2015年肯德基、必胜客和塔可钟快餐需要更多的“千禧一代”顾客

  • 2015-05-08 15:21:34
  • 来源:投资开店

更多“千禧一代友好”菜单并不意味着会有更多的华夫卷饼——尽管塔可钟曾出过一款早餐卷饼和玉米卷饼。因为千禧一代们需要更多不过分包装的有机食品和未加工食品,所以公司表明他们计划提高原料的透明度并减少防腐剂的使用

kfc, pizza hut and taco bell want even more millennial customers in 2015

2015年肯德基、必胜客和塔可钟快餐需要更多的“千禧一代”顾客

the quintessential moment of yum brands' investor conference was when taco bell's ceo said that the mexican fast-food chain was "on fleek."

百胜投资人会议的高潮时刻是在塔可钟(taco bell)的首席执行官(ceo)讲到墨西哥快餐连锁业正处于“大赞”状态的时刻。

"we were on fleek with breakfast, with our social engagement, with mobile ordering," brian niccol said on thursday.

塔可钟的首席执行官布莱恩·尼科尔(brian niccol)星期四讲到,“我们的早餐售卖情况、社交管理、移动订单都处在‘大赞’状态”。

niccol went on to explain to the confused investors that, in the language of twitter, "on fleek" means "on point." but why did the ceo pull out millennial-speak at a major investor meeting?

尼科尔继续向不太明白的投资人解释,“大赞”是推特上的常用语,表示状态“到位”。但是他为什么要在重大的投资人会议上用“千禧一代”(指80后、90后一代)的讲话方式演讲呢?

one reason: taco bell's success with social media and other millennial marketing tactics is serving as a blueprint for all yum brands chains in 2015.

其中一个原因是:塔可钟在社交媒体上和其他“千禧一代”营销策略的成功要为2015年所有的百胜品牌连锁企业绘制出蓝图。

"[yum brands is] transitioning kfc and pizza hut to be clearer in brand truths, like taco bell," said greg creed, yum brands' ceo.

百胜集团的首席执行官格雷格-克利德(greg creed)说道:“百胜正在变革肯德基和必胜客,使他们在“品牌故事”中更显清晰。

by “brand truths,” creed meant taco bell's ability to combine marketing and new menu offerings in a way that resonates with mostly millennial customers. as taco bell beat out its sister brands in both same-store sales and social media buzz in 2014, the copycatting doesn't seem like a bad idea.

提到“品牌故事”,克利德指的是塔可钟把市场营销和新菜单结合起来的能力,新菜单提供的菜品能让“千禧一代”顾客产生共鸣。2014年,塔可钟击败了与他发展规模相同、在社交媒体表现类似的姊妹品牌,所以山寨复制似乎也不一定是个坏主意

digital business and marketing are set to play a huge part in this plan. taco bell recently rolled out a new mobile app, which encourages customization through add-ons. pizza hut has almost doubled its digital orders in the u.s. since 2013, when only 25 percent of sales were made through online channels. as for marketing, creed says the company is doubling down on digital to ensure yum is "the most connected brand."

数字商务和促销活动在这项计划中会发挥巨大作用。塔可钟最近发布一款新的移动软件,鼓励顾客通过分期付款的方式定制专属产品和服务。2013年,美国的必胜客餐厅只有25%的订单是通过网络渠道提交的,而之后电子订单量则增至两倍。克利德指出,公司会把促销活动加倍下注到电子商务上面,以保证百胜集团是“电子化最佳的品牌”

in addition to an increased online presence, you can also expect to see new millennial-friendly menu items across the board. creed says that the company has realized that if customers see a restaurant as innovative, they are more likely believe in the quality of ingredients and products, presumably even if nothing else changes.

除了增加线上商务的比重外,你可以期待看到非常全面的“千禧一代友好”菜单(80后、90后为目标群体)。克利德说,公司已经认识到如果顾客看到餐馆很有创意,他们更愿意相信食品及其原料的质量,即使没有做过任何改变。

however, the more millennial-friendly menu doesn't just mean more waffle tacos -- although taco bell did tease a breakfast biscuit taco and a fritos taco. with millennials demanding more organic and unprocessed foods with minimal packaging, the company says it plans to increase transparency about ingredients and cut preservatives.

但是,更多“千禧一代友好”菜单并不意味着会有更多的华夫卷饼——尽管塔可钟曾出过一款早餐卷饼和玉米卷饼。因为千禧一代们需要更多不过分包装的有机食品和未加工食品,所以公司表明他们计划提高原料的透明度并减少防腐剂的使用。

the increased transparency around ingredients ties into yum's international plans as the company slowly recovers from an expired meat scandal in china. on tuesday, due to low sales in china, yum slashed its yearly earnings per share estimate to mid-single-digit range, down from prior expectations of 6 to 10 percent growth.

因为百胜在中国深陷过期肉丑闻,恢复缓慢,所以将原料透明度的提高加入跨国计划中。周二,因中国区销量过低,公司将每股年度预估收益削减至中位数,从之前较高的10个百分点降至6个百分点。

despite the ongoing investigation in china, executives say they still believe the country to be yum's number one opportunity for growth. different executives repeatedly stressed that yum had a great first half of the year in china and pointed to china's growing consumer class as future potential customers.

尽管中国还在持续调查,公司高层表示他们依旧认为中国会是百胜经济增长的首选机遇。各位管理人员都反复强调百胜在中国这半年表现很好,并指出中国正在长大的消费阶层会是未来潜在的顾客群体。

another plan to boost profits at yum is increasing margins by bringing on more franchises, through a mixture of refranchising and new restaurants. currently 90 percent of yum brands restaurants are franchised outside of china and india. by 2017, that percentage will jump to around 95 percent.

百胜集团另外一项增加利润的计划就是增开特许加盟店来提高收益,将直属店转为特许店的模式和新开餐馆混合在一起推广。目前,中国和印度以外的百胜特许加盟店的比例已经达到90%。到2017年,比例还将增至大约95%。

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