From caught in a rut in 2017 to attracting 15 million new clients by 2021, KFC invested in a long-term model platform designed to interact and excite your entire enterprise from the CEO to franchisees.
In 2017, KFC was caught in a rut. As customers sought out more healthy meals choices, the likes of Pret A Manger and Leon have been damaging the chain’s high quality credentials. In the meantime, previous rival McDonald’s noticed its high quality metrics surge to an all-time excessive.
With market share trending downwards, declining penetration and no enchancment throughout model notion scores for 5 years, KFC had a picture downside.
Working with long-term company Mom London, the fast-food chain wanted to bolster its ‘quick good’ credentials. Cue ‘The Proper Approach’, a strategic platform selling what KFC was doing effectively, whereas additionally making the model seem cooler, younger and energetic.
The brand new technique was offered to each division within the enterprise, alongside franchisees and restaurant managers. The entrepreneurs held common discussions with franchisees at month-to-month ‘Advert board’ conferences to promote within the technique and marketing campaign work immediately, even consulting them on the briefs. Annual firm conferences have been reframed as festivals, bringing to life hero campaigns to get the entire enterprise excited.
The Proper Approach gave the workforce a cohesive method to its communications, serving to the entrepreneurs navigate challenges with attribute humour, from 2018’s notorious rooster scarcity to KFC’s response to lockdown.
Within the area of 5 years KFC hit greater than £1bn in income and grew market share by 38%. The fast-food chain improved high quality perceptions (up 6.2 factors), worth (up 7.3 factors) and the model general (up 8.7 factors), attracting 15 million new clients. These outcomes ensured KFC scooped the Advertising Week Award for Lengthy Time period Model Constructing Excellence.
