First, KFC
KFC is the largest catering group in the world-Yum! Global catering group, including nearly 30,000 world-renowned KFC restaurants, Pizza Hut restaurants and Taco Bell restaurants in more than 65,438+000 countries and regions.
KFC is the largest fried chicken fast food chain in the world, with more than 1 1, 000 restaurants in the world. These restaurants are located in more than 80 countries, from the Great Wall of China to the bustling downtown area, picturesque downtown Sofia and sunny Puerto Rico, and fast food restaurants marked by KFC can be seen everywhere.
KFC entered Beijing, the ancient capital with a long food culture, on 1987 to meet the needs of the development of China's catering industry, thus starting its development history in the world's most populous country.
1987165438+1October 12 KFC opened its first restaurant in China in the bustling area of Qianmen, Beijing, and Beijing KFC Co., Ltd. was also the first Sino-foreign joint venture engaged in fast food in Beijing at that time. Starting from Beijing, KFC's development in China is like a prairie fire. 1992, the total number of restaurants was 1 1, which was the largest fast food chain restaurant in China at that time. At 1995, it has increased to 50.
On June 25th, 1996, the100th KFC store in China was established in Beijing, which was a milestone and marked a new stage of KFC's development in China. On June 1 day of the same year, the daily turnover of KFC Shanghai People's Park restaurant was nearly 400,000 yuan, which set a new record for KFC's global single-store daily turnover. In China, KFC now serves nearly 654.38 billion consumers every day.
Since the opening of 1987, KFC has sold 240,000 tons of chicken products in China, all of which are made in China. It is roughly estimated that the total number of chickens sold by KFC in China is 624 million. If each chicken is arranged end to end, it is equivalent to the distance from Mohe in the northernmost part of China to Zengmu shoal in the southernmost part.
Today, KFC's business development has been widely recognized by consumers in China, and has made a huge leap:
1999 According to 16677 questionnaires from professional research companies in 30 cities in China, KFC, the first western-style fast food to enter the China market, is widely known and loved by consumers in China because of its unique food and quality, and is recognized as the "most frequented" brand, ranking among the top ten internationally renowned brands.
On October 28th, 2000/kloc-0, 165438, KFC took the lead among the chain restaurants in China, taking the lead in breaking through 400, creating the largest number of international fast food chains in China. By June 5438+ 10, 2003, KFC had broken through 800 chain restaurants in China in more than two years. Up to now, KFC has set up 32 KFC limited companies in China, managing and operating more than 850 chain restaurants in nearly 200 cities across the country. This development speed and scale make KFC the fastest growing fast food chain enterprise in China.
Second, McDonald's
The phrase "McDonald's is more than just a restaurant" accurately summarizes the management concept of McDonald's Group. In the whole system of McDonald's in the world, the operation of McDonald's restaurant is a very important part, because McDonald's business philosophy, joy and delicacy are all passed on to customers through restaurant staff. But the restaurant is not the whole of the world brand McDonald's, it is just the tip of the iceberg, because there is a comprehensive, perfect and powerful support system behind it, which realizes the effective guarantee of quality and quantity. The support of this powerful system includes: the purchasing network of food processing and manufacturing suppliers, packaging suppliers and distributors with advanced technology and management, a perfect human resource management and training system, management departments all over the world, transportation and marketing systems, development and construction, and marketing. Each department does its own job, strives for perfection, exerts team spirit, and strives to achieve the goal of "customer 100% satisfaction" of McDonald's.
McDonald's Company is famous for its fast food business. 1955, when klock founded the first McDonald's restaurant in the United States, there were not many varieties on the menu, but the food was of high quality and low price, the supply was rapid and the environment was beautiful, and the chain stores developed rapidly in various States; By 1983, there are more than 6,000 branches in China. 1967, McDonald's opened its first foreign branch in Canada, and its foreign business has developed rapidly since then. By 1985, foreign sales accounted for about 1/5 of its total sales. In more than 40 countries, more than180,000 people visit McDonald's every day.
