Successful Case: The Secret Of KFC'S Location

KFC follow up location strategy

In general, KFC site selection is carried out in the following steps:

First,

1. dividing business circles

KFC plans to enter a city, first through the relevant departments or professional research companies to collect information in this area.

Some materials are free, and some materials need to be paid for.

When the information is bought, business circles are planned.

Business district planning adopts the method of scoring, for example, there is a large scale in this area.

By scoring, the business circle can be divided into several major categories. Taking Beijing as an example, there are municipal commercial type (Xidan, Wangfujing, etc.), district level commercial type, fixed point (target) consumption type, community type, social and commercial dual-use type, tourism type and so on.

2. choose business circles

That is to determine which business district to focus on now, and what are the main objectives.

On the criteria of choosing the business circle, we should consider the market positioning of the restaurant itself, and consider the stability and maturity of the business circle.

The market positioning of restaurants is different, the customers are different, the choice of business circle is different.

For example, Ma Lan ramen and Kentucky's market positioning is different, the customer group is different, is the two "intersecting" circle, some people eat KFC, also eat Ma Lan noodles, some people may never eat Kentucky Fried Ma Lan noodles, and vice versa.

The location of Ma Lan Ramen is also different from KFC.

KFC and McDonald's market positioning is similar, customer groups basically coincide, so in the choice of business area is the same.

You can see that on some sides of the same street, there are McDonald's on the other side and KFC on the other side.

The maturity and stability of business circle is also very important.

For example, when the Planning Bureau says that a road is open, where to set up an address, it may become a mature business circle in the future. But Kentucky must wait until the business circle is mature and stable before entering. For example, how good the store will be after three years, and it has no help for today. Is it necessary to lose money in these three years?

Two. Calculation and selection of gathering points

1., we must determine where the most important gathering point is in this business circle.

For example, Xidan, Beijing is a very mature business district, but it is impossible that any location in Xidan is a gathering point. There must be the most important place to gather guests.

The principle of KFC's opening a shop is to strive to open shop in the vicinity of the most crowded place.

In the past, the old saying said, "one step is inferior to three cities".

The opening address may be 30% worse.

This is related to the moving line of the crowd (the line of the stream of people's movements). Maybe someone is going to come here. The turning point is a place where guests can't get to, and it can't be a small alley, but business is much worse.

These should be taken into account when choosing a site.

What is the line of movement of people? In this area, when people come out of the subway, which direction do they go?

These people send people to pinch their watches and measure them. After they have a complete set of data, they can locate the addresses accordingly.

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For example, the measurement of the previous traffic in the shop is to record the flow of people through the place where the shop is planned to open, and to calculate how many people in the unit time go through the location.

In addition to the pedestrian flow on the sidewalk, we should also measure the traffic flow in the middle of the road and across the street.

The only one in the middle of the road is a bicycle.

Whether or not the traffic flow across the road depends on the width of the road and the road is narrow. Even if the road width exceeds a certain standard, it is usually the isolation belt, so customers can not come back to spend any more.

KFC site selection personnel will collect the data of the stream of people into the dedicated computer software, we can calculate that the amount of investment here can not exceed what the number of stores can not be opened.

2. when choosing a site, we must consider whether the main moving line of the passenger flow will be intercepted by the competitors.

Because people are not yet loyal to the brand, I'm fed up with Kentucky's seeing McDonald's, as if it had not been the case.

As long as you are in front of me, I am tired today. Why do I not go for another one hundred meters to eat anything else?

Unless there are so many people around here that I can't find a seat, I'll move forward.

However, there is a main line of movement. If the competitor's guest site is better than KFC's location, it will have an impact.

If it's two, it doesn't matter.

For example, there is a KFC store at the intersection of North Taiping Village in Beijing. If it is one hundred meters to the west, it will be inappropriate for the competition industry to open another Western fast food restaurant, because the main passenger flow is coming from the East, and then open there, a large number of passengers will be stopped by KFC, and the opening shop will not benefit well.

3. the choice of customers affects the choice of business district.

The choice of gathering points also affects the choice of business circles.

Because there is no major gathering point in a business circle is an important sign of the maturity of this business circle.

For example, a new residential district in Beijing has a large number of residents, and the quality of the population is very high. However, according to the survey, it is not possible to find out where the main area is in the area. At that time, it may not start to shop first. When the community is mature or relatively mature, it is known that one of them is the main gathering point.

In order to plan business circles, the KFC development department has made great efforts.

In the case of Kfc Corporation in Beijing, its development department runs around every corner of Beijing all the year round. This year's buildings and roads change greatly, and locals are easily lost.

This happens frequently. The Kfc Corporation of Beijing has received a call from a customer, suggesting that KFC set up a location in his place, and developers can freely tell the local business environment characteristics and whether they are suitable for setting up shop.

In Beijing, KFC has successfully opened 56 restaurants based on its own investigation.

KFC and McDonald's market positioning is similar, customer groups basically coincide, so we often see a street on the side of McDonald's, one side is KFC, this is the follow-up strategy adopted by KFC.

Because McDonald's has done a lot of careful market research before choosing the store, it can not only save time and energy, but also save a lot of location costs.

Of course, in addition to the follow-up strategy, KFC has its own excellent choice for its location.

With the evaluation criteria and some successful cases, we can develop a set of evaluation tools for the store site. It is mainly composed of the following forms: the lease condition table, the business circle and the competition conditions table, the site situation table and the comprehensive evaluation form.

They are standardized management tools for evaluating the location of chain stores.