With the continuous improvement of personal quality, people gradually realize the importance of report, which has the characteristics of narrative language. You get dizzy when you hear writing a report? The following is my carefully compiled research report on KFC for reference only. Let's have a look.

KFC Research Report 1 1. Composition of its service package

(1) supporting facilities

1, supporting equipment

Storefront, tables and chairs, disposable tableware, menus, environmental decoration, food, toilet facilities, waiters, and various items in the store are complete.

2. Indoor and outdoor decoration

There are seats, ***6 tables and 24 chairs outside the store to prevent customers from enjoying them when the traffic is heavy. Illustrations are painted on the wall outside the store to give customers visual enjoyment.

There are pictures on the glass wall of the shop and a Christmas tree at the door.

(2) Auxiliary supplies

Paper towels, straws, water, seasoning bags, toothpicks, packaging bags, cleaning supplies.

(3) Explicit service

1, providing flat and high-quality food.

KFC always strictly controls the quality of raw materials and food, accepts the supervision of public opinion, and provides consumers with healthy, safe, nutritious and reassuring food. Over the years, through the inspection of the market and customers, it has successfully built a high-quality fast food brand with high credibility and is deeply loved by consumers.

2. Provide catering services.

The waiter will provide each customer with a series of auxiliary supplies such as paper towels.

3, the price is average.

Compared with other fast food restaurants, KFC does not have much advantage in price. They belong to the mid-range consumption in pricing. But the meticulous service is incomparable to other fast food restaurants. The advantages of service greatly make up for the universality of price and products.

(d) hiding services

1, good service attitude.

Standardized and humanized service, treat every customer politely and smile. As long as it is reasonable, customers can provide whatever they need.

2. Children's play area

3, convenient consumption and easy acquisition

4. Background music

Second, the service flow chart

The front desk always matches the kitchen hall.

Time statistics table

Bottleneck:

Sudden bottleneck: incomplete raw materials

Facilities and equipment failure

Long-term bottleneck: customers line up to order food

Need to wait for dinner

Suggestion:

1, check the equipment regularly and maintain it in time.

2. Sufficient stock before the peak.

3. Skilled in service operation process to speed up order placing.

Third, the service blueprint analysis

(A) service blueprint planning

As a cultural giant in the catering industry, the control points of KFC's service blueprint are in three aspects: products, services and cleanliness. This is an important principle that best reflects the characteristics of KFC.

As a catering service enterprise, KFC attaches great importance to its own products. In order to meet the needs of consumers, every time KFC enters a country, it will combine the eating habits of consumers in that country to develop products suitable for that country, thus bringing delicious food and pleasant enjoyment to consumers. Take China as an example. The taste of KFC products is more fragrant as it goes north. In the past few years, the products suitable for China people, such as old Beijing chicken rolls, idyllic crispy chicken burgers and hibiscus fresh vegetable soup, have been introduced successively.

KFC provides comprehensive, meticulous and convenient services to customers, making them feel cordial, touched, warm and comfortable. When entering KFC, every consumer will first get the "welcome" from the nearest KFC employee. When approaching the dining table, a waiter will take the initiative to greet the customer. When you leave after eating, there will also be a waiter to help open the door and say loudly, "Hello, please take care, welcome to visit next time." All these meticulous services will make customers feel comfortable and happy. Consider the customer from the details and do every job well from the details. KFC makes customers willing to visit again and again as long as they go in once.

While bringing delicious food to consumers, KFC continues to provide consumers with a clean and refreshing dining environment. It is difficult for fast food enterprises of the same grade in China to do this, but any branch of KFC gives consumers the same feeling. The glass never touches, the dining table is clean, the floor is wiped at any time, and the bathroom is cleaned regularly. As soon as customers enter the restaurant, they can feel great affinity. In a sense, KFC sells an American culture and a comfortable dining environment.

These aspects not only reflect KFC's business philosophy, but also become the code of conduct for all employees of KFC restaurants because these principles have detailed and strict quantitative standards.

This picture shows the service blueprint planning of KFC restaurant in reality. From the situation in the picture and the usual experience, we can see that its service focus is really around the above three points. From the moment customers enter the door to the moment they leave, it reflects the sincere and friendly service characteristics of KFC restaurant. The tangible display of KFC includes employees' clothing, environmental layout and advertisements. , its supporting behavior also includes dining table, dining chair, tableware, wireless Internet service, etc. KFC's front desk service and back office service have a clear division of labor, and the restaurant support process is rigorous and smooth.

