Core Viewpoint - KFC is expanding its drive-thru service despite challenges in implementation, aiming to compete with rivals like McDonald's and local brands in a highly competitive fast-food market [17][22]. Group 1: Drive-Thru Service Challenges - Some KFC locations are not designed for efficient drive-thru service, leading to employees waiting outside to hand over orders, which complicates the process for both staff and customers [3][10][20]. - Customers often face issues with poorly designed drive-thru lanes, causing delays and confusion during the pick-up process [11][14][16]. - The drive-thru service has been described as "slow pick-up" due to various logistical challenges, including the need for customers to navigate complex parking and pick-up routes [10][14][22]. Group 2: Expansion of Drive-Thru Service - KFC's drive-thru service has evolved to a 2.0 version, which includes street-side pick-up options, and is set to expand to nearly 5,000 locations by the end of 2024 [18][19]. - Despite the challenges, KFC is committed to promoting the drive-thru service as a competitive advantage in the fast-food market, particularly against McDonald's and local competitors [22]. Group 3: Consumer Behavior and Market Position - The demand for drive-thru services in China is questioned, as many consumers do not prefer to eat in their cars, leading to low order volumes at some locations [21][22]. - KFC's strategy appears to be driven by the need to maintain market share in an increasingly competitive environment, where even small advantages are deemed valuable [22].
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