KFC's focus on the coffee market is a killer's mace.

Since January, KFC has launched a series of freshly ground coffee products in more than 300 restaurants in Beijing, and the price is set at 10 yuan. This is the second city in Shanghai to open since it went on sale in early November 2014, but there are more than 600 restaurants where consumers can enjoy such an affordable cup of freshly ground coffee.

In 2015, KFC will launch freshly ground coffee series in 1000 restaurants in no less than 20 cities, according to he Yong, vice president of brand planning. In fact, KFC has been watching the changes in the coffee market for several years. If there are careful consumers, they will find that freshly ground coffee has been seen in KFC restaurants in Shanghai, Beijing and other places since 2009. KFC is quietly trying different coffee beans, coffee machines and different processes, and has been groping for the good cup of coffee that best represents KFC's desire to offer to consumers. During this period, KFC has launched at least four series of coffee products. The most "tangled" choice is to make a decision between a flower-drawn series with a beautiful appearance and a fresh grinding series with a well-balanced flavor. After a number of consumer tests, including concept testing and blind taste testing, KFC selected similar restaurants from Beijing and Shanghai in May 2013 to conduct simultaneous testing of the two product lines, allowing consumers to make a choice. Subsequent consumer research and sales data show that the freshly ground coffee series has won the preference of consumers because of its fresh and ground high-quality raw materials, rich and smooth taste and excellent performance-to-price ratio. So now this good cup of coffee launched by KFC is the result of the vote of consumers' tongues.

The freshly ground coffee series launched by KFC uses 100% Arabica coffee beans, each cup is ground on the spot, with appropriate grinding fineness, extraction time and water temperature to preserve the mellow aroma of coffee beans. The key is that KFC has set the price of such a good cup of freshly ground coffee at 10 yuan, which is obviously competitive compared with the market price of similar coffee.

KFC did not offer other gimmicks for the coffee series this time. According to he Yong, it is to let consumers drink a cup of pure good coffee. Moreover, since 2014, KFC has launched a new restaurant with "Dining Room" as its design concept, abandoning the traditional style of fast food and creating a "restaurant at home" with custom hanging pictures, drooping downlights, green partitions and long bars, creating a comfortable dining environment for consumers. In such a restaurant, you can enjoy a cup of freshly ground coffee with such a high performance-to-price ratio. I believe that consumers have their own judgment and choice.

He Yong revealed that by the end of 2014, KFC had opened more than 370 new concept restaurants across the country. All the new KFC restaurants opened in 2015 will adopt new ideas, and the transformation of old restaurants will be accelerated.

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