Franchising And Fried Chicken: Putting Your Money Where Your Mouth Is
- Topics:
- Brand Management
- Tags:
- Food & Beverage,
- KFC,
- Knowledge@Wharton,
- Management,
- Manufacturing,
- Sales,
- Sales Force Management,
- Sales Strategy,
- Strategy
- Source:
- Knowledge@Wharton
FREE Registration is required
Overview: This article discusses the case of Kentucky Fried Chicken. It focuses on an important trade secret that the company keeps it under lock-and-key in a safe – able to be accessed by just two corporate executives just to ensure it does not get out. KFC is America’s largest chicken chain and a subsidiary of the Tricon Global Restaurants, a Louisville, KY-based, fast food holding company. Indeed, the co-branding strategy has helped bolster the company’s bottom line even as competition intensifies and sales growth slows across the entire fast-food industry.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Apr 2002 | Pages: 1
