Taste - The Future of The KFC | Inside KFC EP3
KFC is working to change its public image from a fast-food chain known for unhealthy fried chicken to a brand offering more diverse and healthier options. Marketing director Megan is leading efforts to understand customer perceptions and introduce new products like barbecued pulled chicken. Despite challenges, such as negative perceptions of fast food and logistical issues at certain locations, KFC is investing in research and development to create products that appeal to health-conscious consumers. Franchisees play a crucial role in this transformation, as their support is needed for new product launches. The video highlights the importance of customer feedback and franchisee involvement in KFC's strategy to remain relevant and competitive in the fast-food industry.
Key Points:
- KFC aims to shift its image from unhealthy fast food to offering healthier options.
- Customer perceptions are crucial; KFC invests in research to understand feelings about the brand.
- New products like barbecued pulled chicken are being tested to appeal to health-conscious consumers.
- Franchisee support is essential for launching new products and maintaining brand standards.
- KFC's strategy includes diversifying its menu to attract a broader customer base.
Details:
1. 🍗 From Dream to Global Giant: KFC's UK Expansion
1.1. Sales and Revenue Metrics
1.2. Expansion Strategy and Goals
1.3. Challenges and Market Dynamics
2. 📈 Navigating Market Dynamics and Public Perception
- KFC serves 22 million customers annually across 860 UK stores, with 85% of the British public consuming fast food at least once a month.
- Despite the popularity, KFC struggles with a negative image, often being labeled as unhealthy due to high salt content and greasy food.
- Marketing efforts are underway to change public perception, with investments in research to understand consumer feelings rather than just thoughts.
- Research reveals mixed consumer perceptions: while some value the taste and indulgence, others associate KFC with negative aspects like poor hygiene and unhealthy eating.
- A specific location, Denton Rock, underperforms due to accessibility issues and poor service quality, impacting customer return rates.
- In contrast, Cheshire Oaks location broke sales records in the Northwest by selling 1 million pieces of chicken, attributed to good management and team engagement.
- Franchisee success story: Aki, a franchisee since age 28, has grown his portfolio to 13 stores through significant investment and adaptation to market changes.
- Aki emphasizes the importance of evolving with customer expectations to avoid the fate of brands like Wimpy that failed to adapt.
- KFC's franchise model requires at least £1 million investment, highlighting the financial commitment needed to become a franchisee.
- KFC inspectors conduct unannounced visits to maintain standards, ensuring operational compliance across stores.