(B) Problems in the service blueprint

However, KFC's service blueprint is not perfect. In actual operation, it has at least the following problems:

1, the customer waited too long in the queue. When customers come to KFC to eat, they value the efficiency of eating and always hope to get fast and efficient service from KFC. Because time is precious, the time saved by customers during the meal can be used in other valuable places. As a giant in the fast food industry, KFC also knows the importance of fast service. However, during the period of heavy traffic, queuing to order food is inevitable. Waiting for a long time makes customers bored and inefficient, which not only wastes customers' time, but also wastes KFC's opportunities.

2. During the peak meal period, the table was not cleaned in time. During the peak meal period, some KFC restaurants seem to be stretched, and it is difficult to cope with such a huge customer capacity, and the phenomenon that the table is not cleaned in time sometimes occurs. This will inevitably lead customers to wait or sort out the leftovers themselves. This is not only inconsistent with KFC's pursuit of fast service, but also does not meet its need to provide a clean and comfortable environment.

3. Children's noise will affect the dining mood of other customers. If customers bring children to dinner, the noise of children will affect the dining mood of other customers. Although KFC restaurant has specially set up a children's playground to provide children with all kinds of toys to play with, some branches have not done well in this respect, and the toys are slowly updated and some are damaged, which greatly reduces the attraction of children's playground. In addition, waiters lack guidance and care for children, and there are few interactive activities, which sometimes cause some unexpected accidents and cause customer dissatisfaction.

You can't get feedback from customers when you need it. Some customers leave directly after eating, and they don't give feedback on the service of the restaurant. Sometimes, even if there is a complaint, customers may choose not to raise it with the restaurant because they are too troublesome. When KFC restaurant needs customers' opinions, it can't get customers' feedback, which is a big problem, which is not conducive to the improvement and improvement of restaurant service.

KFC Research Report 2 Brand History Introduction:

KFC is the largest fried chicken fast food chain in the world. The logo KFC of KFC is the abbreviation of English KentuckyFriedChicken, which has become a world-famous brand.

1930, the founders of KFC Harlan and Sandoz opened a restaurant in their hometown of KFC. During this period, Sandoz devoted himself to studying new methods of fried chicken, and finally successfully invented the secret recipe and unique cooking technology composed of eleven spices. Its unique taste is well received by customers, and the restaurant business is booming, and the secret recipe has been passed down to this day. In recognition of his contribution to his hometown, KFC awarded him the honorary title of Colonel Sanders. Colonel Sanders, dressed in a suit, with white hair and goatee, has become the best symbol of KFC's international brand.

Colonel Sanders' success began when he was 40 years old and ran Corbin gas station in KFC. In order to increase his income, he began to make his own snacks and provide them to passers-by. His business grew slowly and steadily because his reputation for cooking food attracted passers-by. While his fame was growing, RubyLaffon, then president of KFC, awarded him the title of Colonel of KFC at 1935 in recognition of his contribution to KFC catering. The colonel's most famous specialty is fried chicken, which was carefully developed and invented by him. This is the most popular product in Deji at present. It was cooked by the colonel after ten years' research with the magical formula of eleven spices, which made people stunned after tasting it. The delicious fried chicken attracted many customers here. However, the traditional fried chicken method makes customers have to wait for 30 minutes to enjoy the food. At 1939, this problem was solved when the colonel visited a pressure cooker display.

The colonel bought a pressure cooker and went home. After cooking time, pressure, refueling and other experiments, he finally found a unique method of fried chicken. The fried chicken under this pressure is the best fried chicken he has ever eaten, and KFC fried chicken still maintains this recipe of using pressure cooker. The colonel's career faced a crisis in the mid-1968+ 1950' s, and the road next to his SandersCafe was passed by a newly-built highway, which forced him to sell the restaurant. At that time, the colonel was 66 years old, but he was still young and didn't need to live on social welfare, which became a turning point in his career.

The colonel used his old Ford car 1946, carrying his eleven spice recipes and his right-hand man pressure cooker, and started on the road. He went to restaurants all over India, Ohio and KFC to promote the recipe and method of fried chicken to interested restaurants. 1952 The first authorized KFC restaurant in Salt Lake City was established. Surprisingly, in just five years, Colonel has developed 400 chain stores in the United States and Canada, which is the beginning of catering joining in the world.

Analysis of strategic differences with competitors;

1, market positioning

(1) KFC: Capture big cities, with accurate location. Concentrate on occupying the big cities with the strongest radiation capacity. Attack Beijing with 100% energy, then Shanghai, Hangzhou, etc.