1990, McDonald's opened its first McDonald's restaurant in China. On the opening day, countless citizens took their families with them and enjoyed it. Then in April, 1992, the world's largest McDonald's restaurant opened in Wangfujing, Beijing, and the transaction on that day exceeded 1 10,000 people. Since 1992, McDonald's has developed rapidly in China. The first McDonald's restaurant in Guangzhou opened in Guangdong International Hotel on February 1993, and the number of transactions on the opening day broke the global record of McDonald's at that time. On June 1994, the first restaurant of Tianjin McDonald's opened in binjiang road; 1In July, 994, the first McDonald's restaurant in Shanghai opened in Huaihai Road. 1995 The first McDonald's restaurant in Jiangsu opened in Nanjing Confucius Temple, setting a new record for the average consumption of McDonald's in China on the opening day. In July of the same year, the first McDonald's restaurant in Wuhan was grandly opened on Jianghan Road. 199965438+In February and August, 2000, McDonald's restaurants in Chengdu and Chongqing, the western cities of China, opened with unprecedented pomp, especially the turnover of McDonald's in Chongqing on the opening day broke the historical record of single-day sales in China; In August of 200 1 year, the first McDonald's restaurant in Xi opened.
Over the years, with the assistance of relevant government departments at all levels and Chinese partners, McDonald's has successively set up stores in four municipalities directly under the Central Government, including Beijing, Tianjin, Shanghai and Chongqing, and in 74 of Guangdong, Guangxi, Fujian, Jiangsu, Zhejiang, Hubei, Hunan, Henan, Hebei, Shandong, Shanxi, Anhui, Liaoning, Jilin, Heilongjiang, Sichuan and Shaanxi provinces.
McDonald's adheres to the management principle of "quality, service, cleanliness and value for money", and adheres to the concept of establishing a perfect food supply network system and human resource management and training system in China, so as to develop together with the local people and make common progress and prosperity.
* Note: The total number of restaurants is as of the first quarter of 2002.
"A rising tide lifts a boat" marketing VS "tailor-made" marketing
First, KFC's "A rising tide lifts all boats" marketing
1. Localization and specialization of terminal personnel; Pay attention to training and aim high.
The rapid development of KFC has provided a large number of employment opportunities for China. At present, KFC has more than 50,000 employees and more than 5,500 managers of restaurants and companies all over the country. From the first restaurant in China to more than 850 restaurants now, KFC has always localized 65,438+000% of its employees. In the recent 16 years of development, KFC has continuously invested funds and manpower in training at all levels. From restaurant waiters and restaurant managers to functional department managers, the company arranges scientific and strict training plans according to the nature of work. These trainings not only help employees improve their work skills, but also enrich and improve their knowledge structure and personality development. Many aspiring young people grew up in KFC and became excellent management talents in the enterprise.
In order to make KFC managers reach the professional level of fast food management, KFC has specially set up a professional training base suitable for restaurant management-Education Development Center. Since its establishment, the center has provided thousands of training courses for more than 2,000 restaurant managers from all over the country every year.
2, localized management, know yourself and know yourself.
According to a recent survey by an international information company in Chinese mainland, among the top ten foreign brands that China people like best, KFC's hometown chicken ranks first, while Coca-Cola and McDonald's rank only fourth and fifth. The survey shows that foreign brands that are closer to China culture are more likely to take root in the mainland consumer market if their marketing strategies are properly localized.
According to Lianhe Zaobao, AC Nielsen recently announced that according to the results of 65,438+6,677 questionnaires sent by them in 30 cities in China, KFC is China people's favorite foreign commodity brand. The biggest reason is that people in China like to eat chicken, and KFC's main product is fried chicken. Compared with McDonald's hamburgers, chicken is naturally more acceptable to China people.
Last year, KFC spent 7.6 million yuan (about 654.38 yuan+S $5200) to redecorate the world's largest branch in Qianmen, Beijing, with the quadrangle and the Great Wall in Beijing as the main colors of murals, and then decorated the dining area with traditional folk crafts such as clay figurines, kites and shadow puppets.
In addition, KFC branches in different cities will hold different types of public welfare activities according to the needs of local communities. For example, there are free English classes and university scholarships; Scholarships for disabled children have greatly improved the corporate image.
The report pointed out that KFC knows so much about China's local culture because the entire China division is from China, and most of the decision-making departments are from China, Hongkong and Taiwan Province who are studying abroad.
