alone - Yum!

“MULTIBRANDING IS THE BIGGEST INNOVATION IN THE QSR INDUSTRY SINCE THE DRIVE-THRU WINDOW!”another. Remember, the concept should be able to offer the customer a great dining experience that encouragesmore frequent visits.Aylwin: What do your customers think of it?Jackie: This is what our customers tell us: They say they love it, that they enjoy the variety, and that it helps satisfyeveryone in the family. It’s convenient for them because you’ve got two restaurants instead of one, and it’s fast.That’s because you’ve got a new store with the latest in equipment so you’re able to do things faster. We are workingto maximize the service time on the drive-thru to make sure customers get their food quickly. That brings thefocus to everyone that quick-service is important to the customer. And when you co-brand with A&W, you can seepeople heading to the table with those big, frosty mug Root Beer Floats. The kids can’t get enough of them. Thejukebox plays nostalgic music and it’s free. They love it. They can pick their own music if they want, but it plays allthe time anyway. We’ve done some consumer insight surveys and the people interviewed have given multibrandedrestaurants higher ratings than just the single brands.Al: Customers want and in most cases demand uncomplicated menu variety. Focus groups have told us that timeand time again. An old, redundant, or boring menu offering does not connect with today’s lifestyle. The concept ofMultibranding is much more relevant. But the true measure of customer acceptance and enthusiasm forMultibranding can be experienced through increased restaurant sales and more frequent core customer traffic.Customers have told us that they appreciate a quick-service concept that offers not only quality food but also arestaurant with established brand integrityLarry: What I tell you is anecdotal. When you open a multibranded restaurant and the volume doubles, then your customershave told you all they can tell you. It overcomes the “veto”— there’s something for everyone under one roof.Aylwin: How do you think Multibranding is being received in the greater franchise community?Jackie: I think most franchisees are open to and excited about the opportunity Multibranding brings to them.Franchisees I have talked to are happy with the results they have experienced with Multibranding and can see moreopportunity with future growth. Multibranding helps us protect our return on investment. I’m sure that’s very importantto all franchisees.Larry: I think it’s like anything else. There are people in any franchise community who are entrepreneurs by nature.People who are entrepreneurial, like me, are probably going to go after this kind of idea hammer and tong and“Yum! is focusing onimprovements to both ourexterior and interior image,concepting, back-of-thehousethroughput systemsand speed of service.”“Typically, salesrise at least 20%when a secondbrand is added toanother Yum!Brand.”17.