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YUM 09/23/08
 

YUM 09/23/08

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    YUM 09/23/08 YUM 09/23/08 Presentation Transcript

    • Yum! Brands China Investor/Analyst Conference 23 September 2008 Shanghai, China
    • Today’s Agenda Introduction and Yum! Overview Tim Jerzyk Building Big Brands Angela Loh Support Capability Joaquin Pelaez High-Return Development Lily Hsieh China Business Perspective Sam Su
    • Power of Yum! GLOBAL PORTFOLIO GLOBAL GROWTH GLOBAL CASH GENERATION
    • Not Your Ordinary Restaurant Company % of Total Operating Profit 2013 F 2008 F 30% U.S. 28% China 40% China China 41% U.S. U.S. 30% 31% YRI YRI Note: Excludes corporate allocation
    • Long Runway for Growth 5+ 5+ billion billion 18,000 1.3 1.3 Restaurants billion billion 12,000 Restaurants 300 300 million million 2,600 Restaurants U.S. Mainland China YRI Restaurants Per 60 2 3 Million People Note: Traditional units only (2007)
    • Leading International Retail Developer International New Builds 1,358 1,300+ 1,189 1,181 1,077 ’04 ’05 ’06 ’07 ’08 F Net Unit Growth +5% +6% +5% +6% +6% Strong and Consistent Track Record
    • Huge Global Potential Middle & Upper Class Growth 3 Billion Developing Countries 1 Billion Developed Countries 2000 2030 ~90% of Growth Coming from Developing Countries Source: World Bank Global Development Prospects 2007
    • Asia Pacific to Contribute Majority of Growth Middle & Upper Class Growth by Region Developed Countries +0.2 Billion Europe/Central Asia +0.3 Billion Asia Pacific +1.1 Billion Middle East/Africa +0.1 Billion Latin America +0.3 Billion Source: World Bank Global Development Prospects 2007
    • Developing Country Growth 5 Year Net Growth International Units in Developing Countries(1) (2002-2007) 3,084 7,164 4,148 China 2,558 1,687 763 876 4,606 3,272 1,397 330 433 (1) Units as of year-end 2007 using World Bank definitions of developing countries Source: Public disclosures
    • 4 Key Strategies to Drive Growth 2. Drive Aggressive 2. Drive Aggressive 1. Build Leading Brands 1. Build Leading Brands International Expansion International Expansion in China in Every in China in Every and Build Strong Brands and Build Strong Brands Significant Category Significant Category Everywhere Everywhere 3. Dramatically Improve 3. Dramatically Improve 4. Drive Industry-Leading, 4. Drive Industry-Leading, U.S. Brand Positions, U.S. Brand Positions, Long-Term Shareholder Long-Term Shareholder Consistency and Returns Consistency and Returns and Franchisee Value and Franchisee Value
    • . . . with Substantial Infrastructure and Long-Term Competitive Advantage Unparalleled Country-Wide Country-Wide Unparalleled Talent & Distribution Distribution Talent & Experience System System Experience Unmatched Unmatched Targeted Targeted Development Development Manufacturing Manufacturing Capability Capability National Scale — 500 Cities
    • Building Big Brands Angela Loh Chief Marketing Officer
    • Unique Approach to Brand Building East Dawning
    • Category Leaders #1 QSR #1 Casual Dining “Life is tastier with KFC” “Happy Moments at Pizza Hut”
    • KFC’s Positioning: New QSR for Chinese Consumer Traditional QSR New QSR Core QSR strengths QSCV Maintain the core (QSCV) Focus on few products to Offer variety generate volume Focus on product taste Focus on product consistency (industrialize) Offer balanced choices Encourage balanced meals & Value drivers (“up size”) regular exercise Educate consumer on Eat lots of same product healthy life style frequently
    • KFC outperforms McD’s in major Food-Related Measures… Top 2 box% KFC McD Chicken expert 66* 45 Food expert 56* 45 Good taste 71* 55 Food variety 65* 54 Interesting new products 64* 47 Data source: BIT July 2008 *Significant difference, N=1900 in 47 cities 95 confidence level
    • … and in most Brand Imagery Attributes Top 2 box% KFC McD Fun and energetic 58 56 The leading QSR brand in China 63* 53 63 67* A brand I can trust 46 60* The QSR brand I like most 43 50* Advocate healthy life-style 44 58* Deeply rooted in China Data source: BIT July 2008 *Significant difference, N=1900 in 47 cities 95 confidence level
    • Building a Big Brand at KFC Community Involvement In Store Experience Menu designed for Broad Appeal Rooted in China integrated into their life
    • Building a Big Brand at KFC Community Involvement In Store Experience Menu designed for Broad Appeal Rooted in China integrated into their life