3. Channel management: "franchise from scratch" to "franchise from non-zero"
Like other famous brands in the world, KFC has been expanding its business around the world in an effective way of "franchising" for more than 20 years. In China, KFC authorized the first franchise company in Xi 'an on 1993. In August 2000, the first KFC franchise store in China was officially handed over in liyang city, Changzhou. Up to now, 1 1 KFC restaurants that are not operating from scratch have been authorized to join. At present, 95% of KFC's restaurants in China are directly operated restaurants, and only 5% are franchised restaurants. Pizza Hut has more than 65,438+000 restaurants in China, one third of which are managed by franchisees. When franchisees joined KFC, they also started to cooperate with KFC on the basis of equality and mutual benefit. In order to promote the steady development of KFC in China, so that consumers in more cities can taste the same KFC food as any KFC restaurant in the world at their doorsteps, KFC started its franchise business in China on 1993. At the end of 1998, KFC once again sought a franchise partner in the China market and publicly announced the application conditions for franchise.
In the last two years, KFC plans to open cities in China with a non-agricultural population of more than 6,543.8+0.5 million but less than 400,000 and an annual per capita consumption of more than 6 million RMB (except cities with KFC joint ventures) to franchise applicants, that is, after KFC conducts a very strict review on the financing strength and management of franchise applicants, franchisees can buy one or several KFC restaurants that are operating and profitable, including the business premises of the restaurants, all supporting equipment, facilities and experienced restaurants.
The development potential of KFC in China is immeasurable, and China will become the largest fast food market in the world. No enterprise can completely occupy the China market and rely on franchisees who love KFC brand to develop KFC in China, so as to realize the most effective development potential. Therefore, the prospect of franchising in China is very considerable.
4, niche market positioning is accurate, and the purpose of public welfare promotion is clear.
As a member of the social family, KFC takes "returning to society" as its corporate purpose and actively cares for people in need. Especially in recent years, with the rapid development of KFC, its investment in public welfare undertakings in China, especially the education of children in China, has become a core content of KFC's "repaying society".
In order to make children grow up in a healthy environment, KFC supports education in various urban areas of China in various forms every year, from donating educational projects such as "Project Hope" to subsidizing poor students and inviting children from welfare homes and disabled children to have free meals; From holding lively sports and cultural competitions to donating books and picture albums. In recent years, KFC has also launched a lively and interesting KFC healthy mobile classroom; Winter camps and summer camps jointly organized with TV stations are deeply loved by children and parents. All these reflect KFC's corporate culture of "repaying society and caring for children". In September 2002, the "Dawn Project of China KFC" with an investment of 38 million yuan was started. This will be a long-term subsidy for college students who are ambitious and poor, but have excellent academic performance. It is helpful for them and paves the way for the initial stage of their study, career and life.
According to statistics, in the past ten years, KFC has spent more than 60 million yuan directly and indirectly on youth education and social welfare, all of which are used to help deaf-mute and mentally retarded children, dropouts in poverty-stricken areas, college students and educators in need.
Second, McDonald's "tailored" marketing.
Establish core competitive advantage
1, pay attention to culture, quality and service, and strengthen the core competitiveness of the brand.
The Golden Arch of McDonald's promises that the menu of each restaurant is basically the same, so as to achieve "excellent quality, excellent service, cleanliness and hygiene, and genuine goods". Its products, cooking procedures and even kitchen layout are standardized and strictly controlled.
quality
McDonald's spirit of attaching importance to quality can be seen before every restaurant opens. The first is to establish a series of local network systems such as production, supply and transportation to ensure that restaurants get high-quality raw materials. At the same time, McDonald's food must go through a series of strict quality inspections. There are more than 40 quality control inspections of beef patties alone. Perhaps many customers don't know how complicated McDonald's food control procedures are, but they deeply understand the result, that is, McDonald's high-quality, delicious and balanced food.
service
Fast, friendly and reliable service is the hallmark of McDonald's. McDonald's understands the importance of providing quality service to customers from experience, so every employee will bring laughter to customers based on the principle of customer first.
clean
Every appliance, every location and every corner of the restaurant reflects McDonald's emphasis on hygiene and cleanliness. McDonald's provides customers with a clean, comfortable and pleasant dining environment.
be good value
McDonald's not only provides customers with high quality and balanced nutrition, but also brings customers more choices and more laughter. Customers fully experience the promise of "value for money" in the McDonald's family.
