Joey Wat
Analyst · Citigroup. Please ask your question
Thank you. Hello, everyone, and thank you for joining us today. At the close of our second year as an independently listed company, I'm pleased to report that we achieved profitable growth while continuing to build capabilities that will improve our long-term competitiveness and drive sustainable growth. First, I will give an overview of the quarter before providing more detail on our operational initiative for each of our core brands. We delivered our ninth consecutive quarter of system sales growth since we spun off from Yum! Brands, driven by accelerated new store openings and a strong performance from KFC. I'm also pleased to report that, for 2018, we delivered - on a reported currency and licensee adjusted basis, we delivered record revenue and operating profit in 2018. In 2018, we opened 819 stores. This is the second highest number of new stores in our 30 years history in China and an average of more than two restaurants per day. This expanded footprint extends our position as market leader and gives us a solid foundation for future growth. Thanks to a resilient business model, strong brand recognition and excellent execution, KFC recorded healthy growth across all city tiers in the fourth quarter, with system sales up 9%. While we are not satisfied by our same-store sales at Pizza Hut, we are pleased to see same-store traffic growth in the quarter as well as positive trends in customer feedback. This shows that the initiatives we are implementing are gradually taking effect. Combined with ongoing margin management, Yum China delivered substantial growth in operating profit for the fourth quarter, which Jacky will elaborate on further. Now I will provide more color on the performance and strategy of our key brands, starting with KFC. KFC is our primary growth engine and the #1 quick service restaurant brand in China. The key to KFC's success is a relentless focus on innovation, first-class execution and a commitment to consistently exceed customer expectations. In the fourth quarter, KFC continued to deliver strong growth on the back of excellent results in the same quarter last year. In the fourth quarter, system sales grew 9% compared to 11% growth in the previous year, both in constant currency terms. As noted, expansion continue to be a key priority. In 2018, KFC stepped up new store openings to capture the opportunity for growth in underserved and attractive markets across China. In addition to store expansion, we drove same-store sales by pulling multiple levers including launching smart value campaigns and growing underpenetrated dayparts and product categories. First, let me talk about our ongoing focus on smart value. As we noted previously, we successfully launched the Crazy Thursday promotion in August. We expanded the promotion into the fourth quarter, introducing a new chicken snack [Foreign Language] at a very attractive price point and succeeded in driving strong incremental sales. Crazy Thursday is an excellent demonstration of our greater approach to campaign planning and execution, collaboration between our menu innovation, sourcing and marketing teams, which drove profitable growth for KFC while our customers enjoyed delicious food at very good price. Second, we continue to enhance our breakfast coffee and dessert offerings to capture the significant opportunity we see in this segment, building on the popularity of our breakfast menu that includes congee, panini, rice roll and Chinese pancake toppings. We launched as Christmas campaign a seasonal congee, it's called [Foreign Language] it's a kind of sweet congee, which was well received by customers during the festive period. Coffee also continued to exceed expectations. In 2018, we recorded double-digit growth, sold over 90 million cups and generated more than CNY 1 billion in revenue. We will continue to drive growth of this high-potential category by introducing innovative, high-quality products at good price again and leveraging our extensive store network and delivering capabilities. In the dessert category, we continued to expand our network and introduce unique products to entice new customers. At the end of the year, we reached 1,110 dessert kiosks across China, over 250 more than the same time last year, and the sales increased by over 30% in the fourth quarter. We will continue to open more dessert kiosks and diversify the product range to drive growth. In digital, we continued to focus on seamlessly integrating online platforms with off-line stores to extend our digital ecosystem and maintain engagement throughout the customer journey. One of our key digital initiatives is the KFC privilege subscription program. Almost 2 million privilege members have been sold since it launched in July. The delivery privilege program has been particularly popular and effective in increasing order frequency and customer loyalty. To tap into the hype around Double 11 and Double 12 online sales that are similar to Cyber Monday in the U.S., we launched campaigns with online platforms. We achieved outstanding results, and we were the #1 seller in terms of GMV in the food service category on Tmall and drove incremental sales to our stores throughout the period. This initiative is a great example of the significant upside potential of online to off-line marketing and our ability to monetize our digital assets. With our massive membership base, extensive digital ecosystem and significant transaction data, we have in-depth understanding of our customers. We are continuing to find new ways to leverage this insight and believe there are significant opportunities to design more targeted marketing campaigns, partnered with high-traffic platforms and, ultimately, improve the dining frequency and ticket average of our customers. Delivery, similarly, remains a key sales driver that caters to the evolving dining habits of Chinese consumers. We have adopted a high-grade delivery strategy that involves collaborating with aggregators to source traffic and fulfilling our orders with our dedicated KFC riders. This enabled us to simultaneously drive volume and leverage our extensive network to control quality. In the fourth quarter, delivery represented 16% of sales, up 3 percentage points year-over-year. As a result of our digital initiatives, our on-channel delivery sales enjoyed tremendous growth in the fourth quarter, well ahead of growth rates through aggregators. Looking ahead, we remain very excited about KFC's long runway for growth in China. KFC's commitment to smart value, innovation, menu and dayparts