    • KFC Menu Design Strategy KFC is the chicken expert, but not chicken only Different cooking platform to enhance variety Meaningful side items/snack to support balanced choices Relevant menu for different daypart/occasion Product Innovation adapted to local taste
    • Building a Big Brand at KFC Community Involvement In-Store Experience Menu designed for Broad Appeal Rooted in China integrated into their life
    • A Step Ahead on In-Store Experience Passionate crew brings Customer Mania to life Up to date interior design Dedicated hostess program in every store Chicky program, a big hit with Kids 2 birthday parties per day on average in each store Chicky show during holidays Kids fun club to incorporate educational content
    • Building a Big Brand at KFC Community Involvement In-Store Experience Menu designed for Broad Appeal Rooted in China integrated into their life
    • Community Involvement, Not Gimmicks First Light Foundation - Awarding scholarships, building schools Chicky school program - Support by Educational Bureau on program design 3-on-3 Basketball tournament - Year 1 – 9,000 teams in over 150 cities, 48,000 participants - Year 2 – 13,200 teams in over 232 cities, 65,000 participants - Year 3 – 17,500 teams in over 300 cities, 80,000 participants - Year 4 – 21,000 teams in over 369 cities, 126,000 participants - Year 5 – 24,033 teams in over 400 cities, 140,000 participants
    • Building a Big Brand at KFC Community Involvement In-Store Experience Menu designed for Broad Appeal Rooted in China integrated into their life
    • KFC Brand has Emerged Stronger than Ever How we did it Development capability held penetration Strong belief in product innovation World class operation to support new sales layer (Breakfast, delivery) Robust local store marketing resource (Over 80 LSM coordinators / 9,300 hostess in the field) New success in youth segment
    • Pizza Hut, Dual Channels Brand Building Casual Dining Brand Home Delivery Brand Inspiring Functional Communication focused marketing Hot and on time Complete casual dining with 5 star service experience Menu designed Menu structured to explore for efficient, complete Western culture home meal replacement More than just pizza, a unique 1st Best delivery brand western casual dining experience with everyday affordable value
    • Pizza Hut Menu Strategy Home Delivery Brand Casual Dining Brand Pan, stuff crust and thin & New traditional dough, fast crispy dough bake Complete Casual Dining Risotto & pasta line to experience (appetizer, soup, enhance varieties salad, drinks & dessert) Appetizer, soup, salad and Exotic & interesting dessert make meal complete
    • Pizza Hut, Dual Channels Brand Building Casual Dining Brand Home Delivery Brand Inspiring Functional Communication focused marketing Hot and on time Complete casual dining with 5 star service experience Menu designed Menu structured to explore for efficient, complete Western culture home meal replacement More than just pizza, a unique 1st Best delivery brand western casual dining experience with everyday affordable value
    • Pizza Hut, Differentiated Experience Home Delivery Brand Casual Dining Brand Upscale décor package One national phone number Event driven in-store activities Well trained call center staff Hostess program to enhance “5-Star” feel Neat, clean & tidy delivery staff Tailored Tea Time menu design Delivery time promise
    • Pizza Hut, Dual Channels Brand Building Casual Dining Brand Home Delivery Brand Inspiring Functional Communication focused marketing Hot and on time Complete casual dining with 5 star service experience Menu designed Menu structured to explore for efficient, complete Western culture home meal replacement More than just pizza, a unique 1st Best delivery brand western casual dining experience with everyday affordable value
    • Pizza Hut, Differentiated Communication Casual Dining Brand Home Delivery Brand Retail message driven Escape from daily routine / ordinary Deliver functional benefits Festival / holiday fun moment Exotic / interesting Focus on leaflet PR effect for community involvement
    • Pizza Hut, Dual Channels Brand Building Casual Dining Brand Home Delivery Brand Inspiring Functional Communication focused marketing Hot and on time Complete casual dining with 5 star service experience Menu designed Menu structured to explore for efficient, complete Western culture home meal replacement More than just pizza, a unique 1st Best delivery brand western casual dining experience with everyday affordable value
    • East Dawning – The Choice of Chinese QSR East Dawning A promising future Higher frequency Sister to KFC Healthy, balanced in nature
    • East Dawning – Asset
