There is a chicken shortage in KFC! KFC sent an "official foul language" apology letter for not selling chickens: FCK!

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KFC prefers to sell good coffee and works harder to make coffee than chicken.

KFC temporarily closed more than 700 stores in the UK because the chicken was not delivered. Recently, more than 700 KFC stores in the UK had to close temporarily because there was no chicken. It is understood that this incident is due to some operational problems of its logistics service provider DHL, which eventually led to no chicken in KFC.

KFC sent an "official foul language" apology letter for not selling chickens: FCK! KFC, which caused a chicken shortage, sent a large "foul language" apology letter to hundreds of branches that had been sold without chickens by the distribution company DHL. There were three big words next to the empty family bucket: FCK! The following is written in ultra-small words: as a fried chicken restaurant but no chicken sold too bad, we sincerely apologize to you! Netizens praised: this idea is amazing!

KFC sent an "official foul language" apology letter for not selling chickens: FCK!

From Lu Han and Li Yuchun to Xue Zhiqian, tfboys, KFC have been following "fresh meat" and "flow" very closely, using very well. Recently launched a new product, K-Coffee sincere orange flavor latte, it is difficult to think of orange flavor mixed with coffee into a strange flavor. As a large fast food chain, is it feasible for KFC to sell coffee?

Tracing back to the first advertising film for KFC Coffee: in 2015, KFC began to sell coffee in China and used an advertisement to make fun of the high premium of traditional coffee shops, emphasizing that grinding is the last word for coffee sold at 10 yuan. the taste is always better than the environment.

KFC KFC is becoming more and more like a cafe.

In recent years, KFC's new restaurants show more and more diverse styles and designs, which tend to integrate local culture and become another landscape of the city while maintaining their own cultural characteristics. For consumers, the restaurant on the journey is not only the salvation of taste, but also can feel the customs and customs of different places from various details.

However, among the more than 4800 restaurants in China, KFC KFC is becoming more and more environmentally friendly, whether it is the ethnic Xianghe Road bus Shuttle Restaurant in Lijiang, Yunnan, or the Moziqiao LOL-themed restaurant in Chengdu. KFC is becoming more and more like a cafe.

Car Shuttle Restaurant, Xianghe Road, Lijiang, Yunnan

Why did KFC decide to sell coffee?

1. KFC's image has been frustrated and it is eager to change its image by relying on its new business.

If you look at KFC's transcripts over the past three years, you can better understand the difficulties faced by the catering giant and the background of the coffee business: the "quick chicken" incident in 2012, the outbreak of bird flu in the spring of 2013, and the "Fuxi Gate" in 2014. as a result, KFC's image plummeted and its sales in China suffered a huge blow, falling by as much as 20% in a single quarter.

In early 2014, in order to save the decline, KFC, on the one hand, drastically updated the menu and launched 15 new products (only two or three in the past); on the other hand, it used star endorsements for the first time, between Ko Zhendong and Chen Kun. It stirred up the competition of "who can represent KFC", and then at the end of August, it used the hot Qun Zhixian endorsement to suck finger original chicken, but even using the star effect. KFC's sales are still not satisfactory. Figures released in the third quarter of 2014 showed that same-store sales at KFC continued to decline, reaching 14%.

The sales figures were so ugly that Grandpa KFC was in a hurry and decided to sell coffee.

two。 With the rapid development of the coffee industry, KFC also wants a piece of the pie.

The fast food market in big cities may be becoming saturated, while coffee culture is becoming popular, which makes KFC smell the business opportunity in the bottleneck period. In this way, coffee may be a breakthrough for KFC, and the commendable thing is that coffee is not as vulnerable to food safety as meat products such as hamburgers.

How does KFC sell coffee?

KFC has set the price of its freshly ground coffee at 10 yuan, which just misses the price of McDonald's McCoffee, its main competitor in the freshly ground coffee market, which is about 20 yuan (less than 15 yuan) and Starbucks 30 yuan.

As for the storefront, KFC has also carried out some reforms. in some cities such as Beijing, the newly opened KFC stores no longer use bright, appetite-boosting red, but are replaced by black, beige and gray, which feel more "advanced". Calmer and more fashionable colors replace, after all, no one wants to drink a cup of freshly ground coffee quickly in a fast-food restaurant. KFC also offers free WIFI services to consumers, which is different from the fast food culture that usually makes money from the turnaround rate.

However, for the publicity with KFC, I have to say that it is still frightened by the advertisements in the subway that "I just want to make a good cup of coffee quietly". It turns out that quiet can be so different.

Who do you sell KFC coffee to?

Relatively low prices and higher quality protection are the positioning of KFC freshly ground coffee in China, and this time their challenge is not directed at Starbucks, but at a lower end of the market than Starbucks. With the help of the coffee business, building a high-end business is KFC's next goal, and urban white-collar workers are also a group of customers that KFC hopes to find back in the future.

However, although China's coffee culture has gradually taken shape over the years, it is also a bit difficult for KFC and a number of brands to seize the market for a traditional fast-food chain giant. Coffee drinks in the same atmosphere. Let's take a look at KFC's freshly ground coffee, paired with hamburger fries. No matter how much quality is emphasized, it is like a fast food accessory, but the coke in the hamburger package is replaced by coffee and served in your hand. I feel like it's still instant.

Let's take a look at these measures of KFC. The store decoration has been upgraded, offering WIFI, and selling coffee. It all looks like McCoffee of McDonald's has done for several years. Can this battle of KFC turn around smoothly?