China Food

KFC has launched Chinese breakfast for the 20th year. This time, it will have all its firepower!

In order to firmly grasp the “Chinese stomach”, KFC’s Chinese menu has been updated again. This time, the fire is full again.

Recently, in the 20th year of the launch of Chinese breakfast, KFC restaurant has transformed itself into a noodle restaurant, inviting consumers to “eat noodles and wordy powder” and claiming to open a “full of vitality” day for everyone.

 

It is understood that as a new series of the “good morning city flavor” project, the “China on every side” activity has been limited to listing in the country since April 18. This time the play is also very different. According to the early evaluation of local consumers’ preferences, KFC restaurants have successively selected one of the three new breakfast products, including beef rice noodles, scallion oil noodles and beef hot and dry noodles, and limited it to the market.

主攻粉面品类

 

Pasta is an important category of Chinese breakfast. However, China has a vast territory and abundant resources. Local customs and food culture have their own characteristics. Pasta is reflected in local pasta snacks with different flavors and varieties.

 

In this complex “multiple choice question”, according to the love and acceptance of consumers across the country and the difficulty of the “subject” of product research and development, KFC selected three types of beef hot and dry noodles, scallion oil noodles and beef rice noodles, and handed over a new answer in the research of taste.

 

Hot and dry noodles are the “old face” in this new product. In January last year, as KFC’s first “noodle” product, hot and dry noodles were sold in restaurants in Wuhan. Since then, KFC has continued to be optimistic about the popular hot and dry noodles, not only entering restaurants in Jiangxi, Shenzhen and other places, but also trying to limit the listing nationwide.

  

Such a high heat comes from the success of reproducing the authentic taste. Xiaoshidai has previously introduced that its raw materials use authentic alkaline water to ensure the “smooth and strong taste”. When selling, it uses hot water to scald the noodles. Finally, it uses sesame paste to mix the noodles and sprinkle with crispy and fragrant diced radish.

In this upgrade, KFC added spiced stewed beef. This time, KFC restaurants in Hubei, Tianjin and other places will continue to market this beef hot and dry noodles.

 

Noodles mixed with scallion oil is the second pasta this time, and it is also the simplest Chinese famous snack. As a representative of Shanghai style pasta, it contains the aesthetics and life wisdom of Shanghai people.

 

Gourmets judge a bowl of good scallion noodles by “well cooked scallion oil, moderate seasoning and strong noodles”. Reliving the taste memory of Taoke makes this seemingly simple snack not simple under the interpretation of KFC.

From the “soul” of the noodles mixed with scallion oil, KFC’s practice is to cook the scallions carefully and slowly with a small fire. The scallions are fried yellow and sweet, and the oil is filled with the essence of scallion essence. At the same time, after the seasoning and topping are ready, add Jindao fine noodles at this time. Therefore, a bowl of noodles mixed with scallion oil realizes the “color, aroma and taste” pursued by gourmets, that is, sauce red noodles and burnt yellow scallion leaves; Noodles, soy sauce, oil and scallion; Sauce, oil, onion, fresh and light sweet.

 

Although scallion oil noodles are often regarded as a unique emotion symbol of Shanghai people, they are also well-known and loved all over the country.

 

This time, KFC restaurants in nine regions launched scallion noodles. Surprisingly, in addition to the common areas in Jiangsu, Zhejiang, Shanghai and surrounding areas, KFC restaurants in Shandong, Shaanxi and Fujian are the key areas to promote scallion oil noodles this time.

 

Beef rice flour is the only kind of flour in this new product, which is intended to reproduce the taste of Hunan rice flour. This time, in order to present a bowl of authentic Hunan rice noodles, KFC made great efforts in soup, powder, code, small materials and so on.

This hot bowl of Hunan rice noodles also gives many markets confidence in promotion. KFC restaurants in 9 regions, including Yunnan, Guizhou, Beijing, Heilongjiang, Guangdong, Liaoji, Henan, Hunan and Sichuan, all offer this bowl of Hunan rice noodles to local consumers.

 

The high enthusiasm of the people all over the country for “wordy powder” is also related to the universality and addiction of spicy flavor. Cbndata’s 2021 annual observation of offline consumer market points out that regional noodles with salty and spicy taste have more cross regional expansion ability. According to meituan statistics, among consumers’ favorite tastes, spicy flavor also tops the list with 41.8%.

 

“滚烫”的粉面

 

At present, the degree of branding, standardization and informatization of Chinese flour snacks is still low.

According to the 2021 data of red meal brand research institute, since the development of the noodle market, the number of noodle restaurants in China has been conservatively estimated at about 400000. However, among the 1225 flour brands included by red meal brand research institute, more than 70% of the brand stores are within 50, and few brands with more than 500 stores.