and leadership in digital and delivery have created a resilient business model that's geared to growth. And while we have scale, there are plenty of opportunities to expand our footprint. With ongoing improvement in store development cost, we continue to see cash payback of around two years and see significant further scope for new store development. In 2019, we will invest in enhancing our core capabilities and continue to pursue an aggressive store-building program. Now I will provide some color on Pizza Hut's performance. Pizza Hut is the leading Western casual dining restaurant brand in China and represents around 20% of our revenue. As I mentioned earlier, we are pleased to see positive same-store traffic growth in the fourth quarter. We are in the process of repositioning Pizza Hut as a modern, family-oriented, value for money casual dining concept, and we are seeing notable improvement in ticket [ph] from our customers. We are confident in our strategy and expect to see higher consumer satisfaction translating to improving performance in due course. Now I'll provide an update on the progress of our revitalization program, which is focused on four pillars: driving digital; optimizing delivery; fixing the fundamentals; and enhancing asset portfolio. First, let's look at digital. Pizza Hut has made rapid progress over last year by implementing learnings from KFC, which is a digital pioneer in the restaurant industry. Similar to KFC, Pizza Hut leveraged the Double 11 and Double 12 campaigns by partnering with online platforms as well. And we've ranked number one on [Foreign Language] in terms of GMV on November 11 and December 12 and drove meaningful incremental sales and new customers to our stores through these campaigns. In the fourth quarter, we also launched a privilege membership program that is designed to attract families, which is one of Pizza Hut's core customer segments. After testing multiple pilot programs, we launched the family privilege membership program in December. For CNY 98, our members receive a welcome gift, coupons and other discounts that are tailored for families. We observe a meaningful increase in frequency during the pilot period, and we will continue to monitor the impact of privilege membership. Turning to delivery. In the fourth quarter, we continued to focus on integrating the dine-in and home service brand. This integration was completed in December 2018, and we are seeing the benefit with clear brand positioning and better marketing and operational efficiencies. Delivery continued to see double-digit growth, and they account for 25% of Pizza Hut sales, up 3 percentage points year-over-year in Q4. We also recorded over 20% growth in delivery sales from our own channel in the fourth quarter. Our goal at Pizza Hut is to transition to a KFC delivery strategy of the hybrid model of leveraging every data to drive traffic while using our own dedicated riders to deliver. We accelerated the rollout of dedicated riders in the fourth quarter. And by year-end, all of our orders in stores were delivered by own order rider network, up from 55% in Q3. There was some impact of sales during the transition period but, in the long term, we are confident that we will have greater control over delivery quality and better availability during peak hours, especially during Chinese New Year. And again, our growth from our own channel is ahead of the delivery growth from the aggregator in Pizza Hut as well. Following our success of KFC, Pizza Hut also rolled out delivery privilege. Initial results showed that the order frequency has meaningfully increased from our privilege member during the subscription period. Next, let's look at the fundamentals. As we have previously stated, a key component of our revitalization program is to improve our food. Following our earlier efforts to simplify and revamp the menu, we continue to innovate and improve our food based on consumer feedback, we systematically add the best-performing limited time offer to the permanent menu and continue to develop it to adapt to the changing consumer taste. Following the success of KFC, the Crazy Thursday promotion in mid-December, we launched Scream Wednesdays for members in Pizza Hut as an investment in value to drive traffic and build consumer habit. Select items were offered at RMB 29 and RMB 39 every Wednesday, generating excitement and driving incremental traffic to our stores during the promotion. Building on this initial success, we'll continue the promotion and extend it to all customers in 2019, making it one of our signature campaigns for the near future. Lastly, we continue to enhance our asset portfolio through accelerated remodels and multiple store formats. To provide a more comfortable and stylish dining environment and also to upgrade the brand image, we refurbished 225 stores in 2018. We plan to ramp up the speed of remodeling further in 2019 and to complete the refresh for our entire portfolio by 2021. We have devised multiple store formats to cater to diversified dining occasions, including delivery at various locations. Our focus is on smaller assets and faster service with better support for delivery needs. All these initiatives are starting to translate into an improved perception of Pizza Hut. Our latest brand tracking shows that the scores for good taste, value for money in young and energetic have been improving, particularly in Tier 1 cities. We are confident that the improvement in customer satisfaction will support the ongoing revitalization of the brand. A few words on our other brands. Little Sheep opened 78 new stores in 2018, with total stores exceeding 300 across 10 countries. We will continue to expand this brand in China and overseas. Taco Bell opened a fourth stall in Shanghai [Foreign Language]. We will focus on reaching critical mass and fine-tuning the model before rolling out further. After several years of getting that, we've repositioned the East Dawning brand and opened four new stores in 2018. We will continue to test and expand selectively with a focus on transportation hubs. And the brand positioning for East Dawning is to focus on food from the south of Yangtze River for the travelers. In Chinese, we call it [Foreign Language]. Our new standalone event concept, COFFii & JOY, also add seven stores during the quarter taking us to 13 stores in four cities in Eastern China. We are continuing to test different formats and remain excited about the potential of this category. With that, I will hand over the call to our CFO, Jacky, who will cover our financial performance in more detail.