Of course, just keeping up with hot spots is not enough. KFC is also good at making hot spots. For example, "Do you know it should be green, fat, red and thin?" aired not long ago, and KFC's new rose cake sells very well. Many people still remember the word-of-mouth slogan: whether you eat it or not, it should be crispy and delicious. A new product that can achieve this effect is every boss's dream, but few people know that KFC is implanted in the TV series.
Add forty or fifty a year, and develop one year in advance. Rose shortcake is not a case. Almost all the new products of KFC were developed more than half a year ago. Not long ago, KFC just added a new smooth sandwich fritters. Its supplier (KFC T 1 echelon supplier)-the R&D department of avant-garde central kitchen told reporters that they received the R&D demand from KFC last year.
The basic development will be one year ahead of schedule, at least half a year ahead of schedule, otherwise it is almost impossible to make it public as planned. The source told reporters that KFC has a strict product listing system, which takes half a year. In other words, now they are preparing to launch their products in the second half of the year or even next year. Members of KFC's original R&D team told reporters that there may be a process to develop new products to the market: KFC puts forward demand → supplier's R&D samples → KFC marketing department feedback (after strict market adjustment) → supplier adjustment → KFC product committee votes → (through) suppliers start mass production → delivery and transportation to stores.
A year-long research and development and strict new processes have ensured the new speed of KFC. Above, in addition to the products returned last year, KFC has also launched a total of 40 or 50 new products, with an average of four products a month, which will make 90% of restaurants understaffed. Many people have questions: Why are many new KFC products listed in a limited time? Why do some new products sell very high and will eventually be eliminated? This is actually a very important product strategy of KFC: products are divided into short-term and long-term products.
The goal of short-term products is to transfer funds. The profit structure is not necessarily the best, but it is fresh, current and can trigger consumers to buy impulsively. This is also called a hot new product. From the perspective of consumer psychology, consumers who eat 5-7 times in a row will basically get bored. Brands need to constantly create freshness and awaken customers' desire for consumption. This is also the reason why KFC is called the "new madman".