Earnings Labs

Yum China Holdings, Inc. (YUMC)

Q4 2021 Earnings Call· Wed, Feb 9, 2022

$47.36

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Transcript

Operator

Operator

Good day, everyone. Thank you for standing by. Welcome to Yum! China Fourth Quarter and Fiscal Year 2021 Earnings Conference Call. [Operator Instructions]. I would now like to hand the conference over to your first speaker today, Ms. Michele Shen, IR Director. Thank you. Please go ahead.

Michelle Shen

Analyst

Thank you, Desmond. Hello, everyone, and thank you for joining Yum China's Fourth Quarter 2021 Earnings Conference Call. Joining us on today's call are our CEO, Ms. Joey Wat; and our CFO, Mr. Andy Yeung. Before we get started, I'd like to remind you that our earnings call and investor presentation contain forward-looking statements, which are subject to future events and uncertainties. Our actual results may differ materially from these forward-looking statements. All forward-looking statements should be considered in conjunction with the cautionary statement in our earnings release and the risk factors included in our filings with the SEC. This call also includes certain non-GAAP financial measures. You should carefully consider the comparable GAAP measures. Reconciliation of non-GAAP and GAAP measures is included in our earnings release. Today's call includes 3 sections. Joey will provide an update regarding our performance over this past year and then review key actions. Andy will then cover the financial performance and outlook in greater detail. Finally, we will open the call to questions. You can find the webcast of this call and a PowerPoint presentation, which contains operational and financial information for the quarter, on our IR website. Now I would like to turn the call over to Ms. Joey Wat, CEO of Yum China. Joey?

Joey Wat

Analyst

Thank you, Michelle. Hello, everyone, and thank you for joining us today. In the fourth quarter, multiple waves of outbreaks across the nation significantly impacted our business. I would like to express my heartfelt gratitude to all of our employees for taking the right actions to ensure customer safety and minimize business disruptions. For example, during the lockdown in Xian [ph], our excellent supply chain team shield us from major disruptions. Our operation teams took immediate actions to quickly resume delivery and takeaway. They provide vital services to the community in this time of need. We also provided free meals to frontline medical and social workers as a token of our appreciation. We consider people to be a critical pillar of our sustainability strategy. We aim to have a workplace where employees can thrive while protecting them and supporting their careers in times of uncertainty. Therefore, this year, we enhanced the medical insurance coverage for our RGMs, restaurant management teams and supervisors. These greater benefits cover around 100,000 frontline employees. Despite the challenging environment, for the full year, we grew revenue by 19%. We delivered operating profit of $1.4 billion or $766 million, excluding special items. We opened over 1,800 stores. That is equivalent to 5 new stores per day compared to 3 new stores per day just a year ago. On a net basis, we add over 1,200 stores. KFC continued to demonstrate remarkable growth and resiliency. System sales grew 8% in 2021. The brand opened more than 1,200 stores. entering 160 new cities in 2021. More than half of new stores were in lower tier cities, but we're also adding store density in higher-tier cities. The business contributed to the majority of Yum China's product. Pizza Hut came back stronger, achieving same-store sales growth of 7% for the…

Andy Yeung

Analyst

Thank you, Joey, and hello, everyone. The COVID situation has a great deal of volatility to our operations in 2021. We delivered strong performance in the first half of the year when COVID conditions was validly stable. In the second half of the year, our business was significantly affected by regional outbreaks and tighter public health measures. Despite the challenges, on a full year basis, revenue reached $9.9 billion. System sales grew 10% in constant currency. We reported operating profit of $1.4 billion and adjusted operating profit of $766 million. In 2021, we received roughly $90 million less in onetime relief from the government and landlord comparing to 2020. If we remove the onetime relief from the equation, our adjusted operating profit will be up 20% year-over-year. This result reflects the volatility arising from COVID but also reflect the resiliency of our business and tremendous effort our team has put in. We have accelerated store openings in the past few years. We maintained a healthy store payback period of 2 years for KFC and 3 years for Pizza Hut despite the impact from the pandemic. Even newer stores opened in the first half of 2021 have performed well. A majority of them achieved monthly breakeven within the first 3 months. There are still a lot of white space opportunities in China, especially in lower-tier cities. Small store formats enable us to expand more flexible. The reduced store size, combined with other cost reduction initiatives, enable us to decrease CapEx per store by around high single digit year-over-year. We will continue to apply a disciplined and systematic approach in our store opening process to ensure we open promising and high core stores. Now let me review our fourth quarter financial results. Even with the repeated outbreak since mid-October, fourth quarter revenue…

