(1) business circle theory. If McDonald's, KFC and Burger King are adjacent on the same street, a small fast food business circle will be formed.
(2) Divide the business circle. McDonald's and KFC always open together, first of all because of their "great minds think alike" in the division of business circles. The positioning of these two companies is always very strict. Taking Beijing as an example, the site selection includes municipal commercial type (Xidan, Wangfujing, etc. ), district business, fixed-point (target) consumption, community, community business and tourism.
(3) The goal of choosing a business circle is close. KFC and McDonald's have similar market positioning, and both choose addresses with high maturity and stability in business circle, and the important customer groups basically overlap, so the choice of business circle is the same. This is the follow-up strategy adopted by both sides. Therefore, it is not surprising to see McDonald's and KFC on the same street.
2. KFC
KFC, referred to as KFC, is one of the multinational chain restaurants in the United States and the second largest fast food and fried chicken chain enterprise in the world. Founded by the founder Colonel Harland Sanders on 1952, it mainly sells fried chicken, hamburgers, French fries, mixed rice, egg tarts, soda and other high-calorie fast food.
KFC has formed a strategic alliance with Pepsi-Cola and regularly sells carbonated drinks provided by Pepsi-Cola. 20 17 June, BrandZ 2065 438+07 Top Global Brands 100 was released, and KFC ranked 8 1.
3. McDonald's
McDonald's is a large multinational chain restaurant in the world. 1955 was founded in Chicago, USA, with about 30,000 branches around the world. Mainly selling hamburgers, as well as French fries, fried chicken, soft drinks, iced products, salads, fruits and other fast food.
Because McDonald's regularly sells carbonated drinks provided by Coca-Cola Company, McDonald's has actually formed a strategic alliance with Coca-Cola. McDonald's is located in 1 19 countries on six continents, with about 32,000 branches, representing an American lifestyle in many countries.