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Research and Markets offers KFC Benchmark Analysis
April 6, 2009
DUBLIN, Ireland — Research and Markets has announced the addition of Restaurant Research LLC's new company profile "KFC Benchmark Analysis" to its offering.
KFC continues to evolve from its fried chicken heritage to a more relevant brand for today's increasingly health conscious consumers, according to a news release. 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 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.The report sites concerns that 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, KFC is moving in the right direction with things like grilled chicken and white meat filets as well as its value menu. More multi-branding will help this chain to diversify away from chicken only now that McDonald's has trained the public to think of quick-service restaurants in terms of multiple protein options. In conclusion, while this clear leader in the chicken segment has a lot of work ahead of itself, it is on the right path.
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