Michelle Shen

Analyst

Thanks, Andy. We'll now open the call for questions. [Operator Instructions]. Desmond, please start the Q&A.

Operator

Operator

[Operator Instructions]. The first question comes from the line of Brian Bittner from Oppenheimer.

Brian Bittner

Analyst

Your unit openings during a time of heightened uncertainty for the business, and I realize the returns are still very strong as you outlined in your prepared remarks and as you outlined in your presentation. But can you talk to us what specifically is driving this big step-up in unit openings? And it appears it's a trend that is continuing in 2022 based on your outlook. So it wasn't just a onetime situation in 2021. Talk about the dynamics behind this strategy. Do you believe the COVID environment has opened up an elevated amount of development opportunities? Just any type of additional color on this new level of unit growth would be helpful.

Joey Wat

Analyst

Thank you, Brian. For our focus on new store opening, the management team has been very transparent about the way that we are thinking. I think is we lay out very clearly in our Investor Day that when we look at how to operate this business in a short term/long term, we focus on 3 things: the RGM, the resiliency, the growth and the moat. So even for new store opening, we -- our thinking are still the same. In a way, resilience might be even more important than growth. But once we achieve resiliency, then we really will push to grow. So that's sort of the holistic thinking. And specifically, why we are still opening that many stores? As you have mentioned earlier, Brian, in your question, the most important criteria is whether we are getting the payback that we are looking for, and the answer is yes. For KFC, we're still getting the payback within 2 years. For Pizza Hut, actually improved. In the past, we -- in the past 5 years, because Pizza Hut this year, we opened more stores than any other year since 2016. And actually, the net new store opening is more than all the stores we have opened in the last 3 years. So it has improved. The payback has improved now to 3 to 4 years -- well, 2 to 3 years, from 3 to 4 years to 2 to 3 years. Particularly the satellite store, we can get a payback almost as good as KFC. So that's the key criteria. And when we can get the payback, then we should open stores while our operating team can handle. So that's point 2. One is the -- our thinking, our strategy. Two is our requirement of the payback. And third, where are…

Operator

Operator

Next question comes from the line of Christine Peng from UBS.

Christine Peng

Analyst

So I have a question regarding the delivery competition landscape. In 2021, we noticed that McDonald initiated a much more upgraded version of the app in China, enabling its digital strategy expansion in the country. So can you share with us more color you have observed in terms of the delivery competition landscape in the whole Chinese restaurant industry, particularly considering McDonald's new strategy?

