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为什么在美国Chick-fil-A打败了其他所有快餐连锁

  • 2016-10-13 17:09:45
  • 来源: 开店邦
  • 作者: 投研部

Chick-fil-A正在主宰快餐行业。

The company generates more revenue per restaurant than any other fast-food chain in the US, according to QSR magazine.

Chick-fil-A's average sales per restaurant in 2015 were $3.9 million. Its fried-chicken competitor KFC sold about $1 million per restaurant that year.

根据快餐业杂志数据,在美国,这家公司单店收入超过其他任意一家快餐连锁。2015年Chick-fil-A单店平均销售额为390万美元。而同年它的炸鸡竞争对手KFC单店平均约100万美元。

The sub chain Jason's Deli ranked a distant second with $2.7 million in per-restaurant sales, followed by Whataburger and McDonald's, each with $2.5 million in per-restaurant sales.

潜艇三明治连锁Jason’s Deli以单店270万美元远居其后第二位,随后为Whataburger和麦当劳,平均单店销售额250万美元。

So what is the secret to Chick-fil-A's success?

那么,什么是Chick-fil-A的成功的秘诀?

According to a new study from QSR and research firm SeeLevelHX, Chick-fil-A has the best drive-thru service of any of its competitors.

根据来自快餐业杂志和市场调查公司SeeLeveHX一份最新研究表明,Chick-fil-A与它任何一个竞争对手相比,有最好的驾驶通道服务

The chain scored the highest marks on employee politeness at the drive thru, according to the study, which compiled data from 2,000 visits to 15 fast-food chains.

根据这份研究,这家连锁在驾驶通道的员工礼貌方面得到最高的分数,数据收集由2000名访客在15家快餐连锁中体验得来。

Employees said "thank you," smiled, and had a pleasant demeanor during nine out of 10 visits.

在10个访客中的9个体验到员工微笑着说道“谢谢”,并且有良好的服务态度。

The chain also had the second-highest rate of accuracy at the drive thru. Chick-fil-A got orders right 95% of the time, which made it second only to Carl's Jr.'s accuracy rate of 97%.

这家连锁在驾驶通道的准确性方面也有第二高的分数。Chick-fil-A有95%的订单正确位列第二,仅次于Carl’s Jr.’s97%的准确率。

The only place where Chick-fil-A didn't rank highly was in speed of service.

Chick-fil-A唯一没有高排名的方面是在服务的速度上。

The average wait time at Chick-fil-A's drive thru is 4 minutes and 16 seconds, which is about 31 seconds longer than the average drive-thru wait time.

在Chick-fil-A驾驶通道的平均等待时间为4分16秒,比综合平均等待时间长约31秒。

The drive thru is an essential element to the fast-food business. It's estimated that 60% to 70% of fast-food chains' business comes through the outside car lanes.

驾驶通道是快餐企业的必须元素。预计有60%-70%的快餐连锁企业都在室外汽车通道中获得过成功。

One reason for Chick-fil-A's high scores on service is its face-to-face ordering process, in which employees stand outside and take drive-thru customers' orders using tablet computers.

That leaves less room for error and provides a more personable experience at the drive thru. It's also meant to speed up the ordering process.

Chick-fil-A在服务上的高评分的一个原因是它采用面对面下单的过程,员工站在外面并且使用平板电脑帮助驾驶通道顾客下单。

这种方式减少了下单过程中的出错空间并且提供更私人化的体验。这也是为了加快下单流程。

The strategy was started by local Chick-fil-A operators in Houston and it's now being rolled out nationwide, according to QSR.

根据快餐业杂志的消息,,这种策略由在Houston的运营者们提出和开始,并且现在已经在全国范围内推出。

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