导读:自从山姆士上校重回顾客视线一年之后，肯德基的业务比前几年有所好转。 但是要想真正重现“昔日荣光”，肯德基还需要完成一件事：说服美国顾客购买它的食物。
One year after KFC brought back Colonel Sanders, business is better than it had been in years.
自从山姆士上校重回顾客视线一年之后，肯德基的业务比前几年有所好转。
But the chain needs to accomplish one thing if it wants to truly come back: persuade Americans to trust its food.
但是要想真正重现“昔日荣光”，肯德基还需要完成一件事：说服美国顾客购买它的食物。
"In the birthplace of this brand, KFC hasn’t done well in decades," KFC’s chief marketing officer, Kevin Hochman, told Business Insider during a visit to the chain’s Louisville, Kentucky, headquarters.
“过去几十年以来，肯德基在诞生地的生意并不红火，”肯德基的首席营销官凯文·霍赫曼在肯塔基州路易斯维尔参观总部时告诉《商业内幕》。
As the chain exploded internationally, sales stagnated and locations rapidly shuttered in the US. KFC has lost more than 1,200 restaurants in the US in the past 14 years, going from 5,472 locations in 2002 to 4,270 restaurants today.
随着连锁餐厅在全球的扩张，肯德基的销量一直停滞不前，在美国的地位也在迅速下降。过去14年，美国共有1200家肯德基餐厅倒闭，从2002年的5472家减少至现在的4270家
At the same time, business has been booming for its rival Chick-fil-A, which passed KFC as the No. 1 chicken chain in the US by sales in 2013 with half as many locations.
与此同时，竞争者福乐鸡迅速发展。虽然只有肯德基一半的店面，但是福乐鸡2013年的销量在美国排名第一。
Chick-fil-A restaurants sell three times as much as KFC locations — and it’s made the chicken chain No. 1 in the industry.
福乐鸡餐厅的销量是肯德基的三倍，成为第一大鸡肉快餐连锁店。
In 2014, Chick-fil-A’s average sales per restaurant were $3.1 million, the greatest of any fast-food chain in the US. In comparison, KFC sold $960,000 per restaurant that year.
2014年，福乐鸡每家餐厅的平均销售额为310万美元，在快餐连锁店中排名第一。相比之下，肯德基每家餐厅2014年的销售额仅为96万美元。
The reason for Chick-fil-A’s dominance is a mix of excellent food and superior customer service, according to many analysts.
很多分析家表示，福乐鸡之位居第一的原因在于其优质的食物和顾客服务。
The chain consistently ranks first in restaurant customer-service surveys, with customers raving about the restaurants’ cleanliness, quick, convenient service, and hardworking employees.
在餐厅的顾客服务调查中，福乐鸡一直名列第一，顾客对福乐鸡干净的卫生，快速便捷的服务和辛勤努力的员工都予以高度评价。
To turn business around, KFC last year turned to the man who started it all: Colonel Harland Sanders. The chain is now undergoing a "Re-colonelization," reinventing its menu, remodeling restaurants, and retraining employees across the US. Sales are rising, with growth every quarter since the colonel’s return.
为了扭转局面，肯德基去年重新启用山姆士上校的形象。现在，肯德基正在实施“回归上校”的战略计划：更换菜单，改造门店，并对美国的肯德基员工进行重新培训。自从山德士上校重回顾客视线之后，肯德基的销量每季度都在上涨。
