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肯德基进击平民咖啡市场竞争麦当劳、星巴克

國外大街小巷的統統都是咖啡的身影，在咱們國家咖啡價格仍然偏高，仍是屬于一種頗有格調的飲品。星巴克和麥當勞的價格均在20以上，因爲價格問題把一大波群體排擠在消費圈外。現在肯德基決定打破這這個圈子了！跟小編看看肯德基是如何改變的。

1月16日，肯德基方面向《第一財經日報》記者透露，肯德基將全面發力咖啡市場。據肯德基品牌企劃副總裁何勇介紹，2015年，肯德基將在不少于20個城市的1000家餐廳陸續推出現磨咖啡系列。

隨著咖啡市場日益火爆，近年來，麥當勞、哈根達斯等品牌先後進入咖啡市場。肯德基將其現磨咖啡價格定在10元起，這樣的價格剛剛好錯開了現磨咖啡市場主要競爭對手麥當勞旗下麥咖啡的20元左右的價位(少部分15元以下)、以及星巴克30元左右的價位。

近年來，中國咖啡市場開始爆發。英國《金融時報》一組數據指出，相比全球咖啡飲用量2%的增速，中國的咖啡飲用量則以每年約15%的幅度快速增長，是全球增速的7倍之多。

事实上，随着咖啡市场在中国爆发，特别是星巴克在中国火爆起来后，麦当劳、肯德基等众多洋餐饮企业开始觊觎该市场。2009年，麦当劳将麦咖啡这一咖啡业务品牌引入中国内地市场，这一时间点虽然比星巴克入华迟了足足10年，但借助与麦当劳门店紧密结合的优势，麦咖啡在短短五年间门店规模已达到661家，成为麦当劳在中国的业绩新增长点。》》教你蛋糕房营销实战经验，引爆客流量，点我进入焙友商学院！

作爲後來者的麥咖啡除了價位上略低于星巴克、COSTA等咖啡品牌，也以主推專業咖啡師的方式突出品牌特點。很好錯開了與星巴克的競爭。麥當勞相關負責人向記者表示，目前麥咖啡在中國大陸的門店數已經超過800家，逼近星巴克目前在華門店數。

而肯德基早在2009年开始就测试咖啡产品，先在上海、北京等地的部分肯德基餐厅低调试水现磨咖啡，最终于2014年11月初在上海尝试大面积开卖现磨咖啡。随后，2015年1月12日起，肯德基在北京超过300家餐厅开卖现磨咖啡系列产品，并开始向全国肯德基餐厅推出。目前提供现磨咖啡的肯德基餐厅数量已经超过了600家。据悉，哈根达斯去年年底也进军咖啡市场，餐饮市场已然掀起一场咖啡大战。

小編友情提醒：各位甜品店老板看完這篇文章，你有想到自家咖啡的價格定位嗎？你內心有波動嗎？肯德基都推出屬于自己的平民價現磨咖啡，那麽我們是否有自己的一款主打産品來拉攏消費者的心呢？以消費者的需求出發，做不到與大品牌硬碰硬，那麽我們走出自己的個性也是一條路。我們焙友商學院會努力爲大家量身打造您獨家的經營模式。現金時代，要不個性，要不淹沒在隨波逐流中，您選哪種？焙友商學院靜候明智的你哦~

