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1. Kentucky Fried
Chicken (KFC)
Whitney Lee Wilkins
Joanna Bonilla
Kristyn Dickerson
Martha Hubacher
Danielle Dow

2. History
• Colonel Sanders
– How it all started
– Secret recipe

3. 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

4. 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

5. KFC’s Strategy
• What makes them successful
– Taste test
– New Items
– Training
– Restaurant Upgrades
– Name Change

6. Strategies cont…
• Customer Service
-matches quality of food
-Service Time/Goal
– 60 seconds

7. Strategies cont…
• Online Ordering
– 1999, online ordering introduced
– Partnered with Cybermeals, Inc
– Currently available in San Diego
WWW.KFC.COM

8. 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?”

9. 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)

10. Advertising and Endorsements
• Fernando Arian
– To reach out to the growing Hispanic
community
– First ever “national Spanish language
advertising and community outreach
campaign”

11. Competition
• Top competitors
– Popeye’s
• Has same strategy as KFC
– Boston Market
• Specialize in Rotisserie chicken
• High class atmosphere
• Focus on nutrition

12. 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

13. 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/

14. 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!