浮生一千一百六十五日 - 玄坤异史记 - 口异天
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