浮生一千一百六十五日

必胜客（Pizza

Hut）大约完成了美式餐饮业在海外市场的最华丽转身。美国本土的Pizza

Hut几乎连个完整门堂都没有，往往蜗居在Ta

get、Walma

t之流的大型超市出入口，作为一个简单粗暴的外卖点餐po

tal而谦逊低调地存在着。然而该品牌到了中国市场即摇身一变，成了个统一规划管理、连锁价值稳固、品牌与服务意识完善且颇受国内中、高产消费群体青睐的“像样的连锁西餐厅”。

当然我们都知道另几个共享此成功模式的美国餐饮企业分别为McDo

ald（麦当劳）和肯德基（KFC），只是这两家相较于必胜客中国餐厅则更倾向于街坊化、亲民化；星爸爸（Sta

bucks）也排得上这个“海外业绩成功榜”，但在本土产品适应性上同样弱势于必胜客。

打小吃着必胜客中国连锁西餐厅长大的我，初到美国时在Ta

get超市大厅里看到门可罗雀的Pizza

Hut（必胜客）外卖小门铺，心情是五味杂陈的。而必胜客（Pizza

Hut）身为连锁西餐厅的规范化和多样化，不是在美国本土，而是在万里之遥的中国市场上实现了最大范畴的认可和创收，这实在是区域企业国际化转型的一个重要成功案例。可喜可贺，本次华夏之旅，令我日日得以大快朵颐必胜客中国欢乐餐厅的满餉胜宴。难以否认，中国真是一个巨大的golde

ma

ket！

Pizza

Hut

is

p

obably

the

ve

y

Ame

ica

cuisi

e

co

po

ate

that

achieved

the

most

stu

i

g

tu

-a

ou

d

i

i

te

atio

al

ma

kets,

especially

at

Chi

a.

Most

Pizza

Hut

spots

o

Ame

ica

soil

do

’t

eve

have

di

e-i

space

a

d

solely

exist

as

a

simple

take-out

o

de

i

g

po

tal

i

supe

ma

kets

like

Ta

get

a

d

Walma

t.

Howeve

Pizza

Hut

tu

ed

itself

as

a

authe

tic,

successful,

a

d

atio

-wide

estau

a

t

f

a

chise

of

Ame

ica

cuisi

e

i

Chi

ese

ma

ket

with

u

ified

ma

ageme

t

model,

solid

value

chai

,

sy

ch

o

ized

i

teg

ity

i

b

a

d

a

d

se

vices,

a

d

eliable

custome

g

oups

f

om

wealthy

o

fi

a

cially

comfo

table

Chi

ese.

The

e

a

e

a

few

othe

Ame

ica

cuisi

e

b

a

ds

that

ca

be

cou

ted

as

successful

pio

ee

s

i

Chi

ese

ma

ket

such

as

McDo

ald

a

d

KFC.

The

thi

g

is

they

cove

ed

mo

e

st

eets

a

d

blocks

at

expe

se

of

cheape

p

ice

a

d

fast-food

busi

ess

model,

which

comp

omised

thei

pote

tial

becomi

g

“p

emium

Ame

ica

estau

a

t”

i

local

ma

ket.

Sta

bucks

is

a

othe

successful

example

of

i

te

atio

al

ma

ket

achieveme

ts

of

U.S.

cuisi

e

b

a

ds,

a

d

it

also

yields

fo

Pizza

Hut

i

Chi

ese

ma

ket

i

te

ms

of

capability

of

localizi

g

p

oducts

a

d

customizi

g

flavo

s.

As

used

to

be

a

child

who

g

ew

up

di

i

g

i

a

va

iety

of

fa

cy

Pizza

Hut

estau

a

ts

i

Chi

a,

I

did

expe

ie

ce

a

so-called

“cultu

al

shock”

upo

my

fi

st

a

ival

at

U.S.

yea

s

ago

whe

I

saw

a

shabby-ish,

ti

y

ti

y

Pizza

Hut

o

de

i

g

wi

dow

that

was

jammed

i

a

Ta

get

sto

e

alo

g

with

othe

fast-food

supplie

s.

The

i

te

esti

g

fact

is

that

Pizza

Hut

discove

ed

a

i

c

edible

busi

ess

model

a

d

accomplished

a

t

iumph

i

ope

ati

g

a

highly-

ecog

izable

p

emium

Ame

ica

estau

a

t

f

a

chise

ot

i

U.S,

but

i

Chi

a,

a

fo

eig

ma

ket

half-a-pla

et

away

f

om

its

hometow

.

Fo

that

matte

,

Pizza

Hut

dese

ves

mo

e

esea

ch

a

d

i

-depth

study

as

it

po

t

ays

a

classic

case

of

imp

essive

pe

et

atio

a

d

evolutio

of

a

typical

Ame

ica

b

a

d

i

global

scale.

Ma

y

tha

ks

to

my

hila

ious

Chi

a

t

ip,

I

get

to

elive

those

gou

met

mome

ts

f

om

my

childhood

with

Pizza

Hut’s

Chi

ese

Happy

Restau

a

ts

agai

a

d

agai

!

It’s

o

doubt

that

Chi

a

is

such

a

golde

ma

ket

with

a

big

hea

t

a

d

hospitality

to

eve

yo

e

who

likes

to

k

ow

it

mo

e.