Pizza Hut 2001 Annual Report Download - page 19

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KFC 46%
Popeye's 11%
Boston Market 9%
Church's 7%
Bojangles 3%
Regionals 15%
Independents 9%
Chicken QSR Sales
THERE’S FAST FOOD.
THEN THERE’S KFC.
17
KFC In 2001, KFC delivered a 3 percent improvement
in same store sales and returned our chicken-on-the-
bone core business to a strong position while
significantly growing market share in the on-the-go
segments — chicken strips, sandwiches and wings. Our
biggest hit was our incredibly popular Popcorn Chicken.
Now, we’re ready to take KFC to the next level!
Our blueprint for the future is to differentiate our
brand in everything we do. “There’s Fast Food. Then
There’s KFC!” is our new mantra, introduced in a bold
new marketing campaign this past year by Jason
Alexander, our spokesperson. Jason tells it like it is: KFC
doesn’t offer the usual bland, processed fast food fare
of our competitors. KFC is a timeless, trusted brand that
stands for unique recipes, quality ingredients, fresh
preparation and tender cooking. It’s about homestyle
meals, competitive value, friendly service — everything
our customers look for in a quick service restaurant.
When people think of our brand, they know they
can count on our quality promise, now more than ever.
In 2001, KFC zoned in on the “P” in CHAMPS – Product
Quality — launching “Hot & Fresh,” our renewed
commitment to improve the freshness, flavor and hot
temperatures of our food — from kitchen to counter.
This quality promise, originally made by Colonel
Sanders, is kept by every restaurant operator today —
with every customer and every meal served. Now that’s
100% Customer Mania with a YES!
But that’s not all. We’re also set on growing our
brand’s reputation by growing our asset base. In 2001,
multibranding has been a key growth driver. Today, we
have over 600 multibranded stores, conveniently
offering KFC and Taco Bell under one roof. At the same
time, we’re stepping up multibrand units of KFC and
A&W All-American food, where hamburgers, hot dogs
and unique root beer floats complement KFC’s menu
and offer more choice for the entire family. Finally, we’re
testing a new concept called WingWorks, a branded
menu of flavored, dipped, breaded wings — we’ll tell
you more about it next year once we have a little more
learning under our wings (so to speak!).
We are maniacal about improving the customer
experience at KFC — in every market, on every visit.
Our brand message, our
featured food, our store
execution will be aimed at
WOWing our customers.
“There’s Fast Food. Then
There’s KFC.”
Cheryl Bachelder
President and Chief Concept Officer
Mark Cosby
Chief Operating Officer
SOURCE: CREST
CREST employed new tracking
methodology in 2001, therefore
percentages are not comparable to
prior years’ results.