 

However, in recent years, flour snacks are ushering in a powerful “new force”, and the transformation of flour is becoming hotter and hotter. According to the 2021 white paper on China’s catering brand strength issued by the red meal brand research institute, powdered noodles has become one of the hottest catering tracks in the past year. In 2021, the powdered flour track ushered in an unprecedented capital heat, with more than 25 investment and financing events, three times higher than that in 2020.

 

KFC, one of the important forces of the chain catering, entered the flour track, and its influence is self-evident, that is, the unique competitive advantage, the upgrading and transformation that can be brought to the category, and the demonstration role.

 

First of all, KFC’s powerful food safety system will greatly meet consumers’ food safety requirements for noodles. KFC is one of the brands operated by Yum! In order to prevent potential risks in the food supply chain, yum! China has combined years of management experience and applied innovative intelligent technology to create a unique food safety risk management system to fully ensure food safety.

 

Secondly, KFC is more competitive in price with the staggered peak layout of the “flour upstart” brand. Noodle brands focus on high-end communities and business districts. The positioning of their main lunch and dinner scenes also makes their product pricing generally high.

According to the data of Bailian intelligence, among the 30 flour brands with the highest proportion of high-end business district stores in 2021, about 87% of the average customer unit price of stores is higher than 20 yuan, 60% is higher than 30 yuan, and 17% of brands are higher than 50 yuan.

 

AI media catering Research Institute released the “insight report on the industry trend and consumer behavior of new Chinese noodle restaurants in the first half of 2021”, which shows that in terms of consumer prices, nearly 90% of respondents spend less than 50 yuan per time in noodle restaurants, of which the crowd of 16-30 yuan is the most, accounting for 43.9%.

In the theme menu of “every side is China”, the price of new products and corresponding packages is between 11-21 yuan, with an average price of 15.3 yuan. The price is within the tolerance of ordinary consumers and is expected to win the love of more consumers.

 

Finally, KFC’s strong store network has also planted wings for the national expansion of local noodles. By the end of 2021, the total number of KFC restaurants had reached 8168. Such a strong national store network means higher dining convenience and brand trust for consumers.

In the past, if a consumer in Tianjin was greedy for authentic Wuhan hot and dry noodles, he often had to rely on the recommendation of acquaintances or do his homework to find a local authentic hot and dry noodle restaurant. Now, when visiting KFC’s local breakfast restaurant during the promotion period, the consumer can taste the more authentic and cost-effective Wuhan hot and dry noodles. Therefore, Wuhan hot and dry noodles have gone further.

  

本地化定制化再提速

 

The incoming flour category is one of the epitomes of KFC’s adherence to the localization and customization breakfast strategy for many years. In recent years, KFC has quickly conquered many categories in the development of Chinese breakfast categories.

 

In May last year, KFC launched the “Zhiwei Xiaolong”, a small dumpling product that cooperates with the century old brand “zhiweiguan”, in some restaurants in Hangzhou, Wenzhou and Shaoxing; Then in July, KFC launched the “Tongli meat swallow” jointly with local time-honored brands in Fuzhou and Xiamen; In September, Hu spicy soup appeared in all KFC restaurants selling breakfast in Henan Province; In January this year, the signature product of the century old vegetarian brand “Chunfeng Songyue building” appeared in some KFC restaurants in Shanghai.

KFC breakfast “Hu spicy soup”

 

The considerable growth of breakfast market comes from the large-scale exploration and localization of breakfast market. At the same time, after years of exploration, KFC’s localized customized breakfast development project has also formed its own methodology, implementing the principle of two modes in parallel and “walking on two legs”.

The first mode is the “bottom-up” promotion mode, that is, several products are developed by various markets for the national market to choose a product more suitable for their own market. This is the case of the theme promotion activity of “every side is China”. The second mode is the “top-down” promotion mode, that is, take good regional products back to the headquarters to continue research and development, launch more innovative flavors and promote them nationwide.

 

Since the launch of Chinese breakfast in 2002, KFC has gone through 20 years. In addition to Western fast food such as fried chicken, hamburger and French fries, the frequent emergence of Chinese snacks such as fried dough sticks, soybean milk, steamed stuffed buns and hot and dry noodles has also created a grounded and localized friendly brand image for KFC.

Of course, it means more than that. Consumers love KFC because it is more and more “inclusive”. Which Chinese snack category will KFC “transform” in the future? Let’s wait and see.

Pay attention to “snack generation” (wechat: foodinc) “and reply to” KFC “to see the wonderful news.

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