Kentucky Fried

Chicken (KFC)
Whitney Lee Wilkins
Joanna Bonilla
Kristyn Dickerson
Martha Hubacher
Danielle Dow

History
Colonel Sanders
How it all started
Secret recipe

KFC Facts
Over 11,000 worldwide
Yum
Worlds largest restaurant company

Total Pounds of Chicken served per year

USA.914 million
International1.00 Billion

Chickens consumed annually

USA.351 million
International.385 million

Facilities Chart
USA

Company

International

WorldWide

1,439

1,185

2,624

Franchised 3,743
(US)

3,841

7,584

Licensed
(US)

55

104

514

514

49

Joint
0
Ventures(I)

KFCs Strategy
What makes them successful
Taste test
New Items
Training
Restaurant Upgrades
Name Change

Strategies cont
Customer Service
-matches quality of food
-Service Time/Goal
60 seconds

Strategies cont
Online Ordering
1999, online ordering introduced
Partnered with Cybermeals, Inc
Currently available in San Diego

WWW.KFC.COM

An eat at home experience

Portable meals
Popcorn chicken
Kid friendly
Laptop Pack
More educational than typical fast food toy
Entertained as well as educated
Each pack comes with a theme
Example: What do you want to be when you grow up?

Advertising and Endorsements

Jason Alexander,Trista Rehn,Evan
Marriott
Shared screen time in two commercial spots
for honey BBQ boneless wings in 2003

Annika Sorenstam
Worlds top female golfer

Dale Earnhardt Jr.

NASCAR (Americas fastest growing sport)

Advertising and Endorsements

Fernando Arian
To reach out to the growing Hispanic
community
First ever national Spanish language
advertising and community outreach
campaign

Competition
Top competitors
Popeyes
Has same strategy as KFC

Boston Market
Specialize in Rotisserie chicken
High class atmosphere
Focus on nutrition

International Operations
China
Currently the leading quick service restaurant in China

September 13, 2002

Grand opening of 700th restaurant in China, located in
Shenzhen
The first to introduce Western style food to China and
operate the countries first drive-thru restaurant
Currently operates in 150 cities
It is the largest, most popular restaurant in China

Helping The Community

United Negro College Funds
Scholarships

Colonel Kids Charity

Helps Americas childcare crisis
1st corporate foundation to name child care as its main
cause
Money is raised by giving a percent of each laptop
pack sold to charity

Commercial Contest
Reality Craze
Cash prize!!!!

http://www.chaseworks.com/kfc/

Recommendations
Add more foods to the menu to appeal to
health conscience consumers
Current slogan, :Theres Fast food-Then
Theres KFC, can be changed to
something more appealing.
Add a dollar menu to keep up with other
fast food restaurants.
Breakfast foods!