Yum! Brands owns three of the world's best known fast food franchises: KFC, Pizza Hut and Taco Bell. None of the three individually matches the global power of the McDonald's brand, but Yum's combined force gives it an impressive portfolio of more than 40,300 restaurants in 125 countries. This makes it the #1 restaurant chain worldwide by outlets, although McDonald's outperforms it by sales. The company's stellar international growth currently offsets weak performance in the US. Its most important market by far is now China, where it is the dominant restaurant group with more than 6,000 outlets, mostly KFC, but also two local brands, Little Sheep and East Dawning. China contributes more than half the group's total revenues, but the local business was spun off as a separate entity in 2015. Two smaller US-based chain brands, A&W and Long John Silver's, were sold to their franchisees in 2011.
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|Taco Bell||Little Sheep|
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 11th Jan 2018: Yum Brands made several changes to the senior management team at Taco Bell, its biggest brand in the US though still a minnow internationally. CMO Marisa Thalberg moves up to chief brand officer, with a wider global remit, while COO Mike Grams becomes chief operations & development officer, also with a broader international brief. Julie Felss Masino, previously head of Mattel's Fisher-Price division and before that a senior manager at Starbucks for 12 years, joins the chain as brand president. New adds to the development team are Elizabeth Baicy (from Amazon) as VP, digital & future works; and Jon Kosoff as VP, e-commerce & performance marketing.
Adbrands Weekly Update 27th Jul 2017: Ads of the Week: "No One Out-Pizzas the Hut". SNL comic-turned-movie star Kristen Wiig accepted her first ever advertising gig to rep Pizza Hut in this hilarious new campaign from Droga5. How could she resist? The lovely Ms Wiig adopts the entire contents of the nation's hair and make-up and wardrobe cabinet to portray America's Everyman (and Woman and Child) and his (her, its) love of pizza, complete with her signature deadpan delivery. We love it.
Adbrands Weekly Update 10th Mar 2016: Ads Of The Week: "New Kid". Better get those tissues ready for this lovely and heart-warming spot for KFC Canada from local shop Grip. We've noted before that KFC's UK advertising is perhaps a touch more sophisticated than a fried chicken chain merits; now Canada joins the club too, as a new kid on the block struggles to adapt to his change of neighbourhood. It's like Pixar's Inside Out without all the internal stuff, but keeping the same emotional drama. Sniff!
Adbrands Weekly Update 26th Nov 2015: Ads of the Week: "Friendship Bucket". BBH London takes a very different - but equally successful - tack in its seasonal campaign for KFC. Instead of the atmospheric mood pieces it's produced most recently for KFC to celebrate different food themes, this new ad draws some inspiration from TV's Mr & Mrs game show. How well do you know your best mate? You win a piece of chicken every time you both give the same answer to a personal question. The results are warmly endearing and surprisingly enjoyable, proving that nothing touches the heart more effectively than simple friendship...
Adbrands Weekly Update 19th Nov 2015: Forbes published its 4th annual survey of the world's most influential chief marketing officers, in partnership with researcher ScribbleLive and LinkedIn. No big surprise about the #1 spot: Apple's Phil Schiller topped the list for the 4th consecutive year. However the next two places went to new entrants, KFC's Kevin Hochman and Kevin Crull of Sprint, while Fiat Chrysler's Oliver Francois jumped more than ten places to take the #4 spot. Beth Comstock, now vice chairman of General Electric, moved up to 5th. Two other new entrants were at #6 and #7, Nintendo's Scott Moffitt and BP's Geoff Morrell. Rounding out the top ten were Martine Reardon of Macy's, Unilever's Keith Weed and Volvo CMO Alain Visser.
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