EXECUTIVE SUMMARY
Restaurant business is one of the oldest known to man and to a large extent is still an art and will remain so in future. System and practices make the job of managing a hotel or restaurant much similar, but the human element is difficult to systemize. The field of restaurant business is interdisciplinary. It draws up economics, psychology, management, food technology, architecture and marketing clustered together. It is a business of hospitality.
Multan is one of the oldest cities of Pakistan and is expanding everyday. The trend of the people of Multan is drifting extensively towards modern means of socializing and relaxation. People are getting more involved in fast food. Therefore, we have worked on the marketing management of KFC to see how it’s affecting the lifestyle of people in this locality.
KFC, the name requires no explanation. It is a chain of restaurants operating in more than 80 countries with over 1000 outlets around the world – from Shanghai to Sao Polo; from the sand of Saudi Arabia to the side walks of New York and now in Pakistan. It is part of the Tricon restaurants internationals which is one of the most leading multinational organizations in the world. Said to be the second most famous and largest fast food franchise in the World, No. 1 brand in Asia with the market leader ship in Japan, China, Malaysia, Indonesia, and Korea.
In this report, we have discussed the history of KFC; Its evolution and expansion in Pakistan, KFC’s sales and promotion techniques, operational activities and unique style. This organization’s internal and external analysis, its strengths, weaknesses, opportunities and threats are discussed in this report.
We have proposed a new product, Chocolate Brownies, which satisfies the KFC customers who seek dessert in the restaurant but find none. We have discussed its marketing strategies and pricing policy. If this product is actually introduced, more customers and more value will be attracted towards KFC.
KENTUCKY FRIED CHICKEN
Food, fun & Festivity, this is what KFC is all leading the market since its inception, KFC provides the ultimate chicken meals for a chicken loving nation. Be it colonel sanders secret original recipe chicken or the hot & spicy version, every bite brings a yum on our face. At KFC we can proudly say, “We do chicken right”.
Perfecting its secret recipe of 11 herbs and spices in 1939, KFC has come a long way. With over 10,000 outlets in the world, KFC has maintained its title, for the last 60 years, of being the chicken Experts. Opening the first KFC outlet in Gulshan-e- Iqbal in 1997. KFC wore the title of being the market leader in its industry. Serving delicious and hygienic food in a relaxing environment made KFC everyone’s favorite. Since then, KFC has been constantly introducing new products and opening new restaurants for its customers. Presently KFC is branched out in nine major cities of Pakistan (Karachi, Lahore, Gujranwala, Sukkur & Muree) with more than 45 outlets nation-wide.
KFC, based in Louisville, Kentucky, is the world's most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™ and Colonel's Crispy Strips® chicken with home-style sides and freshly made chicken sandwiches. Since its founding by Colonel Harland Sanders in 1952, KFC has been serving delicious, already-prepared complete family meals at affordable prices. KFC has more than 11,000 outlets in 85 countries and territories around the world, serving some 8 million customers each day.
KFC fast-food chains are currently under the restaurant division of Pepsi Co Incorporated. Pepsi Co. is a corporation with three divisions including beverages, snack foods, and restaurants. The restaurant division of Pepsi Co. is named as YUM! Brands Inc. Yum! Restaurants International (YRI) is the division of Yum! Brands that operates all restaurants outside the U.S.A. YRI is Pepsi Co.’s fastest growing and most profitable division. In fact, KFC makes more profit outside the U.S.A. than in the U.S.A. In 2002, the YRI system opened a record 1,051 traditional restaurants with over 6,000 KFC outlets and over 4,000 Pizza Huts.
The financial position of PepsiCo is very good. The corporation compares well with industry averages. Operationally, they have improved the health environment of their employees and customers by enforcing a smoke-free policy. Also, they have increased employee training for better service and cleaner restaurants.
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