• 简谈FastToo试述Fast试述to试述Control!毕业论文格式设置

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论文导读:

  After establishing the first restaurant in Beijing in 1987, Kentucky Fried Chicken (KFC) finally“tasted” the crisis in China in over 20 years.

  According to the official website of KFC China, the U.S. fast food chain retailer had established over 4,200 restaurants in 800 cities of China by the end of 2012. It is the largest and fastest growing catering chain enterprise. However, behind the growing size, KFC is really having a hard time in China.

  Its parent company Yum announced that the bird flu has caused a 29% drop in the same store sales in China in April and KFC’s same store sales dropped 36%. In May, the same store sales of KFC further dropped 19%.

  Though Yum reiterated that KFC would return to the path of growth in China in the fourth quarter, but there are opinions saying that Yum’s expansion in China might reach its ceiling and the number of KFC’s restaurants might be maintained at 4,500 or smaller in the next three or four years.

   The influence of bird flu

  In January 2013, CCTV made an undercover survey into the feeding base of KFC in China and reported the scandal of “fast growing chicken”. The report said that many chickens sold by KFC were hastened in maturation by hormones. KFC made an official apology about this and promised not to use the hormone-driven chicken again.

  After the scandal of “fast growing chicken”, the bird flu was also

摘自:毕业论文答辩http://www.swuzs.com

blamed for the recent underperformance of KFC in China.

  Yum said that the bird flu began to cast a shadow over KFC’s sales from the first week of April, as its poultry-based food – fried chicken included – met the decreasing demand. This ultimately led to the dramatic decrease of the same store sales of both Yum and KFC.

  But the drop did not start in April. A month before that, Yum’s same store sales dropped 13% while KFC’s figure dropped 16%.

  The Chinese market is an important growth point for Yum’s global strategy. In 2012, the revenue in China amounted to US$6.9 billion and the Chinese market took 50.6% of the total income.

  Its financial report showed that Yum China had 5,275 restaurants of KFC, Pizza Hut and Oriental Dawn in 2012, up 17% from a year before.

  The analysts said that Yum oversped itself in establishing new restaurants in China in the past ten years and the pace is taking on an increasing trend. Presently, KFC is faster than its biggest rival McDonald’s – KFC’s number of restaurants in China is three times as big as McDonald’s now.