Multibranding - Yum!

2003 was a challenging year for KFC. Early
in the year we had some success with Honey
BBQ Boneless Wings, which drove samestore
sales by 6%, however our sales for the
balance of the year declined. After listening
to the voice of our customers, we have identified
the critical issues that have caused our customers to visit
us less frequently. Simply put, our customers told us we need to
be more Relevant, and more Reliable. We’re going to respond by
working hard to rebuild that trust, and re-earn customer loyalty.
We have a plan in place for a fresh, exciting KFC, one that our
customers will consider Relevant and Reliable. We began that
journey toward the end of the year by introducing ads that invite
our customers to KFC What’s Cookin’, which got people talking
about our unbeatable fried chicken. We then were named as
one of the top 10 fastest drive-thru restaurants in America by
QSR Magazine, a major win on the operations front. Building
on this momentum, in 2004 we will be introducing new, delicious
non-fried products, outstanding value meals, better-run
restaurants, new menu boards and improved product packaging.
And we’re not going to stop there….You’ll see a whole new
advertising campaign that will remind our customers that our
fried chicken is kitchen-fresh. And one of America’s hottest
race car drivers, Dale Earnhardt Jr., will be behind the wheel
of the new KFC car, convincing our customers to rush to KFC
this summer for our Finger Lickin’ Good fried chicken.
As you can see, there’s a lot cookin’
at KFC.
Gregg Dedrick
President and Chief Concept Offi cer, KFC
19.