Marketing Background<br />Birth year: 1930<br /># of branches worldwide:20K+<br /># of Branches in Metro Manila: 92<br /># of Branches outside MM: 61<br />Year founded in the Philippines: 1967<br />Worldwide Presence: 109 countries<br />Sister Brands: Pizza Hut, Taco Bell, A&W<br />Marketing Tidbits: it is beginning to resurrect its non-acronymic branding, KENTUCKY FRIED CHICKEN since 2007<br />Trivia: the secret recipe is composed of 11 different herbs and spices<br />
Fast Food Industry in the Philippines<br /><ul><li>“Fast food” generally refers to the type of restaurants that sell quick, inexpensive take-out food.
During a relatively brief period of time, the fast food industry has helped to transform not only diet, but also landscape, economy, workforce, and popular culture.
Like every other country, the food industry has flourished very well in Philippines. The total market of the fast food segment in 2000 was over PhP 30 B.
Jollibee Foods Corp excluding its franchisees remains the undisputed number one brand in Philippine consumer foodservice with its brands generating almost 13% of sales among chained players.</li></li></ul><li>And so, why KFC?!<br /><ul><li>Researchers agreed that it must be a quick service fast food restaurant
Researchers perceived KFC spaghetti is less popular
Considerable number of presence vs. Jollibee (600) and McDonald's (235)
Researchers believe that the group would immediately recognize the taste of these top two brands already, thus, futile</li></li></ul><li>D<br />I<br />S<br />L<br />I<br />K<br />E<br />S<br />
RECOMMENDATIONS<br /><ul><li>To enhance color, researchers recommend using FD&C Red No. 40- Allura Red AC, E129 (red shade) to achieve acceptable redness
To enhance saltiness, salt agents are recommended to achieve acceptable saltiness
To enhance sweetness, cooking sugar is recommended to achieve acceptable sweetness
To achieve desiredlevels of oiliness, researchersrecommendusinglessoilsincebeefisoilybynaturealready
To achieve desiredbeeftenderness, researchersrecommendthe use of meat-tenderizingagents, such as pressurecookers</li></li></ul><li>RECOMMENDATIONS<br /><ul><li>To achieve desiredmeatvariants, researchersrecommendaddinganyorall of thefollowing: hotdogs, salami, pepperoni, and hamTo achieve thedesiredamount of meat, researchersrecommendincreasingmeatquantity per serving
To achieve desiredfirmness, researchersrecommendcooking pasta over continuos boilingwaterfor 8-12 minutes
To achieve a lessstickyfeature of the pasta, researchersrecommendadding a relativeamount of oiltothewaterwherethe pasta will be cooked.</li>