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HISTORY OF KFC

Kentucky Fried Chicken



1900-1924

Harland Sanders holds a variety of jobsincluding: farm hand, streetcar

conductor, army private in Cuba,

blacksmith's helper, rail yard

fireman, insurance salesman, tiresalesman and service station

operator for Standard Oil.



1930

In 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."



1939

The Sanders Court &

Café is first listed inDuncan 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 Sandersbegins using it to fry his chicken to

give customers fresh chicken, faster.



1940 1949

Birthdate of the Original Sanders marries

Recipe Claudia Price



1952

The Colonel begins actively

franchising his chicken business by

traveling from town to town and

cooking batches of chicken forrestaurant owners and employees.



1957 Kentucky Fried Chicken

first sold in buckets



1964

Kentucky 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.



1966

The Kentucky Fried Chicken

Corporation goes public.



1969

The Kentucky Fried ChickenCorporation is listed on the

New York Stock Exchange.



December 16, 1980

Colonel Harland Sanders, who

came to symbolize quality in the

food industry, dies after being

stricken with leukemia. Flags on allKentucky state buildings fly at half-

staff for four days.



1982

Kentucky Fried Chicken becomes a

subsidiary of R.J. ReynoldsIndustries, Inc. (now RJR Nabisco,

Inc.) when Heublein, Inc. is

acquired by Reynolds.



1997

PepsiCo, Inc. announces the spin-

off of its quick service restaurants -

KFC, Taco Bell and Pizza Hut - intoTricon Global Restaurants, Inc.



2002

Tricon Global Restaurants, Inc., the world's

largest restaurant company, changes its

corporate name to YUM! Brands, Inc. Inaddition to KFC, the company owns A&W® All-

American Food® Restaurants, Long John

Silvers®, Pizza Hut® and Taco Bell® restaurants.



2008

The Colonel has a new look! KFC

updates one of the most

recognized, respected and belovedbrand icons with a new logo.



2009

KFC introduces Kentucky

Grilled Chicken



4 P’s

Product, Price, Place, Promotion

KENTUCKY FRIED CHICKEN



Price

Price 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 andeducate the chosen target audience about theorganization and its products. Using all theresources of promotion:

• Advertising • Sales Promotion • Public Relations • Events and Experiences

• Coupons, Discounts and Bundled packages • an organization finds most of its meanings andsurvival 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 chickenmade with the original recipe. The other

chicken offering, extra crispy, is made using a

garlic marinade and double dipping thechicken 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. Hedeveloped the secret formula of 11 herbs and spices in the1930's in Corbin, Kentucky, and it still defines theirresistible flavour of KFC today.



• Wings

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



• Extra Crispy

- This is for anyone who believes that the crunchier and crispiertheir chicken is, the better. KFC's Extra Crispy chicken is freshlyprepared with a flaky breading and then fried to a crispy goldenbrown. You'll even hear the crunch as you bite through the crustycoating 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 piecesof crispy chicken.



• Rice Bowl

-This bowl is freshly prepared with layers of your KFCfavourites, including a generous serving of seasoned rice,sweet kernel corn and bite-sized pieces of all-white meatcrispy chicken.



Sandwiches

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



DESSERTS

• Double Chocolate chip cake

-chocolate cake, drizzled with white icing.



• Little Bucket Parfaits

-Available in four flavours: Fudge Brownie, ChocolateCrème, Lemon Crème and Strawberry Shortcake



Product Advertisement



Segmentation

KENTUCKY FRIED CHICKEN



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



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



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.



Competitors



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 alleviatingthe 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

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