    • East Dawning – Nutritious Breakfast Savory Chicken Rice Roll House Specialty Soft Bean Curd Congee with Fry Dough Mushroom
    • East Dawning – Mouthwatering Main meal Guizhou Chinese Ground Pork Tomato Beef Sichuan Spicy Sausage/Ham with Chicken Noodle Spicy Pork Chicken Rice Set Wing Rice Rice Set Rice Set Set
    • East Dawning – Tempting Snackables Steam Pork Dumpling Spicy Chicken Wing BBQ Pork Puff
    • East Dawning – Inviting Sweets/Drinks Mango Pudding Sesame Ball Summer Drink Crushed Ice Varieties with Milk
    • East Dawning – The Choice of Chinese QSR Chinese Fast Food meets KFC’s Standards
    • Building Dominant Brands in China Differentiated brand vision, based on consumer needs Stay relevant, ahead of trend Build core competency around food innovation
    • Support Capability Joaquin Pelaez Chief Support Officer
    • Support Capabilities That Set Us Apart Logistics Quality Systems Innovation Capabilities Manufacturing
    • Yum! Logistics China A Powerful Advantage Distribution Centers: 11 Satellite DC: 5 Processing: 2
    • Yum! Logistics China Brand Stores SKUs KFC 1,951 2,264 Pizza Hut Casual Dining 293 934 Pizza Hut Home Service 43 150 East Dawning 8 108 Total 2,295 3,456 . . . Last year our team traveled 31 MM kms, ~ 5X around the world Data thru July 2007
    • Upgrading Distribution Assets Upgraded and New DCs: Beijing, Shanghai, Guangzhou, Xiamen, Qingdao, Nanjing, Wuhan Shanghai Dough Commissary Current Upgrades and Construction Underway: Hangzhou, Chengdu Hangzhou Egg Tart Factory Future Upgrades: Shenyang, Xi’an, Harbin Cost: ~$5 million of CAPEX
    • Why Upgrade? Investing for Safety, Security, Growth Food safety / Ensure cold chain Secure freezer space for the future Plan for future store / volume growth Increase efficiency Prepare for store and brand growth 5 + 5 year plan Provide staff with improved work environment World-class distribution system to support world-class restaurant operation
    • Yum! Logistics China World Class Facilities
    • Food Safety and Quality Systems
    • Yum! China Food Safety Quality Systems Recent media attention has highlighted food safety and quality issues in China Seafood products Toys Pet foods Toothpaste
    • Commitment to Food Safety Much work has been done to improve food safety policy in China Has become top priority for the central government Importantly, our supplier base has shown high commitment to our standards and practices The whole industry is moving in the right direction
    • Yum! China Model Is Based on Traceability from Farm to Table Yum China Food Safety HACCP Based Program (Traceability based program) Restaurant QA Restaurant Microbiological HACCP Micro and and Chemical Performance Temperature Criteria criteria criteria
    • Yum! China Food Safety & Quality Model Restaurant Supplier Raw Yum China Education Enforcement Support Selection and Materials Standards Risk Assessment Control Certificate
    • Yum! China Food Safety & Quality Model Supplier Selection and control Re-qualified the right suppliers based on food safety, food quality, supplier quality programs and commercial standards Qualify suppliers based on Food Safety and quality capabilities and their implementation of HACCP programs Implemented at Yum! China a robust specification system
    • Yum! China Food Safety & Quality Model Raw Materials Control More specific criteria used for suppliers when purchasing raw ingredients Potential exposure to chemicals and pesticides Microbiological limits Irrigation water quality Labor and hygiene standards More surveillance at scheduled frequency Evaluation of how supplier’s food safety and quality program work Yum! sampling and testing of ingredients at our Food Safety Lab Enforcing regulatory compliance
    • Yum! China Food Safety & Quality Model Yum China Standards Specification Issue specification QA Audits HACCP Yum! Food Safety to qualified and compliance •Technical Lab Random suppliers based Testing •Functional Identify Critical Elements for Food Supplier Safety, Functional provides Performance and certificate and Not done prior to Sudan incident Traceability performance data Confirm certificate for key items New System in Place
    • Yum! China Food Safety & Quality Model Education Integrated educational requirements beyond primary suppliers Implemented Yum! China’s crisis management program Instituted HACCP discipline across all suppliers in Category I and including commissaries Created our Food Safety Experts Consulting Committee Communicated with our consumers, JV partners and all constituents about our efforts and commitments.
