正准备重振旗鼓的肯德基

　　截图来自桑德斯上校(创始人)的一次新闻事件

　　KFC knows it has lost customers' trust. Now it is debuting a new program to win Americans back.

　　肯德基知道它已经失去了顾客的信任。而现在它正在开发新的项目来重新赢回美国市场。

　　"Customers were saying, 'Your food doesn't taste the same,'" Jason Marker, KFC's US president, said Monday in a press event. "We're not making the food the same way the Colonel had, and we're not making food in what he described as 'the hard way.' Today marks the end of that."

　　“顾客们经常说，'你们的食物味道吃起来已经不一样了，'”KFC美国区总裁在周一的报道中说道。“我们不是在用和上校一样的的方式来做食物并且我们不是在用像他描述的那种‘艰难的方式’在做食物。”

　　The chicken chain is undergoing a process it is calling "Re-Colonelization" — a public recommitment to quality involving employee retraining and a new satisfaction guarantee.

　　这家炸鸡连锁正在进行一个叫做“再上校化”的过程-公开的质量重新审核涉及到员工的培训和新的满意保障。

　　Effective immediately, if customers aren't satisfied with their KFC order, the restaurant will remake whatever aspect of their meal fell short.

　　短暂效果，如果顾客不满意他们在肯德基的点单，餐厅会记录下他们用餐中任何感到的不足。

　　The chain has rolled out an extensive "chicken mastery certification" program, spending more than 100,000 hours retraining more than 20,000 employees. The retraining involved 43 rallies across the US, attended by more than 97% of restaurant general managers. National training events were also held in every KFC location in the US.

　　这家连锁已经在开展“炸鸡资格证/明”项目，花费超过10万个小时重新培训超过2万名员工。这次重新培训包括美国的43次会议，超过97%的餐厅总经理出席。全国性培训活动也在美国的每个门店进行。

　　More broadly, KFC has been trying to turn business around by updating its restaurant design, with plans to remodel 3,000 locations in the next three years.

　　更明显的是，肯德基已经在尝试通过更新它们的餐厅设计使生意好转，并且计划在接下来三年里改进3000家门店。

　　Its Colonel-centric marketing campaign, launched in 2015, is another piece of the puzzle in presenting KFC as a brand that is in touch with its culinary roots. New menu items, such as theNashville hot chicken, have similarly emphasized the importance of creativity and well-crafted recipes.

　　在2015年推出的上校为中心的营销活动，将肯德基呈现为烹调为核心的品牌带有另外一丝困惑。新的菜单菜品，例如纳什维尔辣翅，都类似在强调创新和精心制作食谱的重要性.

　　KFC's domestic business has struggled in recent years, with Marker comparing the brand to a football team "that was once great." As rivals such as Chick-fil-A have exploded in the US, KFC hasn't been able to keep up with modern, fast-casual-influenced customer demands. According to KFC chief marketing officer Kevin Hochman, only two in five millennials have even visited the chain.

　　肯德基美国区业务近些年一直在努力，有人将这个品牌与足球队来比较，“曾经是伟大的。”竞争对手像Chick-fil-A已经在美国爆发，而肯德基已经不能够保持现代化，受快休闲的影响的客户需求。根据肯德基首席营销官Kevin Hochman统计，只有五分之二的千禧一代去过肯德基连锁。

　　"I think it's fair to say that we haven't been living up to the standards or the philosophy of Colonel Sanders himself," Marker said.

　　“我认为公平来讲我们没有达到Colonel Sanders他自己的标准或人生观，”Marker说。

　　The Re-Colonelization — and the repositioning of the Colonel as a figure of authenticity at the center of the brand — attempts to recalibrate KFC by returning to its roots. In an era when consumers are craving authenticity, the Re-Colonelization could be just what the brand needs to jump-start its business in the US.

　　再上校式和Colonel的重新定位作为品牌中心的可靠象征-通过重溯它的根本企图重新校正肯德基。在一个顾客渴望真实的时代，再上校式能够是品牌在美国挽回业务颓势所需要的。

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