HISTORY OF KFCKentucky Fried Chicken

1900-1924Harland Sanders holds a variety of jobs

including: farm hand, streetcar conductor, army private in Cuba,

blacksmith's helper, rail yard fireman, insurance salesman, tire

salesman and service station operator for Standard Oil.

1930In the midst of the depression, Harland Sanders opens his first restaurant in the small front room of a gas station in Corbin, Kentucky. Sanders serves as station operator, chief cook and cashier and names the dining area "Sanders Court & Café."

1939The Sanders Court & Café is first listed in Duncan Hines' "Adventures in Good Eating.“

Fire destroys The Sanders Court & Café, but it is rebuilt and reopened. The pressure cooker is introduced. Soon thereafter Colonel Sanders begins using it to fry his chicken to give customers fresh chicken, faster.

1940 1949 Birthdate of the Original Sanders

marries Recipe Claudia Price

1952The Colonel begins actively franchising his chicken business by traveling from town to town and cooking batches of chicken for restaurant owners and employees.

1957Kentucky Fried Chicken first sold in buckets

1964Kentucky Fried Chicken has more than 600 franchised outlets in the United States, Canada and the first overseas outlet, in England. Sanders sells his interest in the U.S. company for $2 million to a group of investors headed by John Y. Brown Jr., future governor of Kentucky. The Colonel remains a public spokesman for the company.

1966The Kentucky Fried Chicken Corporation goes public.

1969The Kentucky Fried Chicken Corporation is listed on the New York Stock Exchange.

December 16, 1980Colonel Harland Sanders, who came to symbolize quality in the food industry, dies after being stricken with leukemia. Flags on all Kentucky state buildings fly at half-staff for four days.

1982Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. (now RJR Nabisco, Inc.) when Heublein, Inc. is acquired by Reynolds.

1997PepsiCo, Inc. announces the spin-off of its quick service restaurants - KFC, Taco Bell and Pizza Hut - into Tricon Global Restaurants, Inc.

2002Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its corporate name to YUM! Brands, Inc. In addition to KFC, the company owns A&W® All-American Food® Restaurants, Long John Silvers®, Pizza Hut® and Taco Bell® restaurants.

2008The Colonel has a new look! KFC updates one of the most recognized, respected and beloved brand icons with a new logo.

2009KFC introduces Kentucky Grilled Chicken

4 P’sProduct, Price, Place, Promotion

KENTUCKY FRIED CHICKEN

PricePrice is the any amount of money that customers

have to pay while purchasing the product. More broadly, price is the sum of all the values that consumers exchange for benefits of having or using the product or services.

Promotion• Promotion is the method used to inform and

educate the chosen target audience about the organization and its products. Using all the resources of promotion: • Advertising• Sales Promotion• Public Relations• Events and Experiences• Coupons, Discounts and Bundled packages• an organization finds most of its meanings and survival through promotion.

• At KFC, Promotion is the main tool to bring all chicken lovers attention towards its delicious one-of-a-kind.

KFC Mom’s Bucket Meal

Target Areas• Free home delivery - They provide free home

delivery to offices & homes • Accessibility – Resulting in several outlets to

cater to the needs of people in & around the city.

• • Hectic lifestyle – Due to the hectic lifestyle of office goings individuals the fast food concept saves time of preparing food and gives the customer a full meal quickly.

• • Economically convenient – The pricing

Product

• Anything that can be offered to a market to satisfy a want or need. KFC’s specialty is fried chicken served in various forms. KFC’s primary product is pressure-fried pieces of chicken made with the original recipe. The other chicken offering, extra crispy, is made using a garlic marinade and double dipping the chicken in flour before deep frying in a standard industrial kitchen type machine.

Products Of KFC

Chicken

• Original Recipe -It's what made Colonel Sanders and KFC famous. He

developed the secret formula of 11 herbs and spices in the 1930's in Corbin, Kentucky, and it still defines the irresistible flavour of KFC today.

• Wings-there meaty chicken wings pieces are lightly breaded in our special seasonings and fried to crispy perfection. They're great for lunch, dinner, or even while you're tailgating before the big game.

• Extra Crispy- This is for anyone who believes that the crunchier and crispier their chicken is, the better. KFC's Extra Crispy chicken is freshly prepared with a flaky breading and then fried to a crispy golden brown. You'll even hear the crunch as you bite through the crusty coating and get to the mouth-watering, tender, juicy chicken.