McDonald's has always been regarded as a fast food brand that has changed the world catering culture. The key to its success lies in its ever-changing brand proposition and persistent brand core. For example, in the United States, in the 1970s, McDonald's slogan was "Today you deserve a rest", which expressed Americans' deep belief that professional ethics should be rewarded. The concept of "you should have a rest today" adapted to the social trend of thought that emphasized the return of labor at that time. In the early 1980s, McDonald's advertising theme "McDonald's and You" reflected a change from professional ethics to self-orientation, which meant avoiding losing yourself for work and longing for today's life. In the mid-1980s, it generally turned to "we", which reflected the traditional concern for family values, and McDonald's advertisements changed accordingly: its theme changed from individual consumers to family orientation. Its slogan is "This is a great time to taste McDonald's". Effectively link food with family values. The establishment of McDonald's image and its friendliness and concern for children's growth in many McDonald's have confirmed the success of its business strategy. On the contrary, its original competitor Burger King is considered aggressive, masculine and unfriendly. When the deep depression in the early 1990s produced another cultural change, the management strategy of McDonald's was revised accordingly. Many consumers are less optimistic about the future, dim about the traditional American dream, and more sensitive to price-we will discuss this trend in the "Latest Reality" section later. As a result, 199 1 year, McDonald's began to implement a series of price cuts and a large number of special sales, and "value for money" began to become its advertising theme. When the economic situation came out of depression, but economic insecurity still existed, McDonald's adopted a more intimate theme: "Did you have a rest today?" Did you have a rest today? This title, by implying the right to rest, reflects the change of cultural values and pays more attention to happiness. Cultural values are enduring. McDonald's always tries to adjust its brand proposition in time to meet the cultural trend, but the core concept of McDonald's "quality, service, hygiene and cleanliness" has not changed.
In the process of adapting to the cultural trend, McDonald's always insists on attracting children. As a reflection of the times, McDonald's is trying to attract children to surf the Internet. 1996 McDonald's provides children with the opportunity to design personalized newspaper headlines on the computer screen, so that they can exert their rich imagination, such as fighting Michael Jordan and defeating evil aliens. McDonald's knows that this kind of fiction and fantasy creation helps children to establish a basic cultural value-the driving force for the development of individualism. Professional ethics, as another cultural value, followed.
McDonald's not only embodies American culture at home, but also transports American culture overseas. The Golden Arch has been recognized as a symbol of American service, and the craze of taking food as fast food has spread all over the world.
2. Channel management: franchising has spread all over the world.
As one of the most successful franchisees in the world, McDonald's is proud of its franchise model, successful foreign high-level expansion and international operation. During the development of franchising, it has accumulated a lot of valuable experience.
(1) The business philosophy is clear and the management is standardized. This mainly refers to the important principle of customer first and always customer first, which can best reflect the characteristics of McDonald's.
(2) Strict inspection and supervision system. The McDonald's system has three inspection systems; First, regular monthly assessment; Second, the company headquarters inspection; The third is spot check. This is also the guarantee to ensure that McDonald's franchise stores meet departmental standards and maintain brand image.
(3) Perfect training system. This provides a reliable guarantee for franchisees to successfully operate McDonald's restaurants and shape the unified image of McDonald's brands.
(4) Joint advertising fund system. Let the franchisees unite to raise more abundant advertising funds, thus increasing the advertising efforts.
(5) The cooperative relationship of mutual restriction, * * * honor and * * *. This practice creates conditions for franchisees to display their magical powers, and makes franchisees' marketing strategies emerge one after another, which has made great contributions to the promotion of McDonald's brand value. It is through the implementation of the above strategies in franchise marketing that McDonald's has achieved great success and created a brilliant chapter in franchise marketing.
be beset with a crisis
3. Blind "localization" operation loses market control ability.
Around 2003, McDonald's, which always only sold hamburgers, fried chicken and French fries, began to "sell rice" in 350 branches in Taiwan Province Province. McDonald's, which has never seen rice, has made a revolution in its management in the direction of "localization". It is not the first time that McDonald's sells rice in Taiwan Province Province. In March 2002, McDonald's sold porridge during breakfast in Singapore, dinner in Hong Kong in July and lunch and dinner in Taiwan Province Province, which was the third fluctuation of McDonald's.
