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 Company1,4391,1852,624 Franchised (US) 3,7433,8417,584 Licensed (US) Joint Ventures(I) 0514 USA InternationalWorldWide

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

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 700 th 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 –1 st 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!!!!

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!