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更多資訊：

》》》餅幹市場百花齊放，進口餅幹齊頭並進

》》》蛋糕冬天穿什么冰灯蛋糕

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"We walked by the side of our teams or behind the wagons, we slept on the ground at night, we did our own cooking, we washed our knives by sticking them into the ground rapidly a few times, and we washed our plates with sand and wisps of grass. When we stopped, we arranged our wagons in a circle, and thus formed a 'corral,' or yard, where we drove our oxen to yoke them up. And the corral was often very useful as a fort, or camp, for defending ourselves against the Indians. Do you see that little hollow down there?" he asked, pointing to a depression in the ground a short distance to the right of the train. "Well, in that hollow our wagon-train was kept three days and nights by the Indians. Three days and nights they stayed around, and made several attacks. Two of our men were killed and three were wounded by their arrows, and others had narrow escapes. One arrow hit me on the throat, but I was saved by the knot of my neckerchief, and the point only tore the skin a little. Since that time I have always had a fondness for large neckties. I don't know how many of the Indians we killed, as they carried off their dead and wounded, to save them from being scalped. Next to getting the scalps of their enemies, the most important thing with the Indians is to save their own. We had several fights during our journey, but that one was the worst. Once a little party of us were surrounded in a small 'wallow,' and had a tough time to defend ourselves successfully. Luckily for us, the Indians had no fire-arms then, and their bows and arrows were no match for our rifles. Nowadays they are well armed, but there are[Pg 41] not so many of them, and they are not inclined to trouble the railway trains. They used to do a great deal of mischief in the old times, and many a poor fellow has been killed by them." The boys looked in the direction indicated, but could see nothing. This is not surprising, when we remember that sailors' eyes are accustomed to great distances, and can frequently see objects distinctly long before landsmen can make them out. Mr. Charlton's melancholy eyes seemed to be fixed on space. Just for the moment he had forgotten that he was not alone. Lawrence gave a sympathetic cough. As a matter of fact, he had not yet explained what he was doing there, and the longer the explanation was postponed the better he would be pleased. "You see our patient has gone," Balmayne said smoothly. "As a matter of fact, the whole thing was a ridiculous mistake. But you must not blame us. The blame is due to the charming young lady who sent for you. But that is one of the drawbacks of your noble profession. Goodnight." In one of the inmost circles, a sacred elephant had gone must, breaking his ropes, and confined now by only one leg. The chains fastened round his feet as soon as he showed the first symptoms of madness were lying broken in heaps on the ground. The brute had demolished the walls of his stable and then two sheds that happened to be in his way; now he was stamping a dance, every muscle in incessant motion, half swallowing his trunk, flinging straw in every direction, and finally heaping it on his head. A mob of people stood gazing from a distance, laughing at his heavy, clumsy movements; at the least step forward they[Pg 113] huddled back to fly, extending the circle, but still staring at the patient. In an adjoining stable were two more elephants very well cared for, the V neatly painted in red and white on their trunks, quietly eating and turning round only at the bidding of the driver; but one of them shed tears. The rajah's sleeping-room has at one end a dais ascended by three steps; here the sovereign's bed used to be spread; and here, now, the judges of the Supreme Court have their seats. In the middle of the room was a confused array of benches and tables, and against the walls, also washed with yellow, hung a series of portraits of bewigged worthies. No new clues offered themselves. He detached one of the hard, adhering chunks of gum and dropped it into his pocket, “just in case,” he said, half-grinning, “just in case they transfer themselves somewhere else. I’ll leave twenty-nine of them—and see.” The Lieutenant and Si and Shorty tried to make themselves believe that the noise was receding, showing that the rebels were being driven. At times it certainly was so, and then again it would burst out, Naturally, the boys were big-eyed all the time with the sights that filled the landscape near and far. Wherever they looked they were astonished, and when in a march they came out on a crest that commanded a wide view, they could not help halting, to drink all its wonders in. Even the experienced Si and Shorty were as full of amazement as they, and watched with fascination the spectacle of mighty preparation and concentrated power. "It has a great deal to do with this lecture with which you have favored us," answered the Major dryly. "But we'll not discuss that in open court. Are you through with the witness, Judge-Advocate? If so, call the next." "But I'm not going to leave you alone to brood," Albin said. "Because I'm your friend. And brooding isn't good for you. It's brooding that's got you into such a state—where you worry about growing things, for God's sake, and about freedom and silly things like that." Albin grinned. "What you've got to do is stop worrying, and I know how to get you to do that, kiddo. I really do." "Where may I learn the others?" But Gornom didn't answer, and Cadnan's breathing-space was over. He had to be back at the board, pushing buttons, watching carefully. Gornom stood behind him, peering over his shoulder with a cloudy eye. Neither said a word until the new spell of work was over. Then Cadnan repeated his question. He had become separated from the other searchers, and was alone on the west side of the Moor. The wind barked and howled, hurling itself upon him as he stood, beating his face with hail, which hissed into the dead tangles of the heather, while the stripped thorns yapped and rattled, and the bushes roared. So great was the tumult that he seemed to fall into it like a stone into a wave—it passed over him, round him, seemed even to pass under him, he was hardly conscious of the solid ground. The blackness was impenetrable, save where his lantern stained it with a yellow smudge. He shouted, but his voice perished in the din—it seemed as if his whole man, sight, voice, hearing, and sensation, was blurring into the storm, as if Boarzell had swamped him at last, made him merely one of its hundred voices, mocking the manhood which had tried so much against its earth. 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