A Franchise that’s changed the way we eat fried chicken

KFC is a Brand that’s reached nearly every corner of the world and has been around for more than five decades. Founded by Colonel Sanders, KFC is a leading fast-food franchise that’s estimated to have sold nearly 20 billion pieces of fried chicken!

KFC is a brand that led with a focus on fried chicken at a time when there was an abundance of hamburgers. While looking for suitable restaurants to franchise his recipe, Sanders and his wife Claudia closed down their old restaurant and opened a new one in Shelbyville in 1959. He visited other restaurants quite often to franchise his recipe. But after some time, the franchises started to visit him instead.

In this blog, we’ll discuss the Kfc Franchise model, some of its franchise agreement forms, and the marketing strategies it’s used over the years.

The KFC Franchise and the KFC Business Model

In a franchise system, everything is documented. Which was one of the main factors that allowed KFC to succeed. By having strict standards and procedures set in place they’ve been able to set up a proven system for success. For example, some of its operating procedures are,

• The chicken has to be cooked in a pressure cooker and left for 15 minutes
• The size of each chicken part must be at least 8 cm wide and weigh 300 grams
• The chicken must be marinated overnight
• The age of the chicken has to be between 60-70 days

Systems like these provide structure and can streamline operations, which in turn helps your business run more efficiently.

The franchise business model was a huge success for KFC. They were the first brand to expand its franchised restaurants internationally. And opened their first outlets in Canada, and then later, in the UK, Mexico, and Jamaica by the mid-1960s.

KFC in India

When KFC entered India in 1998, it was met with protests from farmers, environmentalists, customers, and doctors. So KFC began to investigate the issue more closely. Its findings revealed that the brand was heavily perceived as a restaurant that only served chicken. Which went against most Indians’ eating preferences at the time. Furthermore, the brand was also thought to be expensive. Some other drawbacks were the brand’s positioning. According to analysts, the brand marketing itself as a family restaurant did not come out clearly in its communications.

So the brand decided to revamp its menu. Instead of coleslaw it added fresh salads and introduced a new Zinger Burger to its menus. The brand also included more vegetarian options to cater to the Indian customer base. And along the way, it also changed its approach. By catering to families who not only seek food but also recreation. They introduced a ‘Kids Fun Corner’ recreational area for children inside their restaurants.

KFC Franchise Agreement

The KFC Master Franchise Agreement Form

As a franchise, KFC encourages its franchisees to set up master franchises in locations and territories approved by the company.

KFC Franchise Disclosure Document

The KFC FDD document outlines that all KFC outlets will either operate as dine-in or carry-out outlets and have menus that are approved by the KFC brand.

The KFC Marketing Strategy – Growth Factors and Success

KFC realized that time means money. And serving their customers quickly would encourage their customers to visit their establishments again. This quick service strategy is one of the main reasons for KFC’s high customer retention. And the founder realized the importance of adopting new technology for the company’s success. Like using the pressure cooker – to prepare their chicken, weeks after its introduction.

In February 2011, KFC announced that it would be replacing its “Finger-Lickin’ Good” slogan with ‘So Good’. Rather than just being a tagline, the company stated that it wanted to move forward with the new slogan to refer to the brand as a whole, not just its fried chicken. An understandable move, but also a shame to lose something so unique to the brand after all these years.

Looking Forward – What to Expect

KFC is not a brand that has based its growth on laurels. From the beginning, they’ve adopted new technology and pioneered practices that have kept them ahead of the game. The brand has embraced new technology like QR codes, voice-activated devices, and social media platforms that help their staff further improve their workforce skills.

Recently KFC announced that they would be introducing more vegan alternatives to their menus and have been trialing plant-based chicken in cities like Atlanta, Georgia. Through working with companies like Beyond Meat – a plant-based protein company, they offer customers free samples and note their feedback. 

Conclusion

From its humble beginnings, KFC has grown into the world’s most valuable fast-food brand & the success story of its founder and the face of the brand – Colonel Sanders, has served as an inspiration for many business owners and entrepreneurs over the years.

If you’re interested in franchising your business visit sparkle★minds and sign up today.

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