Joey Wat

Analyst

Christine, we have been putting delivery a very high priority in our business since a long, long time ago. And as you can see, compared to 2019, our delivery business has grown even stronger. As you can see from our numbers, 60% full year delivery growth versus 2019. And then for KFC alone, it's 70% plus, and then Pizza Hut is 37%. So that gives you a sense. We are very focusing on the app to improve the convenience both in terms of the app experience, but also it might not be so clear to our investors that we also have a team, the digital -- we call it digital operation team that work with our store operating team to ensure the seamless experience online and offline for our delivery business. So that helps a lot because one is about the digital experience, two is we have people working together with the store team to deliver the services. And that will include the membership engagement, too, right? So that's the second thing. The third bit, which is rather unique to Yum China, it's not only unique, probably the only one, we have our own hybrid delivery model, which we have been building since -- well, actually from the very beginning, but we insist on building our own rider capability, and that can be understood right now. I think if we use the framework that we shared again in our Investor Day, the resilience, the growth and the moat, and this is the moat, the strategic moat is our own long-term competitive advantage with our delivery rider, the hybrid model. While we work with the problems to source traffic, we rely exclusively on our own rider to deliver the product, and that has multiple advantages. One is the quality. The quality, the percentage of service complain is much lower, which we have experienced when we convert the Pizza Hut delivery from the past version to current one. When we took the delivery rider service that in-house, we see the drop of the customer complaint, and thus, the sales increase. So that gives us a very unique advantage in our delivery business. So net-net, it has been a very important power business. It has become even more important in the last 2 years given the COVID situation, and we have very unique resiliency to grow the business in the long term with our unique capabilities that give us strategic moat to continue to deliver good services to our customers. Thank you, Christine.

Operator

Operator

Next question comes from the line of Chen Luo of Bank of America.

Chen Luo

Analyst

So I've got a follow-up question on our new store opening. So as we are accelerating our new store opening pace, are we seeing any challenges in terms of training the right store managers and hiring additional staff? Meanwhile, we understand that although the store payback period for new stores could be still pretty impressive, the new stores may actually create cannibalization to the existing stores, and it may also create additional resources requirement in terms of management attention. So with this factor in mind, if our same-store sales growth remain under pressure for the coming 12 months because of the COVID impact, is there any chance for us to consider to slow down our store expansion temporarily?

Joey Wat

Analyst

Luo, thank you, our staff or resources, we manage to handle it quite all right. And as you can see, over -- actually since 2014 and 2015, despite the growth of our same-store sales -- despite the growth of new stores, from 7,000-plus stores, right now, it's 11,000, we managed to maintain the total number of store -- of staff in our system at 420,000 plus. So we increased the store but without increasing the total number of staff, and what is the delta here is automation in AI and digital. So particularly right now with our store base, we can train our staff to meet the new store opening demand. And if we cannot do it, if we somehow see the challenge in terms of quality of the staff in the new store, then we will adjust our pace of new store opening, of course. So with that, I pass the question to Andy, and Andy can comment about the other number impact from the new stores. Andy?

Andy Yeung

Analyst

Thanks, Joey. So Luo, Happy New Year. So first of all, I want to say a little bit about obviously echo what Joey has mentioned in terms of new store openings. China is a growth market and the late white space, especially in both Tier cities and recently organized area. And so I think sometimes we encourage investors and analysts to look more into the system sales rather than SSG. Especially over the past 2 years, on a quarter-on-quarter basis, we see a lot of volatility because of COVID development. As we have mentioned over the past 2 years, we expect a recovery from COVID to decline nonlinear and uneven. So it still remains the case right now. In terms of our store opening, we're very disciplined as we have disclosed in our prepared remarks. We have high disciplined valuation evaluation process and to determine our investment. That's why we continue to have consistent payback for KFC, 2 years. And for Pizza Hut, it's 3 years. And for Pizza store, it's close to 2 years. These are very, very good return on investment. So we're very comfortable with our strategies and also in terms of the quality of the store. As I mentioned, even the new stores that we have opened in the first half 2021, they're also performing well despite the overall impact from pandemic. A majority of them are reaching breakeven in the first few months of opening. Now internal cannibalization, I think certainly, new store openings, sometimes we transfer some sales, especially in delivery to a new store. But we have been growing our store network over the past 30-some years. And if you look back before the pandemic, we're growing. And right now, we've been very consistent and disciplined in the way how we deal with…

