Kfc Marketing Strutegy in Africa

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Company brief overview

The first KFC in South Africa opened in 1971 under the ownership of Heublein Inc after that the ownership o0f KFC changed as follows: 1982 Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. 1986 PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc.

1997 PepsiCo, Inc. announces the spin-off of its quick service restaurants - KFC, Taco Bell and Pizza Hut - into Tricon Global Restaurants, Inc. 2002 Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its corporate name to YUM! Brands, Inc. Yum!, whose brands also include Pizza Hut, Taco Bell, Long John Silver’s and A&W Restaurants. KFC South Africa as part of Yum! Brands, Inc, the world's largest restaurant company. With more than 36,000 restaurants in 117 countries and 1.4 million company and franchise employees. It is no wonder that KFC is the world's most popular chicken restaurant chain, specialising and famous for its Original Recipe®. KFC South Africa employs over 200 Head Office team members based in Bryanston and Florida, Johannesburg and is currently voted as consumers’ most loved fast food brand. With an offering of 660 stores in South Africa. Yum! Brands Inc. now sees Africa as its next international jewel, KFC restaurants already present in five African countries outside South Africa namely: Nigeria,

Angola,
Ghana,
Kenya (East Africa)
And Zambia
Yum! Envisions 1,200 KFC restaurants in Africa by 2014, twice its current number, in the next four years, it aims to more than double its revenue on the continent to $2 billion.

The South African Fast Food industry

Of the roughly one billion people in Africa, KFC estimates it currently reaches 180 million. When McDonald’s Corp. arrived in South Africa in the mid-1990s, KFC worried about the impact the burger giant would have on its business. So KFC began opening new restaurants and remodelling existing ones to make them more modern. By the early 2000s, KFC had about...
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