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By: Alex, Miranda, Maddie, Dan, Jillian, Frankie

Product

• Although KFC is famous for their Original RecipeⓇ and


Extra Crispy™ fried chicken, this campaign will focus on
KFC’s brand image and perception among consumers.
Primary Market Research
Facebook Survey
QSR - Market Overview
• Size
• $206 Billion U.S. revenue in 2016 ($570 Billion Internationally)

• 250,000 QSRs in the U.S.

• Estimated that 50 million people eat at a QSR every day

• Trends
• Annual growth of 3.1% from 2012-present

• Estimated $210 Billion U.S. revenue in 2017


QSRs — Chicken
• In 2012, Chick-fil-A overtook KFC as the top selling chicken QSR in the US


◦ KFC has remained second since


Direct Competition
Other QSRs focusing on chicken
Original recipe and extra
Original Chicken Sandwich Cajun Flavors
crispy

Healthy Options Local flavors Promotions

Considered Classier Bringing back the colonel Rebranding


Perceptual Map
Fried Chicken Restaurants
Perceptual Gaps
Activity
Ad Campaigns, sales promotions, etc.
Current KFC Ads

KFC is currently running ads that are


comedic and targeted at millennials. We
want to increase their sales and influence
by targeting a different demographic and
appealing to emotion.
Past KFC Advertising Campaigns
Average Sales per Restaurant
Increased sales after campaigns to feature real chicken and reintroduction of
the colonel
Kentucky Fried Chicken - average sales per unit in the United States
from 2006 to 2016 (in thousand U.S. dollars)
1,250

1,060
994 1,000
1,000 977 967
Sales per unit in thousand U.S. dollars

960 940 957 942 960


933

750

500

250

0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016