These blind "localized operations" have lost many customers because of inflated prices. It is reported that the rice sold by McDonald's provides four kinds of rice packages, such as curry pork chops, mushroom chicken legs, braised pork with gentle wind and Thai spicy chicken, at the price of 129 yuan, which is 2.5 times more expensive than the fast food box lunch provided by the supermarket. For Taiwan Province Province, where the economy is already in recession, such a price has undoubtedly made it lose a lot of "territory".
The opposite of this false high price is to lower the price. Even so, it did not bring hope to the shrinking business of the enterprise. From 65438 to 0998, the performance of McDonald's declined repeatedly, causing panic at the top. They are anxious to go to the hospital, raise the magic weapon of comprehensive price reduction, and fight a price war. McDonald's big price cut benefits old customers, but it doesn't attract more potential customers, and even makes the general public associate price cuts with inferior goods. Therefore, McDonald's price reduction measures have caused a greater decline in performance.
In the case that neither price increase nor price reduction can improve business performance, McDonald's, a century-old shop, is like an old man who has lost the ability to grasp the market.
4. Blindly expand the market and lose the core brand.
Due to the rapid foreign investment of McDonald's, the customer satisfaction decreased obviously, and the market share declined instead of increasing. Before McDonald's scaled back its expansion plan in 2002, the fastest time for McDonald's to build a new branch in the world was once every three hours. However, from 1987 to 1997, although the number of McDonald's branches increased by 50%, the total sales volume decreased by 2%, and the profits of individual branches also declined rapidly. The blind opening of McDonald's branches has also caused many franchisees' dissatisfaction, thinking that McDonald's has opened many inappropriate branches in inappropriate places. The blind pursuit of quantity greatly reduces customer satisfaction.
Since 1998 Greenberg came to power, franchisees have more autonomy than before, and they can make a series of decisions freely from marketing to specific menu items, which greatly weakens McDonald's family heirloom-"McDonald's". In this way, McDonald's core competitiveness and brand will be greatly lost.
flower
Li Hailong, the chief consultant of Sorris Management Consulting (International) Co., Ltd., analyzed the McDonald's crisis and solved the following three points:
First, cut the gordian knot, quickly close the stores with serious losses, and turn the properties that have not been closed down into other business formats of Coca-Cola. The main force is profit shops and large and medium-sized cities.
In view of the increasingly obvious urbanization trend of rural population, a large number of urban population comes from rural areas. McDonald's can concentrate on opening branches in small and medium-sized cities other than large and medium-sized cities to form an encirclement of KFC, and at the same time achieve the goal of cultivating potential consumer groups, who will become frequent visitors to McDonald's in large and medium-sized cities.
Second, on the premise of maintaining the existing core point of "standard, fast, clean and service", we should actively deepen our understanding of China's food culture and find a breakthrough point, such as improving and upgrading the taste appropriately. We can even refine strategies such as "McDonald's to the appetite", "Good taste, good appetite, happy McDonald's" to make up for the shortcomings.
Third, the low-price strategy should be maintained. In a country like China, the per capita income has not yet reached the standard of affluence, and cheap prices always seem very competitive. "There is no loyalty that cannot beat two cents" is "universally applicable" at present. It is also a powerful weapon for rival KFC.
It is with this medicine of Li Hailong that the arch of the foot is golden again.
The prospect is worrying
Although McDonald's still has the resounding brand of "Big Mac" in the global fast food industry, it is undeniable that the influence of this brand is not as good as before, and many new stars in the fast food industry are rising to challenge McDonald's "hegemony". With the decline of McDonald's, competitors gained rare development opportunities and market space, and seized huge market profits from McDonald's, which led to the continuous decline of McDonald's share in the American domestic market. At present, McDonald's market share in the United States has dropped to 43%.