Joey Wat

Analyst

Thank you, Andy. and Luo, I think I'll just make one more comment because there's such a strong interest in our new store opening. For our new store, particularly in lower tier city, it has lower CapEx, we have differentiating pricing strategy, means the price will be lower compared to Tier 1 city. We even have differentiated menu. We will have some special -- very special, incredibly, good value for money product in that menu only. And we also leverage franchisee to help us as well. So that helps. But just in terms of the numbers and in terms of modeling, I just want to draw your attention to one number historically, CapEx number. Our new store opening has increased a lot, and that might be the reason that gives some of you some concern. But if you look at our CapEx number historically, 2016, we spent $436 million on CapEx. That's the year we got independentally-listed. We opened -- with that amount of money, we opened 575 stores. By 2020, we opened twice as many stores. Our CapEx is $419 million, which is less than 2016. So what it means, our efficiency of new stores has improved significantly, right? And on top of that, by 2021, we increased new store to 1,800. Our CapEx increased a bit more, I mean, 50% more, $689 billion -- but $689 million, but the bulk of it is also going to digital and infrastructure as well. So going forward, for the coming year, Andy just mentioned $800 million to $1 billion, half of it or slightly more than half of it will be on new store openings. So that's the way that we look at it. Number of new stores is one thing, but the key thing is the efficiency and the total amount allocated to CapEx, and that's resiliency and our ability to continue to get more efficiency out of CapEx and open new stores in the long term. It becomes strategic more of our business. Thank you.

Operator

Operator

Next question comes from Julio Lillian Lou of Yum China.

Lillian Lou

Analyst

Since we talk a lot about the new store opening, maybe switch gear a little bit on the another driver for the revenue growth despite that Andy said that we need to focus on sales growth, less on same-store sales growth. But I think a little bit color. Can you provide why in fourth quarter the same-store sales growth trend quite similarly in August? Because I remember in August, our same-store sales growth also down like mid-teens. And by that time, I think the number of cities, that is medium or high risk cities, the number actually is way higher than fourth quarter. So trying to understand the dynamics, the impact to our same-store sales growth from this COVID development. And also, I know that this situation remains challenging to predict, but standing at the current situation, what do you think is the most possible scenario for our same-store sales growth trend if the COVID continues like the current level?

Joey Wat

Analyst

Andy?

Andy Yeung

Analyst

I think Q4 is actually, I believe, is not the worst conditions, the worst since the first quarter 2022. I think it's pretty obvious to most folks here in China. We have a Delta variant outbreak. And then later on of the year, we also begin to see Omicron cases popping up here in China. Now cases is -- case load may be one and is quite deceptive here because, obviously, in China here, generally, we have very stringent health measures and try to sort of achieve a dynamic 0 cases for COVID, and so that rely on a lot of these health restriction measures. So -- but now if you look at the outbreak in the case and also the wide spread, it's the worst since the first quarter in 2020. So as we have mentioned in our press release, in the same trend, we've seen some recovery from the summer outbreak in October, but then we see significant impact from the outbreak in November and then a little bit recovered in December, but still down double digits. Now obviously, as we have mentioned, when we look at COVID, it's going to introduce [indiscernible] in our operation, and we have told investors and analysts and in China as well that we need to have new analysis and preparation, contentual plan to deal with. When time is good, how we can execute well and capture more market opportunities. When situation becomes more challenging, how we can rely on our resiliency and operations and ensure that even in bad time, we're able to make profit. And so I think for the fourth quarter, that's what we do. But I think it's worthwhile to step back because from a quarter-over-quarter basis, it's very hard, or even month-to-month basis to predict what's going…

