KFC – History, Brand Value, and Brand Strategy

The brand name that is always successful at watering our mouths with the expectation of a delicious crunch is “KFC.”  KFC meant ‘Kentucky Fried Chicken and was begun by a maturing business visionary by the name of Harland Sanders.

It is presently an auxiliary of Yum! Brands. While the primary establishment actually began in 1952 in Utah, today, KFC brags about 18,000 outlets in 125 nations. In 2012 it had an income in abundance of $15 billion.

KFC History

The achievement of KFC is the narrative of one man’s fantasy about cooking that has slung into making his organization probably the greatest establishment in the entire world. This story begins with Harland Sanders, who was conceived in the modest community of Henryville, Indiana, in 1890.

He left his home at 12 years old to secure some position to help his neediness-stricken family after his dad died, and he was accountable for the family. 

His main expertise was the cooking his mom had shown him from the age of seven. He took a stab at numerous random temp jobs yet couldn’t remain wherever for long. 

Meanwhile, he used to cook dishes his mom had shown him and served them in his storage facility, which he had changed over into a little diner. Before long, his steak and nation ham plans were a success with the voyagers who might normally make a trip to eat at his place. 

The rise of KFC

Next, Sanders purchased a bigger spot close by to oblige the regularly expanding clients. He expanded the number of dishes and incorporated the incredible fried chicken formula without precedent for 1936. Continuously 1937, he again extended the lodging, which presently suited up to 150 individuals simultaneously. 

Before long, he probed his fried chicken recipe formula and had the option to consummate it with the First Formula of 11 herbs in 1940. Before long, he sold his eatery and proceeded to sell his mystery Fried Chicken formula across America. He went to numerous restaurateurs before his formula was acknowledged.

His formula was first diversified by Pete Harman in South Salt Lake, Utah, in 1952. To showcase the formula the eatery thought of the name ‘Kentucky Fried Chicken. Also, consequently, the amazing brand of KFC was established.

KFC Brand Value

In 2018, there were in excess of 23,000 Kentucky Fried Chicken restaurant chains in activity around the world, spread out more than 125countries. The organization’s most significant outside market is China, where KFC works with about 5,200 eateries. 

Kentucky Fried Chicken’s parent organization, Yum! Brands don’t report income figures for their individual brands yet, just companywide incomes, which was $ 5.70 billion in 2018. As per reports published by TQSR Magazine, KFC had systemwide deals of about $ 4.5 billion in the USA alone. Milward Darker credits the Kentucky Fried Chicken brand estimation of more than $ 16 billion. In the examination, McDonald’s image esteem was in excess of $ 128 billion.

It has been estimated that a workforce of around 25,000 people works under KFC. The estimated revenue earned by KFC, as per 2019 reports, was a massive $ 2.7 billion.

KFC Brand Strategy

The market segments:

KFC has segmented the geography according to the market hold and food choices. They have curated the food menus according to the food preferences in the regions to boost sales. This strategy by KFC has been a success, and they were able to come up with variations in their flagship products by adding regional taste flavors. This strategy has been adopted by other food chains as well.

The major market segments are as follows:

  • America
  • Europe
  • Asia
  • Middle East
  • Africa
  • Rest of the world

The target market:

KFC has segmented the market into various categories. One such segmentation is by food choices -vegetation and non-vegetarian. Another is by age groups – young and adult. The brand’s sole motto was to be perceived as a family restaurant. So, the brand decided to cater to the entire market, and it contributed to its popularity in the long run.

The following factors are crucial for the target markets of the brand:

  • Market size.
  • Market scope of growth.
  • Culture of the region.
  • The demand of the market is based on the region.
  • Brand goals and reach.

Competitive advantage:

The KFC chicken recipe is the brand’s greatest competitive advantage. It has been kept a secret and the unbelievable taste of the brand’s products due to that recipe is the greatest weapon for KFC in the modern-day market. This is why KFC can penetrate into global markets and has been successful ever since.

KFC has realized that there are vegans and vegetarians across the global markets, and they need to be taken under the umbrella as well. To achieve this, KFC has launched a vegetarian menu, which included vegetarian items catering to that part of the market.

They have proven themselves capable of reconfiguring their menus over time and according to the taste buds of their customers. This adaptability can be stated as one factor leading to their competitive advantage.


KFC has come up with various pricing schemes. They have individual pricing as well as combo pricing. Individual pricing is for people who want to single selective items and not bundled items.

Whereas combo offers come with low prices and discounts and include various products bundled together. This pricing strategy has been implemented by other food brands and chains later in their business models and succeeded, like KFC.


KFC is undoubtedly one of the largest food chains in the world and continues to be successful across the countries globally.

The customers are highly delighted with their products and pricing structure, and this factor has helped KFC penetrate the food chain industry globally. The future is prosperous for the food chain giant and holds enormous potential to revolutionize the restaurant chain business.

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