ARTICLE 15: KFC -

GLOABAL STRATEGIES
Summarized by: Zubair Ahmed Memon

Link: http://fastfoodcrave.blogspot.com/2013/03/kfcglobal-strategies.html
Author: Jianying Ding

Submitted to:
Sir Adnan Kehar

October 19, 2018

Yum! Brands Inc. is the largest fast food company. Kentucky Fried Chicken (KFC) is the dominant
subsidiary of Yum! Brands Inc. KFC’s main product is fried chicken. KFC is very famous and
successful in the fast food industry across the globe. As per KFC’s official website statement, “There
are more than 20,000 KFC outlets in 123 countries and territories around the world”. In 2017 KFC had
$3110 million revenues. The key to KFC’s global success is linked with its global strategies.
For KFC, brand is not only a name or symbol, but also a tool to create and spread customer value.
KFC’s has standard quality and service that it provides through core values, called CHAMPS. The word
CHAMPS is the abbreviation of Cleanliness, Hospitality, Accuracy, Maintenance, Product Quality and
Speed of Service. KFC is implementing on its core values, CHAMPS to its global market because
KFC’s objective is to satisfy all customer needs in the world. The CHAMPS strategy includes very
strict guidelines that are necessary for KFC restaurants to implement in their daily operations. The
standardized rules help KFC easily manage and enter the global market.
KFC’s other important strategy is local cultural strategy. Local cultural strategy has contributed a lot to
its global success. Local cultural strategy means serving the people according to their cultural values
norms, preferences and habits. KFC spend much time and resources on analyzing the local consumption
eating habits. According to the eating habits, KFC creates and produce related cultural fast food
according to taste of local consumers. Customers are directly benefited from the perceived value derived
from KFC’s menu. The local cultural strategy helped KFC to enhance customer loyalty. The best
example for local cultural strategy is China. KFC has 5,138 outlets in 80 cities of China as of 2017. In
order to be successful, KFC incorporated more than 30 different menu items in order to complement
the local cultural strategy.
Comparing with McDonald, KFC has a larger market share and has become the largest fast food
restaurant in China. It is without a doubt that KFC has achieved success from their local cultural
strategy.