Swot Analysis Of Kfc

The KFC Corporation established in Kentucky State (USA) is a global chicken fast food restaurant chain around the world formed in 1930 from Harland Sanders (his). The success of the company is based on the unique way through which the chicken is breaded; the secrets of the special ingredients differentiate the chicken from the competitors, aligned with the well-organized and positive service providing great customer experience to its customers. In addition, to provide future development to its employee, the organization offers variety of training for better flexibility in terms of skills, which has resulted into winning the award of “Britain’s best employer (Telegraph, 2012).

KFC has been active in the UK since 1965 where the first restaurant was opened in Preston, whereat loads of outlets have been launched after its expansion on the island (his). Up to date, there are around 850 restaurants in the country which are owned by Yum, an American organization holding other fast food chains such as Pizza Hut and Taco Bell (min). The logo is well recognized worldwide with the image of Colonel Sanders which has become a trademark for many years.

Although the economic downturn has affected the consumers on a global basis as well as limiting their eating out budget, KFC UK has reported the following sales growth and strategies for future developments in its last financial reports, documented by Mintel (2011):

 The company has obtained a 6.2% increase on sales to £394.2 million, driven thanks to the implementation of non-fried products.

 Administrative expenses had been reduced by £1.1 million, declaring an operational profit of £50.1million.

 Sales were also driven through an investment in restaurant estate and advertising, wher...

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...rs to analyse it.

The management of KFC observes the new trends of evaluating the customer experience. Current evaluation is conducted where a common applied methodology and plan are used for all of the KFC restaurants but the trend for its improvements is clearly expressed recently.

The statistical data preparation permits to sustain a clear picture of KFC’s customer experience; group profiles (for the restaurants in different areas, depending from the size of the restaurant), individual profiles – for each restaurant separately. Therefore, a feedback for the management decisions in relation to the customer experience growth at all levels is provided. However, the analysed results reach each restaurant so that employees will be aware with the comments and assessment of all customers who have filled the survey and eventually work on improvement of the experience.