QSR May 2022

FRANCHI SE PERSPECT IVES

In domestic markets, KFC’s same-store sales climbed 12 percent in Q4 and 13 percent for all of 2021, both on a two year basis. Beyond coupling sales with unit expansion, KFC’s multi year effort to reinforce its brand identity is coming into sharper focus as well. This past year, the chain hit a prior goal when it converted 70 percent of its system to the “American Show man” design, recognizable by bright red-and-white stripes ( like a chicken bucket) , bucket chandeliers, and graphics that serve as an allusion to the Colonel’s hard-working background. A modern take on KFC’s roots. Cahoe says the brand remodeled “hundreds of assets” over each of the last few years, pandemic conditions or not. However, during the chain’s sales climb, there’s been under

lying innovation at work. KFC’s digital integration, via delivery, pickup, e-commerce, and app, was a development gaining rele vance ahead of COVID. But it’s rushed to the surface, just as it has across Yum!’s portfolio and much of the sector. Yum! posted $22 billion in digital sales last year—a company record. KFC’s U.S. digital sales soared 70 percent, year-over-year, driven by its delivery service channel and e-commerce platform that launched nationwide early last year. In Q4, KFC also intro duced “Quick Pickup,” where guests walk-in and grab mobile orders out of cubbies. Cahoe says the update, in essence, is rolled out nationally at this point. All of it, though, is fueling where KFC goes next: the rapid introduction of the company’s “Next Generation” asset base, and all the connectivity that comes with it.

ARE DOUBLE-LANE DRIVE-THRUS THE FUTURE OF FAST FOOD? KFC IS READY TO FIND OUT.

KFC (3)

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MAY 2022 | QSR | www.qsrmagazine.com