Joey Wat

Analyst

Thank you, Andy. Thank you, Andy. And thank you, Lillian, I think I'll just like to summarize. Again, the management thinking is very clear in this. We cannot -- we don't have the crystal ball towards the COVID situation, but we are very clear about our focus. What do we need to do? Again, 3 focus: resilience, growth and strategic moat. Very simple. Resilience, as Andy talked about, is the resilience of operating team. We are fast, we are responsive. And our team after 2 years training even down to each market level, like Shanghai market, Beijing market, Guangzhou market, that's the national strategy, that's the local strategy. Our team knows what to do. In terms of growth, 2 sources of growth, very clear, as Andy mentioned, the product in terms of new category like beef burger, whole chicken. Why whole chicken is important? Because it's also home consumption, right, which is such a trend. The local innovation, the partnership with Ji Huang or the Wuhan [indiscernible], et cetera, something exciting, interesting fund to drive the traffic. And we focus on the value. We have done incredibly good job in terms of delivering or savings, what we can save and pass on the savings to customers through value. Right now, the signature value campaign at Crazy Thursday and Scream Wednesday is something working very well. And then the other source of growth is the off-premise demand, the delivery, the takeaway, the home consumption retail. The home consumption retail for Safe, which is our own retail brand, and KFC and Pizza Hut tripled to over 500 million in 2021 alone. And then last is the strategic moat, which is the digital of $7 billion of digital sales of 360 million membership and surprising. Our ability in terms of getting the scale, getting the efficiency and also our ability to rebase our cost base and remain competitive in the long term in terms of building our own infrastructure, that all helps our business. So the focus is very, very clear. If I could just mention another thing about how do we utilize our core capability to grow the business. For example, we use our hybrid delivery model, our own rider, to deliver the new retail. It makes sense. We have the riders in the stores already, and we utilize the rider to deliver the new retail to our customer directly. Service is good, reliable and cost is low. So that hopefully gives you a sense of management's very clear focus on resiliency, growth and moat strategy, given the uncertainties and the evolving situation of COVID. Thank you, Lillian.

Operator

Operator

Our next question comes from Xiaopo Wei from Citi.

Xiaopo Wei

Analyst

My question is focusing on your operation of the store in terms of business model. You guys have long preferred self-operating stores to franchising out stores. Given all the fluid situation COVID, you have a better infrastructure, supply chain, et cetera, will you consider franchising out more stores looking forward versus self-operating most of stores looking forward? And also clarifying the target -- your new opening target for the year. So your target new store opening 1,000 to 1,200 this year, including only self-operating stores or including both franchise stores and self-operated stores?

Joey Wat

Analyst

So for the new store target includes the franchising stores as well. And go back to your question, the first part of your question, the majority of the new store will still be equity store because the payback is so good. However, as you can see, over the years, right now, the mix of our franchise store is -- has increased, Especially after the acquisition of Huang Ji Huang, it's in the mid-teens already. But going forward, we'll be quite open mind about the franchising option, and we've always been open minded about it. We do it when it's spread. So in terms of the franchising strategy, there are 3 focus. One is we do the franchising in some remote locations, such as Tibet or Xian. You can imagine why because it's more efficient to manage it that way instead of managing all the way from the headquarters. Secondly, it's channel. So the strategic channels such as the highway service center, et cetera, so these are very sensible franchising opportunity. And then the third thing I would like to mention is the ability to use technology to help managing the franchising system. We have been very cautious about the franchising strategy. As you can imagine, there are a lot of advantage of the franchising strategy in China, but there are also a lot of challenges in terms of the quality of the service that we care most about. But right now, with the end-to-end digitization process going on, with the IoT, with the automation, our ability to ensure good store operation among the franchising store has improved significantly in the last few years. So that suddenly gave us better comfort. And hopefully, I'm very confident that when we're open mind about franchising strategy, it does not mean that we compromise the quality of the service, we don't, in particular in terms of product as well. So I think we have a few more questions. Let's move on to the next one.

Andy Yeung

Analyst

Before we move on the next one, I just want to jump in there to clarify. The number that we talk about is the net new store that we opened, not the gross number of stores. And the net new store open, we expect, is about 1,000 to 1,200, which include both franchise and equity stores. And as Joey mentioned, most of them is going to be our own operated stores.

Operator

Operator

Next question comes from the line of Anne Ling of Jefferies.

Anne Ling

Analyst

The first question is for Andy. Regarding the cost trend moving forward, if I have missed it, that would you share with us the cost trend or your cost increased expectation for commodity cars, staff and also the occupancy cost for the whole year of year 2022 as well as first quarter '22.