    • Yum! China Food Safety & Quality Model Enforcement Monitor: Adulterants and contaminants surveillance Sent letters of non compliance all the way to disqualification to those suppliers in violation of our standards Performance and set incentives for suppliers for high and low compliance Specification compliance and traceability based on HACCP
    • Yum! China Food Safety & Quality Model Restaurant Support Dedicated Field QA team (108 professionals) in all markets Support all restaurant openings Technical audit is conducted on every single restaurant 4 times per year Conduct technical audit ad product cuttings in the field Visit local authorities and develop good relationship Provide on site technical expertise on food safety, product knowledge to the restaurants
    • Yum! China Food Safety & Quality Model Restaurant Support Created the Food Safety and Regulatory Office Collected and updated the database on food law/regulation/standards and ensure full compliance Conducts random testing 10 times per year on our raw materials Participates in the formulation of Chinese food standards Operates the Yum! China Food Safety Advisory Committee (3 conducted) Communicates with officials, media and consumers on food safety issues
    • Lessons Learned Thus Far Our Food Safety approach has been suggested as a strong model for China Collaborating with officials at the central and local level to improve food safety practices across China Leadership commitment from the top (gov’t, industry) essential Demonstration of corporate leadership with actionable plans has earned credibility with consumers and regulatory officials Suppliers learning a great deal about traceability As a whole, the industry is moving in the right direction
    • Food Innovation Capabilities
    • Food Product Innovation Food innovation a core value in Yum! China Clear goal: Deliver great tasting, differentiated food for all brands and occasions Grounded in consumer insights, clear menu vision Menus with breadth in variety, quality, occasion Strategic brand fit Local know-how developed well over a decade Team understands local palate and cultural differences associated with food in China
    • Food Product Innovation Each brand focuses on business pillars and day parts Typically launch 80 + new products annually across our brands 170+ products in our pipeline at any time Yum! China has become an innovation leader for Yum! worldwide Pizza Hut Delivery Pizza Hut Casual Dining KFC Roasted products Beverages and Desserts Leveraging our know-how for big payoff: Chinese QSR
    • KFC Innovation Second Proteins Chicken Sandwiches
    • KFC Innovation — Soups & Salads, Snacks & Portables
    • KFC — Beverages & Desserts Hot & Cold Drinks Egg Tarts
    • Pizza Hut Casual Dining Elevating Food to New Standards
    • Pizza Hut Home Service New Traditional Dough Pizza
    • East Dawning Innovation
    • East Dawning Innovation Key challenges in the development of a Chinese QSR concept Commercialization of Chinese cooking techniques Food preparation and assembly in the BOH (Back Of the House) to meet the speed of service expectation of 90 sec.
    • Yum! China Manufacturing
    • Yum! China Manufacturing Why manufacturing ourselves? When there are no supplier options to execute our strategy When there is a proprietary product and we can do it better and more cost effectively that suppliers When manufacturing is a key enabler of our business model
    • Yum! China Manufacturing When there are no supplier options to execute our strategy (Dough Balls for Pizza Hut Home Service) Dough Commissary
    • Yum! China Manufacturing When there is a proprietary product and we can do it better and more cost effectively than suppliers (Egg Tart Commissary) Hangzhou DC and Egg Tart Factory
    • Yum! China Manufacturing When manufacturing is a key enabler of our business model and no capability exists in China
    • Support Capabilities Summary Strong logistic capabilities to support our growth Food safety and quality a “top corporate priority and a company mindset” Strong innovation capabilities for all our brands leading the pace in many business segments Developing self manufacturing capabilities where no capabilities exit
    • High-Return High-Return Development Lily Hsieh Chief Financial Officer
    • Profitable Expansion Continues Expanding multiple category-leading brands Unit economics yield excellent returns More than traditional units Penetrating large and smaller tier cities Unrivaled development capability
    • Unmatched Resource Commitments Today . . . 600+ development professionals on the ground Extensive people development programs Technical know-how and execution Incentive programs extract the best out of our teams Database of 475+ cities 2,500+ new build decisions provide rich catalog of learning
    • Strong Unit Economics Mainland China KFC Traditional Unit Average Unit Volume $1.0 to 1.2 ($ million) Average Transactions (‘000) ~300 Cash Margin 25% Cash Investment $490 to 540 ($000) Strong Return – Sales Are 2X Investment
    • Broad Reach, Extending to 475+ Cities # of Total Number Cities Population of City Tier Entered (MM) KFC Units 1 4 52 610 2 26 81 687 3 43 65 340 4 85 59 348 5, 6 318 81 331 TOTAL 476 339 2,316
    • Penetrating Beyond the Big Cities % of Total New Builds by Tier 46% Tier 3,4,5,6 Tier 1,2 57% 54% 57 % 2006 2007 2008 YTD
    • Going Beyond Traditional Units Bringing our Brands to a wider variety of destinations Units Railway station 35+ Bus station 15+ Airport 20+ Drive-Thru 25+
    • New Opportunities in Drive-Thru Car ownership rising sharply Foot traffic still important to unit economics
    • Maintaining Discipline in Our Rapid Expansion Build adjacent units to relieve pending capacity constraints Proactively optimizing service levels Helps solve queue wait time New-unit impact built into our economic model
    • Rigor Every Step of the Way Market mapping and trade zone identification Site selection and acquisition Project approval Construction and opening Post opening analysis Feedback loop, huge catalog of learning
    • Leverage Development Capability for Emerging Concepts Pizza Hut Home Service East Dawning Development teams already on the ground Leveraging the same extensive city, trade zone database
    • Expecting Another Solid Year of Expansion New Restaurant System Openings 506 475 409 396 354 302 302 266 167 '00 '01 '02 '03 '04 '05 '06 '07 '08 F
    • Summary Development continues to be a key growth driver Driven by strong returns Development capabilities Team/disciplined process/database a big competitive advantage Capability ready for new brand expansion