KFC
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The information herein is collected from many on-line materials and was presented as internal assessment work in the class of "Strategic management"
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KFC
- 2. Presenter Suraj Ghimire Presented to Subash Sir
- 3. Time line Started with “Sanders Court & Cafe” at a gas station 1930
- 4. 1935 1937 The title of honorary ”Kentucky Colonel” “Sanders Court & Cafe” expands the restaurant
- 5. 1939 Altered the cooking process to reduced cooking time
- 6. 1940 • Devised what came to be known as his “Original Recipe” • Contain 11 herbs and spices is still a trade secret
- 7. 1950 • Shut down Sanders Cafe and Restaurant 1952 • Travels the U.S. to sell his chicken to restaurant owners • First to take franchise offer was Pete Harman
- 8. • Number of franchised 1964 1960 outlets 600 • Sold the entire 1964 KFC franchising operation • KFC went public 1966 • Listed on the NYSE 1969 First KFC outside North America
- 9. 1971 KFC was acquired by 1980 Colonel Harland Sanders Passes away
- 10. • Heublein & KFC Inc. was 1985 1982 acquired by RJ Reynolds • Nabisco was bought by R.J. 1985 Reynolds, forming RJR Nabisco • PepsiCo, Inc. acquires KFC from 1986 RJR Nabisco, Inc Chicken Little Sandwich
- 11. 1990 1987 1995 Entered Canada with brand name as “Poulet Frit Kentucky” Entry in India
- 12. 1997 PepsiCo, Inc. announces the spin-off of its quick service restaurants KFC, Taco Bell and Pizza Hut into Tricon Global Restaurants, Inc. 2002 • Tricon changed it's corporation name to Yum! Brands, Inc
- 13. 2003 2007 Start Marketing PETA Protest Chicken as Extra Crispy
- 14. 2009 Enters Nepal, its first restaurant in Durbar marga.
- 16. Logo LOGO Changes: Red color to make it more vibrant, a Smiling face and a apron
- 17. Goals Of K.F.C Build an organization dedicated to excellence Deliver superior quality and Mission statement value in our products and services. “To be the leader in western style quick Maintain a commitment to service restaurants innovation through friendly service, good quality food and clean Generate consistently superior atmosphere ” financial returns and benefits our owner and employees.
- 18. Internal Factors SW • Multi branding Strategy • Conflicting Corporate Cultures • Name recognition and Reputation • Secret recipe • No defined target market Strengths • Employee Loyalty Weaknesses • Franchisee disputes • Global Expansion • Time it takes to market new • Targeting Non- Traditional Outlets products
- 19. External Factors OT • International Appeal • Competition to American • Consumer health products food trend • Economies of Scale • Saturated fast food and Scope industry • New market • PETA • The downturn of the US economy
- 21. About the Secret K.F.C recipe Written in pencil on a single sheet of notebook paper and signed by Sanders Kept locked away at the KFC headquarters in Louisville Only two executives have the key Company uses different suppliers for their ingredients to keep their recipe a secret
- 22. Strategic Management Market • KFC will introduce their present and new products and services into new Development geographic/demographic areas. Product • Bring back rotisserie chicken Development Concentric • Add more to KFC product & service Diversification variety to the patients
- 23. Implementations Market Meals will be Expand menu Research sold at cost • Determine • Healthier • Determine area’s choices effects on demand to budget determine boundaries
- 24. Training & Development TD intuitive interface makes it easy to organize, schedule, deliver, track and report all the information necessary to support your e-learning strategy. BENEFITS Easily manage course administration, class scheduling, curriculum & course dependency controls and scheduled classes notification. Proactively notify employees, supervisors and administrators of training needs Get proactive notification before training expires.
- 25. Good Quality Food Cook their products well above the minimum temperature recommended by WHO Follow standard procedure to minimize risk of cross contamination between raw and ready-to- eat products Use of non-hydrogenated palm oil that contains insignificant amount of trans fat and it is 100% free Team of food technologists constantly experimenting with new flavors and creative concepts to provide more values, choices and healthy options for their customers
- 26. Supplier Quality The STAR KFC use Conduct an Suppliers quality raw AUDIT Food annual performances materials comprises two technologists supplier audit are constantly from versions:- conduct namely the monitored reputable STAR AUDIT •The Food through quarterly QA suppliers which is a Safety regular evaluations such as YUM •Quality submission of on in-house NESTLE, UBF, Systems Audits suppliers proprietary quality McCain & programme. reports Jomalina
- 27. Kitchen Operations Different Different Different Cooking Crew utensils Area
- 28. Contd… • The main attributes for KFC excellence are CHAMPS
- 29. Mystery Customer Program KFC has Mystery Customer Program known as CHAMPSCHECK which evaluates customers experience in their restaurants. They have appointed a reputable surveillance company to check against the CHAMPS concept Every restaurant is subjected to a visit by a Mystery Customer and the dine-in/take away experience is evaluated and scored KFC sets a minimum standard of 90% as passing score for this evaluation
- 30. Creative Marketing Filling potholes and stamping the fresh pavement with "Re-freshed by KFC”
- 31. UNFRIED, UNTHINK Introduced their new UNFried menu item on April 27, 2009; Kentucky Grilled Chicken (KGC) Provides the consumer an option to choose between the fried or grilled chicken. April 27th was “UNFry Day” KFC offered 2 free pieces of Kentucky Grilled Chicken to all consumers This pseudo-event received nationwide publicity
- 32. Change in Punch lines Old Punch line: ‘Taste you'll just love to EAT‘ As ‘Finger licking’ is Have to drop the word “EAT” considered as unhygienic