KFC enters the coffee market more than 140 KFC restaurants in Shenzhen sell freshly ground coffee

Reporter Zhang Huihui reported: from January 26, KFC has launched a series of freshly ground coffee products in more than 140 restaurants in Shenzhen, and the price is set at 10 yuan. This is the fourth city to open after Shanghai, Beijing and Guangzhou. At present, KFC has launched more than 900 freshly ground coffee restaurants.

The reporter saw in the Vientiane City KFC restaurant that KFC's freshly ground coffee did not set up an independent selling counter, and the price of coffee products was above the ordering counter. Among the six coffee products offered by KFC, the cheapest American coffee is only 10 yuan per cup, while the most expensive product is only 19 yuan, which is obviously very competitive. 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, as early as 2009, freshly ground coffee appeared in KFC restaurants in Shanghai, Beijing and other places. KFC quietly tries different coffee beans, coffee machines and different processes, and has been groping for the good cup of coffee that best represents KFC's contribution to consumers. 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. Finally, consumer research and sales data show that using 100% Arabica coffee beans, each cup is a freshly ground coffee series, with fresh and freshly ground quality raw materials, rich and smooth taste and excellent performance-to-price ratio, has won the preference of consumers. So now this good cup of coffee launched by KFC is the result of the vote of consumers' tongues.

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.