Research and Markets: KFC Benchmark Analysis

DUBLIN, Ireland--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/759b86/kfc_benchmark_anal) has
announced the addition of Restaurant Research, LLC's new company profile "KFC
Benchmark Analysis" to their offering.

KFC continues to evolve from its fried chicken heritage to a more relevant brand
for today's increasingly health conscious consumers. However, this evolution has
not been completely smooth or orderly as brand leadership continues to struggle
to find the difficult balance of holding on to its past brand equity (i.e.
Colonel Sanders, his special recipe flavoring and fried bone-in chicken) while
experimenting with what works for today. Currently, this exploration has left
the chain with a very large and operationally complex menu (aggravated by the
already substantial challenges associated with preparing fried chicken).

Also, we are concerned that the past menu expansions may have clouded the
brand's message somewhat such that it may not be exactly clear what KFC
currently stands for. However, on the plus side, KFC is moving in the right
direction with things like grilled chicken and white meat filets - and most
definitely with its value menu in today's economy. Also, we believe more
multi-branding will help this chain to diversify away from chicken only - now
that McDonald's has trained the public to think of QSR in terms of multiple
protein options. In conclusion, we recognize that while this clear leader in the
chicken segment has a lot of work ahead of itself, it is on the right path.

Key Topics Covered:

* Strategy
* System statistics
* Sales performance
* Operational performance
* Unit level data
* Remodeling
* Franchisee overview

Companies Mentioned:

* KFC
* Taco Bell
* Yum Brands

For more information visit
http://www.researchandmarkets.com/research/759b86/kfc_benchmark_anal

Laura Wood
Senior Manager
press@researchandmarkets.com
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716

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