With No. 1 KFC, “we have our work cut out for us,” acknowledged David Novak, CEO of franchisor Yum! Brands. The daunting to-do list includes improving operations, consumer perceptions, and menu appeal. The home office is hoping to improve the appeal and service of units by providing additional field-level support. Already visible is the brand’s effort to be viewed as a bargain option, most clearly with the new value menu.
Meanwhile over at No. 2 Chick-fil-A there are big changes affront. Not long ago, the company could be pigeonholed as a sleepy Southeastern chain with little on its menu but fried-chicken sandwiches. Now it’s finding new roosts as far afield as California and Chicago, with products ranging from yogurt parfaits to a proprietary coffee. Sales topped $3 billion last year, putting it in rarified company. The one constant: Every store still shuts on Sunday.
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Food & Beverage
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