洋品牌的中国生意经

百胜餐饮集团

    在中国，人们一提到百胜餐饮集团（Yum! Brands），通常都会想到肯德基（KFC）。而实际上，另外一家百胜连锁餐厅必胜客（Pizza Hut）过去三年在中国市场的同店销售额也实现了两位数增长。去年，必胜客在中国新开了200家必胜客休闲餐厅（至第一季度末，在中国的门店总数已经接近900家），足迹已经遍及除西藏外中国其他各省的200多个城市。

    必胜客在美国的主要业务是外卖，而中国的必胜客休闲餐厅则主要提供餐厅堂食。百胜集团投资者关系副总裁史蒂夫•施密特称：“餐厅的定位是提供‘最好的西式休闲用餐体验。’我们不会刻意追求当地的用餐体验，但必须注重当地人的偏好。”公司在中国的外卖业务必胜宅急送（Pizza Hut Home Service）依然是一个新兴品牌。

    这家公司每年对25%的菜品进行两次调整。除了披萨和意大利面外，其他食品还包括法式蜗牛等开胃菜、牛排等正餐，以及其他各种米饭类视频。堂食中披萨仅占销售额的30%，而在美国则占到70%。而且中国餐厅披萨的馅料以海鲜为主——比如大西洋鲑鱼披萨或芝心大虾披萨。此外，百胜也在尽量将餐厅全天利用起来。公司推出的下午茶很受欢迎，而且目前正在尝试西式早餐。

Yum Brands

    KFC is normally the focus when it comes to Yum! Brands' presence in China. But Pizza Hut, another Yum! chain, has seen same store sales grow at double digit rates the last three years in the market. The company opened 200 Pizza Hut Casual Dining restaurants in China last year (at the end of the first quarter there were nearly 900 total in the country) and is in more than 200 cities and every province except Tibet.

    While in the U.S. the majority of business is takeout and delivery, China's Pizza Hut Casual Dining is all about the sit-down meal. "It's positioned as 'the best western casual dining experience,'" says Steve Schmitt, Yum! Brands vice president of investor relations. "We don't go for a local type experience, but it's skewed toward local preferences." The delivery arm in China, Pizza Hut Home Service, is still an emerging brand there.

    The broad menu in China sees 25% of its items change twice a year. In addition to pizza and pasta, offerings include appetizers like escargot, entrees such as steak, and a selection of rice dishes. Pizza at the sit-down locations makes up 30% of sales, versus 70% in the U.S., with toppings focused more on seafood--Atlantic Salmon pizza or Stuffed Crust Jumbo Shrimp Crown pizza. Yum! is also working on utilizing the restaurants all day. Tea time is big, and the company is testing western-style breakfasts.