Andy Yeung

Analyst

Sure. So go ahead. Okay. So I think if you look at -- obviously, right now, we look at globally, we see commodity price inflation. If you look at [indiscernible], energy costs are up double digits. Now obviously, without doing anything, we're posting at most single digit for commodities of all our sale apps. And then also, if you look at cost of labor, there's 2 components driving it. One is, obviously, as we have mentioned in last year, we have increased the wages at the market level and at the store level, and so we're likely going to continue to see mid- to high single-digit rate increase, which is a normalized rate for China. And also, we'll probably see a little bit increase in rider cost as we continue to see delivery as a growth driver and continue to grow. So the mix shift to delivery would increase delivery cost there as well. Now on the occupancy and in other side, one thing is energy cost. In China, the utility price have increased by double digits since December. That's obviously in response to some of the tower shortage that we have experienced in the summer and encourage more production and more reductions in more savings energy in that market dynamic. And so all in all, I think we're looking at some commodity inflation labor happening. Now again, also on the marketing side, the biggest impact on margin is actually sales leverage and deleveraging. Obviously, same-store growth would have an impact on that. But we're not seeing this, obviously. We have a very good team, and there's a lot of initiatives to try to fight this headwind, obviously. One is to protect margins, and we want to offer products with a wider pricing range, allow people to upgrade but also…

Anne Ling

Analyst

Got it. And just to clarify, for this commodity cost increase, I estimate that you provide like low to mid-single digit or the labor cost of mid- to high single-digit increase, that's for the -- your efficiency exercise. Is that correct?

Andy Yeung

Analyst

Well, like the commodity prices itself in the marketplace have increased by double digits, and so obviously, we are reducing that. Radius, we are expecting a normalized rate of mid- to high single digits. So -- and then for -- we are also -- [indiscernible] we also estimate last year, we're beginning to phase out prospects all through the country. And then we have rolled that out last year, and then we continue to roll out to more markets this year.

Anne Ling

Analyst

Okay. Got it. Got it. And my second question is on the store opening, the 1,000 to 1,200 net store opening. I understand that a majority of the store opening will be under KFC brand. But could you share with us like what is your estimate of your budget for like Lavazza, your other coffee brands, as well as Pizza Hut, which I believe last year, you received the store opening plan for Pizza Hut as well. So maybe you can share with us the store opening plan moving forward for the other brands?

Andy Yeung

Analyst

Sure. So I think like if you break it down, obviously, KFC is the very important and largest brand for us. They have the majority of store opening. But if you are a Pizza Hut because improved economics, unit economics at Pizza Hut saw also have accelerated new store openings last year. In fact, if you look at Pizza Hut, it opened 235 new store, higher since 2016. And if you look at the net store increase of 235 million last year, it's, I think, if I remember correctly, it's a combine of the previous 3-year total. And so I think obviously will play in, especially with the success of the satellite store model. Lavazza is -- also will have -- I would say it's like at the beginning of last year, we have about -- at the beginning of the year, we have 4 stores. We have opened up 50-some store. And now we -- and obviously, it's still a pretty new brand in China, but we have expanded the joint venture with Lavazza last year. We have great plans for the brand. As we have mentioned, we deem it as our third growth engine. So now we will not only in the top tier cities, the Tier 1 cities, but also in several Tier 2 cities. We will continue to look into experimenting with different store formats and then expand to more markets. And in the coffee, brand, I think we have all seen pretty good membership growth. And so as such, we will expect Lavazza to open more store in this year. And Taco Bell is like a brand that we did not talk as much, but we also opened some -- 20-some more last year at Taco Bell. Again, it's one of the highest is now opening in many years combined. So I think we -- in terms of all opportunities, I think going back there, is how we utilize the store format to target the market, how we're able to take some cost initiatives. We designed the format of the store and the menu at the store that allow us to open some more effectively. And I think the smaller format right now is not like -- it's very key to overall development across all these brands. So that's how we look at it. The key is going to still be KFC and then Pizza Hut and then another signal of the business. Thank you.

