2000 Annual Report - Yum!

Chicken QSR Sales
KFC 53%
Popeye’s 9%
Church’s 6%
Regional’s 4%
Independents 28%
20% of KFC system
restaurants had a
brighter, slicker look
in 2000, and more
upgraded units are
on the way in 2001.
18 TRICON GLOBAL RESTAURANTS
KFC “Since building a
foundation for our chicken
sandwiches in the fourth quarter
of 1999 – when we grew the
category more than any other
chain – we’ve since doubled our
1999 sandwich share and are now
aggressively competing for more.
“We’ve positioned ourselves
with a delicious line of freshly made sandwiches,
including Original Recipe, Tender Roast, Triple
Crunch, Triple Crunch Zinger and Honey BBQ.
And last fall, we extended this sandwich line with
the Twister – a unique, zesty, hot-wrap sensation
that’s proving it can keep customers coming back.
“We are optimistic about KFC because we have a much stronger
and balanced calendar featuring sandwiches, chicken-on-the-bone,
strips and wings news throughout the year. We also have an incre-
mental half percent of national advertising, or 11 extra weeks on-air,
to promote the variety of our menu.
KFC has strategically
invested in
consumer learning
and product development
to ensure
we have top-quality,
consumer-preferred
products across
our menu.
“With a new leadership team in place, we’ve set our sights on two
primary goals: operational excellence and brand differentiation. We’ve
intensified our focus on superior CHAMPS performance; a targeted
new advertising campaign to draw in a whole new
Cheryl Bachelder
President and
Chief Concept Officer
Mark Cosby
Chief Operating Officer