BYA Update
Solid sales growth across the world, with renewed strength recently
South Africa Middle East Netherlands Europe FBU Mexico Asia FBU Australia U.K. France India Japan Germany Russia YTD 17% 9% 8% 7% 6% 5% 5% 4% 4% 1% Flat -1% N/A
Note: YTD same-store-sales growth above are estimates, including results from both company and franchise restaurants
Chennai
Indonesia
Pakistan Japan
Win
Tie Lose
Taste Dinner Quality Complete Meal
When you add it all up, its all about tasty, finger lickin good food and the sheer pleasure of eating it. No place understands that more or does it better than KFC.
TASTE
Unified Taste Positioning Around the World Has Helped Give KFC a Solid Focus for Brand Building Strategies and Tactics
Taste at the core
Focused advertising Focused advertising Improved food footage Improved food footage Consistent tagline & VO Consistent tagline & VO
Focused Product Dev. Focused Product Dev. Better calendars Better calendars
Theres nothing like the irresistible taste of KFC. Only KFC is real chicken made with the Colonels Secret Recipe.
Better Menu Boards Better Menu Boards Enhanced Food Photography Enhanced Food Photography
Clear Pipeline Direction Clear Pipeline Direction Easier to spot best practice Easier to spot best practice
Beginning to Translate to store Beginning to Translate to store dcor and packaging dcor and packaging
Hot Rods whole muscle chicken pieces in spicy marinade and breading on a skewer
Famous Bowls mashed potatoes, layered with sweet corn, bite size pieces of crispy chicken, home-style gravy and shredded cheddar cheese.
Veggie Bucket - fresh vegetables, coated in 11 Herbs & Spices and fried golden brown to seal in the flavors.
Old Logo
New Logo
Youthful energy Apron to signal his passion for great tasting food Friendlier, more welcoming Phased execution approach being developed carefully, but deliberately generating positive spin
All YRI markets involved in design brief and selection Design is flexible to local market needs. (Text is localized.) Phased introduction across YRI starting Q1 2007
KFC Menu Boards Are Being Upgraded Using Industry Best Practice
1. 2. 3. 4.
Harmonized Color Palette Larger Food Shots Scientific Layout Consolidated Prices
New Menu
Example: MENA
YRI Key Strength Ability to Understand Local Culture and Advertise Accordingly South African TV Advertising examples
We successfully market to multiple market segments. Local management has developed deep insights into local culture. The needs and aspirations of different social groups are widely different.
Clear Brand Strategy for KFC and 2006 Results Point to Finger Lickin Good Future
1. Global Brand Essence Great Taste 2. Menu Vision Global brand with a local heart
Pizza Hut Broad Menu Principles Allow for Creative Local Adaptation
Cheesy Bites
Cheese Burst
Shawarma Pizza