Operator

Operator

We have questions from the line of Michelle Cheng of Goldman Sachs.

Michelle Cheng

Analyst

I still want to follow up a little bit on cost front. So if we look at the occupancy and other costs, it seems that the deleverage impact is more significantly. You mentioned the energy cost has contributed this increase, but I remember in the past few years, these items actually drive a lot of efficiency gains. So can you still give us more color, take aside the energy cost, like rental, other cost items, whether there's anything we see more pressure in the near term? And on top of that, wage cost. So since the digital orders are already contributing like close to 90% of the sales, so is there any further room to say the like labor staff number per store any like a delivery efficiency gain we can expect going forward?

Andy Yeung

Analyst

Michelle, yes, thank you for your questions. In terms of O&O, I think, obviously, one thing point price increase because it's obviously a gap in post change that we see double-digit increase in reprices. The other one is obviously brand as we have mentioned to folks. Even though we have high percentage of our store have a components, almost 80% of our stores have a component of rebel brand, but there's also a fixed pool of that. And so when there's a sales deleveraging, genuinely, we see impact on all as a percentage of revenues, and so that's what -- that is the key driver for that. The other one is in terms of our labor facility improvement. I think obviously, some of this improvement, you can see on the store, for example, use a digital app to make orders and make digital payments. And so I think that has rollout, did already. But there's other things that you do not see that digital actually. We have a lot in labor productivity. We have mentioned before, we have the pocket manager, that our store manager to manage it so more efficiently, get more real-time information and also help them to do that scheduling. We continue to invest in IoT to automate our kitchens and also our inventory count and all that. I think right now, I think digitalization is moving not only investment in the front end with the customer, but more moving into the kitchen and more into our supply chain and in our back office, right? So supply chain, we'll continue to invest over there in terms of routing, in terms of integration with suppliers. That allow us to do better forecast demand and port management. And then also in our back office, as I have mentioned before, we have a 3-year training program, for example, even for our finance department, right, going to automate process and then link up the data across the company. And then also in the delivery side, right, as Joey has mentioned, not only we use delivery to better optimize the queuing of our food production, but also better routing for our rider, also more optimized trade on design as well as potentially having other product initiatives, such as [indiscernible] and also new retail to basically better utilize the rider that we have. So there's a lot of ways to look at labor volatility improvement. And if you look at over time, we have done quite a while despite delivery increase and all that. We have seen labor cost as a percentage of overall revenues before the pandemic are relatively stable. And given enough time, I think we're able to continue to improve [indiscernible] to offset some of these near-term shocks from COVID.

Joey Wat

Analyst

I think in the long term -- I would like to comment 2 things, Michelle. One is, in a way, if you think about it, our expansion of delivery business helped reduce the rent. Think about it, right? Because when our delivery business continues to grow, it means the location, the new store location, we don't need to be in the prime, prime area. We can compromise a little bit, and that helped. So the saving of the rental expenses helped the delivery cost side, point 1. Point 2. In terms of riders, the way that we look at the right cost is also show our mentality, our philosophy in resilience and strategic moat. Because the fact is our -- right now, the cost of average order, the cost of delivery rider per order is higher than the platform, and we understand that. We have the option, but we keep it this way because our riders right now, they deliver a better quality of service. So when it comes to cost, quality first, then we work on the cost side. And instead of pushing down to pay the rider less, because if you pay them less, they go, right, they leave, we make sure that they paid well. But then we leverage our rider to deliver higher average ticket items such as elite. So that's the way that we think about the cost structure of the delivery rider side as well. Thank you, Michelle.

Operator

Operator

The last question will come from Walter Woo from CMB International.

Walter Woo

Analyst

Can you hear me?

Andy Yeung

Analyst

We can hear you well.