(2) McDonald's: China is the most populous country in the world, with huge market potential. It was the first to locate first-tier cities such as Shenzhen, Beijing, Guangzhou, Nanjing and Tianjin, and it was successful and profitable.

(3) Dicos: "The countryside surrounds the city". Choose the second and third tier markets to make breakthroughs, avoid the highly competitive markets, accumulate experience, build brands, and then gradually counterattack the central cities.

2. Product strategy

(1) KFC: localization strategy. According to the survey, KFC has become China people's favorite brand of foreign goods. 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. In addition to chicken food with unique flavor, it also introduced foods suitable for China people's eating habits, such as egg drop soup, seafood soup, old Beijing chicken rolls, vegetable salad and so on.

(2) McDonald's: On the basis of standardization, the core products are still hamburgers, French fries, ice cream and soft drinks. In China, considering the eating habits and consumption level, McDonald's withdrew fast food products such as McDonald's chicken, McDonald's chicken fish and McDonald's chicken burger, which conform to the eating habits of consumers in China.

(3) Dicos:

① Good "juicy" flavor-crispy fried chicken: large pieces of hot chicken, golden crispy skin, delicious and juicy chicken with excellent flavor, which is in sharp contrast with KFC fried chicken.

② Oriental taste: laver hibiscus soup, corn thick soup, roast chicken covered rice, curry fragrant leg covered rice, magic curry chicken block rice.

Target customer orientation:

First of all, KFC is aimed at family members, and its marketing focuses on young people who are easy to accept foreign cultures and new things. Therefore, KFC has spent a lot of energy on children, such as opening a children's dining area in the store, arranging decorations that cater to children's preferences, and providing toys and gifts on holidays. What KFC has always wanted to create is a happy atmosphere for family to eat together, emphasizing the promotion of customer value.

Secondly, in terms of products, KFC is positioned as "a world-famous chicken cooking expert" and "delicious chicken is cooked in KFC", which is also the biggest difference between KFC and McDonald's. A series of fried chicken products cooked by 60 years of experience in cooking chicken, such as original chicken, spicy chicken wings, crispy chicken leg hamburgers, etc., are widely praised by customers for their unique delicacies.

The development prospect of KFC;

The future development will pay more attention to the mood and atmosphere of the marketing environment. Consumers in modern society often have a lot of emotional elements when spending, which are easily influenced by the environmental atmosphere. In diet, they often pay less attention to the taste of food, but pay attention to the environment and atmosphere when eating. The eating environment is "situational" and "emotional", so as to better meet their perceptual needs.

Therefore, many restaurants have made great efforts in the layout of the environment and the creation of the atmosphere, trying to create a variety of unique and attractive emotional appeal. Or novel or chic, or warm or romantic, or quiet or elegant, or lively or exciting, or magnificent or small or exquisite. Some show urban scenery, while others show rural customs. There are Chinese styles, western styles and a combination of Chinese and western styles. From the gourmet environment to the romantic names of shops and dishes, you can set off the eternal elegance and a warm sense of harmony of eating too much.

Then, the development of KFC must start from here, make more efforts in the design and selection of stores, and build various store brands that conform to local characteristics and have local cultural atmosphere or local conditions from the customer's feelings. Of course, product promotion is also very important. When launching a variety of products, we should also pay attention to the choice of product names. For example, a kind of rice in KFC is called meatball rice with Italian meat sauce. The name sounds good, but can you call it an elegant or poetic name that conforms to local characteristics? For example, in Xiangfan, it is called Italian Kongming rice? Mm-hmm, it's worth studying.

In addition, we should pay attention to people's emotional life and social activities. Emotional life is one of people's basic needs. In recent years, a so-called sensational marketing method has appeared in society, which is to stimulate and mobilize people's emotions through various measures to achieve the purpose of promotion. Many catering enterprises also promote sales by setting up couples' boxes, couples' teahouses, couples' packages and other services. Or strengthen family reunion, friends gathering, affection between parents and children, affection between brothers and sisters, affection between hometown and classmates. To mobilize people's desire for consumption.

Gift giving service. "Birthday gifts", "quiz prizes" and "flowers" are all practiced in many restaurants. In propaganda, we also emphasize the characteristics of emotional services and try to highlight our own consumption environment suitable for all kinds of emotional life. Of course, KFC also has some such activities, such as children's birthday parties, and the receptionist in KFC helps him organize birthday parties.

However, due to some factors, these activities are gradually disappearing. It must be a long process for the fast food industry to develop like this. But more humanized and intimate service is the future development trend, and it is the future development direction of catering industry like KFC and McDonald's.

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