2018 has proven to be the year when the fast-food giant takes advantage of their KFC promotion as the company sees remarkable success. KFC Thailand has now transformed itself into a 100% franchisor that marks its freedom to create and provide original products and services.
By the end of the year, KFC expects to reach double digit growth in sales and to achieve a historical record high of a total of 75 new stores that is 39% more than their original target of only 54 new restaurants.
KFC has been positioned for defending its current status as the country’s biggest chain of restaurants with a total of 701 outlets in 2018 as stated in their press release.
The general manager of YUM Restaurants International (Thailand) Co Ltd (YRIT) and KFC Waewkanee Assoratgoon stated that Yum Thailand was able to successfully transform itself into a 100% franchisor in just a single year. He stated that their organization is currently in a great shape with effective structure so they can expect the highest level of efficiency in the overall operation of the business.
The key role of Yum as the brand guardian is to act as the brand-guard rail that creates campaigns for marketing, offers guidelines, and supports business partners and franchisees to keep up with the standards of the brand, Waewkanee added.
Yum will assists franchisors as well as they prepare a customer recovery plan and implement crisis handling protocol.
Working hand in hand with franchisors allowed KFC to reach not just the biggest number of restaurants and unique signature fried chicken. They were also able to create a beloved and distinctive brand that they make stronger by the day. In 2018, they were able to launch a series exciting KFC promotion and campaigns.
The branding campaigns for the year included the Colonel’s Birthday celebration, National Fried Chicken Day, and Valentine’s Day Wing Zabb. The marketing campaigns for the year included Kai Jud Yai spicy fried chicken, Cheesy Fried Chicken, the amazing promotion of Tuesday’s Value of 9 pieces of fried chicken for as low as Bt99, as well as the Zabb on Ice novel ice cream KFC promotion that was able to reach over 48 million people in Thailand through offline and online communications alike and earned massive engagement.
Waewkanee Assoratgoon added that being the leader in the market, they are committed to create unique and new value to improve the experience of their valued customers.
By 2020, KFC expansion is targeted to establish a total of 1,000 stores in which 100 of these will be in the format of drive-through.
The representatives from KFC stated that their success doesn’t only come from Yum as this also comes from their corporate franchise partners as a whole that put together hard work, innovation, and capital funds to pave way for the highest new unit growth in history of the brand in Thailand.
It resulted to Thailand now being the 8th biggest KFC market in the whole world and the country’s fastest growing restaurant brand.