Walter Woo

Analyst

Okay. the chance to ask questions. So my question is about your ticket size. If we take out the positive impact from the increased delivery sales mix, was KFC average ticket is still increasing in the last quarter. And given the industry dynamics and the outlook in the FY '22, do you think it is still good for KFC and Pizza Hut to increase the average ticket or perhaps the reduction of the level of promotions? That's the first question.

Andy Yeung

Analyst

So let me address a little bit about the situation. And KFC situation, obviously, for KFC and Pizza Hut is slightly different. For KFC, the delivery actually increased the take of average. So the mix shift to delivery actually will help them lower there normally. When just kind of opposite, at Pizza Hut, because generally, we have been a place for gathering social activities. And so the [indiscernible] ticket average, that is higher than the mix shift there, then we'll have yield [indiscernible]. Now I think the questions regarding, I think, the ticket average and high and lower, I think, is really depending on other things, too, is one is also the promotional activities that we have. Obviously, right now, we have more campaign public. The other one is that overpricing strategy. I think it's important for us to look at the pricing, especially in face of COVID uncertainty and rising inflation and some of the consumer sentiment. So we want to make sure that what we offer this quick value to our customers. And so as we mentioned, how do we protect our margins and do we sort of say it again? All the great products, the customer all of that cover a wide range, both high price, low price because value is different on pricing. The other one is, again, leverage our supply chain and supply chain efficiency, our scale to sort of like have that cost competitive advantage to make it more prominent. The other one is enhance, obviously, the usage of our resources, including the resilience that we have to reduce waste stage. Like chicken, for example, we try into our product with consumers. We also want to continue to invest in technology to improve efficiency and productivity, right? So -- and the membership program is a very important thing. So membership continue to help us to drive spending. So if we -- if you look at our KFC, for example, member, if you have a privileged member subscription, generally that customer, that member, spend twice as much as nonmember. So a lot of things that we would like to do. So the ticket average is one of the moving parts.

Walter Woo

Analyst

Got it. Very clear. And my next question is about your performance during the Chinese New Year. How was it compared to last quarter? And it seems the number of travelers returning home has increased versus last year as well. So was that a positive to your business at the transportation hubs? Or how does it impact your overall business? And then how do you see this domestic trends going into the next two quarters?

Andy Yeung

Analyst

Right. So I think this year, Chinese New Year is a little bit earlier than last year. Obviously, last year, it was mostly in middle of February for Chinese New Year. And this year, it's the beginning of February for Chinese New Year. So in January, we did see a modest improvement especially compared to the fourth quarter. But as I mentioned on the prepared remarks, for the comparable Chinese New Year period, this is basically for the Chinese New Year, 10 days -- 15 days before the Chinese New Year and 15 days after the Chinese New Year for that comparable period. At least so far, we're still in the middle of it. And so far, we see that's still down year-over-year. And the into travel, I think [indiscernible] is probably a bit different compared to last year. But I think overall, if you look at the overall travel and whatnot, I think it will take some time for the offices to recover to any reasonable level compared to the pre-COVID level. So the way we look at it is that slightly down year-over-year compared to last year. And -- but still, there's a great uncertainty. And we have launched different campaigns. Obviously, when we go into the Chinese New Year, there's quite uncertainty in terms of travel because we do see authorities that encourage folks to stay put, stay in the cities to locally celebrate Chinese New Year. But the pandemic is now extending to [indiscernible]. So I think there's also the uncertainty about how people respond to that. So we have different positioned plans, and we'll continue to respond to changes in the market is what we think.

Operator

Operator

Thank you for the questions. I would now like to turn the call back to the management for closing remarks.

Michelle Shen

Analyst

Thank you for joining the call today. We look forward to speaking with you on the next earnings call. Have a great day.

Andy Yeung

Analyst

Thank you, everyone.

Joey Wat

Analyst

Thank you. Thank you.

Operator

Operator

This concludes today's conference call. Thank you for participating. You may now disconnect.