Transcript KFC ZQx

BY
Huilin Zhu （PPT maker）
Guojing Qiu
KFC pioneered Western-style fast food in mainland China
when it opened its first outlet in Beijing in 1987.
It is the largest Western restaurant chain, with over 4,000
branches, and China is one of the only countries in the
world where McDonald‘s is not the dominant fast food
chain.
n China
.Use the Chinese method to
mprove the exotic test.
I.Fit Chinese consumer eating habit
II.Developed the food with Chinese
egional characteristic.
Typical example——Fried bread stick
Flaky Pastry
Varieties of rice
Congee
Soya Drink
Many people of China
nations always worship
the western culture
On account of the
quickening pace of life,
the need of fast food
keeps rising.
KFC already has the
world famous brand of
"we do chicken right“
KFC China's success is largrebranding strategy. The
quintessential American fast food chain has
established itself as a "luxury" fast food among
Chinese consumers, largely as a foil to McDonald's.
KFC foods occupy the premium
market segment, meaning that it is
somewhere in the range of double
to triple the prices of local
restaurants with similar menu
offerings. EXAMPLE
KFC's claim to the
premium segment lies in
its environment - it's
clean, spacious, well-lit
and, at least by Chinese
restaurant standards,
well-appointed.
KFC in Chinese market usually provides gifts for
purchasing combos. Those gifts are for collections,
often for collections of a series of toys. Those reward
activities increase intimacy with KFC brand, and bring
more acticities for friends and family gathering.
KFC as A Multicultural Brand
Western Fast Food
Limited Choices
Mainly Deep Fried
Very Few Vegetables
Encourages Overeating
Fast and Cheap
Chinese "New Fast Food"
Abundant Selections with Chinese-Western Fusion Flavors
Cooking Styles
Plenty of Vegetables
Balance Food & Drink (e.g. soup)
Changing Selections Always
Family Gathering and Sharing
Mostly College Students as Employees
A local Chinese name for KFC in China, with
offering local taste of fish, shrimps, egg tarts,
and etc. KFC is opening one new restaurant a
day, on average with the intention of reaching
15,000 outlets.
"Built a leading 40% share of the Chinese fast
food market through patiently tailoring its
product offering to local tastes and building a
strong team of local managers." ---HBR
"KFC would not be seen as a foreign presence
but as part of the local community. Out
opportunity was to take the best ideas from
the U.S. fast food model and adapt them to
serve the needs of the Chinese consumer." --CEO Sam Sue of KFC China division
Abandoning the dominant logic behind its
growth in the U.S.: a limited menu, low prices,
and an emphasis on takeout