【精品】shanghai city plan 2012- All v5.pptx

Dec 9th, 2011;Bigger;Shanghai customers are keen on value, convenience and lifestyle, fitting the profile targeted by our strategies;Despite strong competition and store number less than half of KFC, Shanghai McDonald’s has managed to lead in market share;We have seen steady uplift in AUV and turned profit positive since 2007…;…however, new store opening lags behind other key cities besides smaller base…;…and due to high rental/labor/ads costs and suboptimal store portfolio, profitability is still challenging;DESTINATION 2015;;With the implementation of PTW, we aspire to evolve our PL like this…;Bigger Better Faster Accelerating opening balanced with quality;Based on Oct YTD results, we are mainly behind on store opening while hitting the other targets;What worked;What didn’t work – can’t open enough new stores vs. plan;What didn’t work – openings in Dec may not meet base sales targets;200;;Every type of stores contribute to the portfolio but specialty/metro and DT seem to best balance between scale, short term gains and long term growth;First priority – metro ;2011;We have 14 metro stores*… ;…and most of them are doing well but we have learned our lessons too;Case study - Cao Yang Qing Gui – high metro traffic at zero distance;Metro stores are of relatively lower risk in terms of EVA and stability;;Next time we show you this map, more flags (high priority metro stations) will be converted into M;First priority – DT ;Car ownership has continued to increase in Shanghai ;26 high priority DT MMs, including 11 new major developments* and 8 major highways, offer opportunities to open DT to meet unique customer needs;DT enables us to not only open stores in the suburb due to bigger TA size but also dominate KFC there due to our competitive edge on DT;Most existing DTs were not done right and thus perform poorly…;…but we do have Wai Gao Qiao, turning into a performing DT store…;…and we are confident GSFS DTs generated from 6M process will perform ;;;Specialty (including m