In our memory, McDonald's and KFC are either face to face or shoulder to shoulder. For a long time, their help to similar products such as cylinder ice cream, spicy chicken wings and chicken leg hamburgers has long been talked about by us. However, after years of competition, the strategic differences between the two world leaders of fast food industry are becoming more and more obvious, and they seem to be looking for their own development path.
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, Deji has specially built 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.