KFC famous bowls

• Mashed Potato bowl-a generous serving of our creamy mashed potatoes, layered with sweet corn and loaded with bite-sized pieces of crispy chicken.

• Rice Bowl-This bowl is freshly prepared with layers of your KFC favourites, including a generous serving of seasoned rice, sweet kernel corn and bite-sized pieces of all-white meat crispy chicken.

• Chicken and Biscuit Bowl- Our new bowl is a blend of mouth-watering KFC flavours and textures all layered together. We start with our signature mashed potatoes layered with sweet kernel corn and loaded with bite-size pieces of crispy chicken.

Sandwiches

• KFC Snacker- This is one of our most popular sandwiches. It's an all white meat chicken strip double-breaded for extra crispy crunch and the Colonel's signature sauce, served on a warm sesame seed bun.

• Double Down- The new KFC Double Down sandwich is real. This one-of-a-kind sandwich features two thick and juicy boneless white meat chicken filets (Original Recipe), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel's Sauce.

DESSERTS

• Double Chocolate chip cake-chocolate cake, drizzled with white icing.

• Little Bucket Parfaits-Available in four flavours: Fudge Brownie, Chocolate Crème, Lemon Crème and Strawberry Shortcake

SIDE DISH

• Mash Potatoes and Gravy-Whipped Mashed Potatoes with delicious brown Gravy. They go together like the Colonel and KFC.

• Cole slaw- We take cabbage, carrots, and onions and mix in a delicious dressing for a freshly prepared side that tastes good with any dish.

Product Advertisement

KFC DELIVERY

Segmentation

KENTUCKY FRIED CHICKEN

Demographic segmentation

• Age 6 to 65• Gender: both male and female• Family size 1-2, 3-4, 5+

Psychographic segmentation

• Upper and Middle Class• Lifestyle not specific• Personality: Ambitious and Authoritarian

Geographic segmentation

• Urban areas• Sub urban areas• KFC has outlets internationally and sells its

products according to geographic needs of the customer

SWOT Analysis(Strength, Weakness, Opportunity and Threat)

Kentucky Fried Chicken

Strength

• Brand Equity• Ranks highest among all chicken restaurant• Name recognition and reputation.• Strong trademark recipe• Very strong internationally• Constant improvement of chicken• Market leader in chicken foods for 50 years

• It has a strong distribution network such as outlets in shopping malls, airports, etc

Weakness

• Inflexibility of prices makes it unaffordable to lower class

• Unable to work out for their original ideas• The many sales of KFC lead to a confusing

corporate direction.• Unable to maintain sanitation and quality

standards• Lack of knowledge of their customers

• Mergers with different corporations resulted in big cultural problem for KFC

• Lacks focus on R & D.

Opportunity

• Changing demographic trends provides opportunity to diversify into new products and locations.

• Consumers are becoming health-conscious• Increasing demand for foodstuff eaten outside

the home• Increasing demand for foodstuff eaten outside

the home

Threats

• Animal Cruelty• Health trend• Changing customer demands• Less variety of products a threat to the

company• High rates may cause the customer to shift• Increasing number of health conscious

consumers

• To sustain a market leadership position in the global fast-food industry

• maintaining same standards at their international franchises

• facing strong competition from its competitors, such as McDonalds, Yum and Subway.

Competitors

McDonald's Corporation is the world’s largest chain of hamburger fast food restaurant, serving around 68 million customers daily in 119 countries. Head quartered in the US, the company began in 1940 as a barbeque restaurant operated by Richard and Maurice McDonald. A McDonald's restaurant is operated by franchise, an affiliate, or the corporation itself.

Jollibee is an American-style fast-food restaurant with Filipino-influenced dishes specializing in burgers, spaghetti, chicken and some local Filipino dishes. In the Philippines, Jollibee serves Coca-Cola products for its beverages; in overseas markets, the chain serves Pepsi products.Currently the largest fast-food chain in the country, it also has locations in the United States, Saudi Arabia, Hong Kong, Vietnam, Indonesia, United Arab Emirates and Brunei.

 Mang Inasal is the Philippine's fastest growing barbeque fast food chain, serving chicken, pork barbeque and other Filipino favorites, was first established on December 12, 2003 in Iloilo City.Currently, there are 445 branches nationwide and with over 10,000 employees system wide. MANG INASAL is doing its share in alleviating the unemployment burden of the country. The presence of every MANG INASAL in a certain area provides not only employment but also opportunities to community members including suppliers of calamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients.