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– International…1.00 Billion

• Chickens consumed annually– USA….351 million– International….385 million

Facilities Chart

Company 1,439 1,185 2,624

Franchised (US)

3,743 3,841 7,584

Licensed

(US)

49 55 104

Joint Ventures(I)

0 514 514

USA International WorldWide

KFC’s 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– World’s top female golfer

• Dale Earnhardt Jr.– NASCAR (America’s 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– Popeye’s

• 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 America’s childcare crisis– 1st corporate foundation to name child care as it’s

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, :There’s Fast food-Then There’s KFC”, can be changed to something more appealing.

• Add a dollar menu to keep up with other fast food restaurants.

• Breakfast foods!