed.
Location: At present, it is mainly provided in small and medium-sized cities with non-agricultural population10.5 million and below 400,000 and annual per capita consumption of more than 6,000 yuan.
A certain chance to join. At present, KFC is not allowed to use its own stores to open new stores, and can only transfer KFC restaurants that are already in operation.
Time: The time from the beginning of application to the transfer of the store is about 6 months; The initial term of the franchise agreement is at least 10 years, and future franchisees must voluntarily engage in KFC franchise for more than 10 years.
Okay, 20 years.
Training: To join KFC, training is a must. Successful candidates will be required to participate in 65,438+02 weeks of extensive training programs and 65,438+02 weeks of restaurant training before running a restaurant.
So that franchisees can effectively master the duty management they need to know to run a successful restaurant, and lead courses such as restaurants, including the study of Hamburg workstations, French fries workstations and other workstations. Franchisee
After taking over the restaurant, we will arrange an internship in restaurant management for 5-6 months. In the process of training, future franchisees should bear their own expenses (transportation expenses and living expenses).
It can be seen that behind the strict franchise rules is the interest relationship between KFC headquarters and franchise stores. The success of KFC depends on the success of each franchisee. Franchisee
Franchisees must be given sufficient support. Only when every franchisee is profitable can the whole franchise system become stronger. On the one hand, these training courses improve the work ability of candidates.
Force, cultivated suitable management talents for KFC; On the other hand, candidates can identify with KFC's corporate culture and have a strong service concept, thus achieving the success of KFC headquarters and franchise stores.
Very long.