KFC - Fast food for modern life

Main products of KFC are: Buckets, Burgers and chicken Twisters and Colonel Crispy Strips with dishes more style homeland. In 2001, KFC has carried out development planning for new products and ” Soul Food ” is a new product in that strategy.

Market In recent years customers of the enterprise business services food has decreased due to the strong degradation of the global economy with the worse of the speed of production of domestic production and the number of tourists International visitors to the UK. Moreover nỗi fear of sharks phi consumers are directed to their source of food safety for health. Although these factors are not impacted sales, industry services in the UK still subject to a more flexible all the expectations of analysts and experts, with the growth of 25% since 1999 and reach the value of goods sold is 26.5 billion in 2004 (according to Mintel). Unit number of customers of this service stands at 177.6 thousand in 2003, an increase of 6.8% compared with 1999. In 2003 there were 5,224 million service transactions, an increase of 15.6% compared with the year 1999 (according to Euromonitor). Fast food continues to show its positive during the past when accounting for 53.6% of all transactions on food service in 2003, and exceed the market share of its 52.2% in 1999 (according to: Euromonitor)

Achievements In the 2004 and 2005, KFC has originated with a successful campaign called “soul singing” follow from the success of the campaign “Soul Food” in 2003 and 2004. Strategy “Soul Food” KFC has helped create a system of brand identification complete and developed a relationship with good customers. Inherit a victory that, “soul singing” now has KFC brand development. Group KFC set base in Louisville, with a system of restaurant chicken dishes popular in the world. In the UK KFC has built mình 1 for the 680 system used for warehousing reserves chicken. The entire KFC owned by Yum corporations are operating with more than 33,000 restaurants in more than 100 countries around the world. Four companies KFC, Pizza Hut, Taco Bell and Long Jonh Siver is the leading brand of global Yum! The company is open about three restaurants every day and the restaurant industry retail international growth best.

History In 1939 Colonel Harland Sander introduced to the world flavors innovative product of their original formula of chicken dishes ran Kentucky. Since then millions of people around the world have been very exciting to his restaurant to enjoy the dishes accompanied by fresh bread Mozambique and the heat. Colonel Harland Sandner birth 9 9 1890, began actively involved in the business of chicken meat in age of 65. Currently KFC business that he has caused growing up to become one of the service system provides fast food the world’s largest. Colonel Sander and a pioneering service for restaurant meals has become a symbol of the spirit operating. Colonel’s father died when he was 6 years old and his mother to go to work, to care for him his brother 3 years old and her little sister. This means he must be the concern of all the work of supporting the family in 7 years and he knows to cook some local dishes. Year 10-year-old received his first job at a nearby farm with salaries 2 $ a month. Year 12 years, his mother and his re leaving home to work in farms. He made a series of tasks within a few years, first as the train driver, then a Second soldiers 16 years old men go 6 months in Cuba and then do fireman in the railway sector, education law, in practice the conciliation of the trial court, selling insurance, working in ferry boats Ohio River waterway, lop sell cars and in stations. Age 40 years, he started cooking for your hungry tourists stop in the abdomen platform in Corbin, Kentucky. He does not have a restaurant which served all but one on the dining table in his office a quarter of the station. When more people know about the foods of his, he switched to a restaurant and hotel with 142 seats. More than 9 years after he completed a complete menus and cooking techniques fundamental still be used to make chicken until today. Sander brand names of the more famous, the Director Ruby Laffoon made him the room nurse in Kentucky năm 1935 recognition of his contributions in the creation of technical cooking. However at the beginning of the 50 one avenue among the states rounds through towns in Corbin was planning to build, Sander auctioning the property when notice here is an end to their business. Believes in the quality of meat chickens ran their own, he has traveled around the country by car from restaurant to restaurant otherwise, cook chicken dishes for the restaurant to their comments. There will be a contract agreement restaurant will pay for his Niken to a sale of chicken meat ran his. In 1964, Sander has added more than 600 university li be granted chicken meat business in the United States and Canada. In which he has transferred passion for their Jonh Brown, who later was the state of Kentucky from 1980 to 1984, with 2 million USD. However, KFC once again change the subject, Heublien Inc won KFC with 285 million dollars on 8 months 7 years 1971, Heublien has developed more than 3,500 restaurants widely around the world. Kentucky then again become a member of Pepsi Co and to 1, 1997 Pepsi Co Inc announced on the separation of the brand’s it, they combined 4 Brand name KFC, Taco Bell and Pizza Hut as a company independent Tricon Global Restaurants is. At the first 5 months of 2002 the company declared changed its name to Yum. This company owns A & W, All - American Food Restaurants, the system of a KFC restaurant, Long Jonh Silvers, Pizza Hut and Taco Bell, this is a company of the world’s largest quantity of restaurants, restaurants with nearly 32,500 li of the more than 100 countries worldwide.

Product Main products of a KFC Buckets, Burgers and chicken Twisters and Colonel Crispy Strips with dishes more style homeland. But in 2001, KFC has conducted planning to develop new products for themselves and “Soul Food” is a new product in that strategy. Products “Soul Food” was first sold in stores is “salat warm chicken meat”. The success of “Soul Food” has led to a change for the new KFC. Prior to the occurrence of “Soul Food” the price is the lowest in KFC’s menu is $ 2.99 and this is an obstacles in how to attract customers. Meanwhile since the occurrence of “Soul Food”, this time the price will be considered in a different way, the value of the product that gives customers the correct amount they spent on making them feel thoải roofs and satisfied at the same time, loyal to the product.

Recent Development Philosophy of “Soul Food” has a real impact on the entire system of KFC outlets. The stores are designed according to principles philosophy, “Soul Food” has expressed itself in all aspects of communication, from the window, posters advertising the table menus and uniforms of the staff. Shops and menus have been standardized, the fresh red, green and gold was replaced by natural color. Promotion Early 2003’s business fell into a KFC circumstances challenging. Fast food market in weight loss reduction, KFC must wrestle with the growth of competition from pizza bread, supermarket food available and the number of large retail stores sanwich cake. Moreover the media focus on the bad side of fast food. Therefore the people in the field of fast food have been through the significant harm. To overcome this challenge KFC need to check not only products, but also the image of himself. “Soul Food ” be creative by BBH has demonstrated himself as a creative bring effective with each different product, then there will be a message image different product, a product promote good will created is a feel good with our customers. ‘Soul Food “was successful in building up a relationship of customers and create a good impression with customers about the product. In fact the advertising success of himself, “Soul Food” has attracted and links with customers and customer recognition with the slogan ” People like me “

Brand Value The objective of the KFC brand is to offer consumers a leading brand names of food, the creative bright and fun for all people at all ages. Much research indicates that, KFC is now understood as a fun brand and include many meanings.

KFC Shop

The value of the strategy “Soul Food” has been that our customers understand and accept.

The thing which you may not know about KFC

• Each day, KFC welcome nearly 8 million customers worldwide.
• Every year, more than one billion “finger lickin ‘chicken is delicious served for the main meal.
• Chickens are processed at the same formula that Colonel Harland Sander was the creation more than half the previous century.
• Consumers worldwide have used more than 300 different products are processed from Chunky Chicken Pot Pie in the United States to fish cakes sanwich replied in Japan.
• More than 50 years ago, Colonel Sander was the development of “a substitute food at home” - sold enough food for busy families.
• In many years, Colonel Sander has stored formula in the first phase of their day and this formula was stored safely in Louisville. In Kentucky. only a few people know the formula worth millions of dolla that (they and those they have signed their contract to ensure the confidentiality of this formula)