Yum! Brands : advertising & marketing profile

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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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Who are the competitors of Yum Brands? See Restaurants Sector for other companies

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Yum! Brands


KFC Pizza Hut
Taco Bell Little Sheep
East Dawning  

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 12th Jul 2018: Ads of the Week "Web of Fries II". The dominance of burgers in general (and one burger in particular) in the global fast food industry has repeatedly provided fertile soil for Taco Bell and its longtime agency Deutsch. Their latest conspiracy fantasy is a brilliantly conceived follow-up to the earlier 'Web of Fries' film in which Josh Duchamel uncovered a sinister plot to stop Taco Bell from selling french fries. In the mock-dystopian sequel, Duchamel's daughter, now an adult, is determined to continue her father's quest, and avenge his apparent death... There's even a great cliffhanger twist, and a brilliant comic punchline. Marvellous.

Adbrands Weekly Update 1st Mar 2018: Papa John's Pizza relinquished its high-profile umbrella sponsorship of the US NFL, though it will retain its relationship with the 22 NFL teams it also already supports. The ball was picked up by Pizza Hut, which recently slipped to 2nd place in the sector for the first time behind Domino's. (Papa John's is 4th after Little Caesars). "Pizza Hut has a history of bringing more entertaining food and experiences to the pizza occasion and we plan to continue that through our exclusive partnership with the NFL," said Pizza Hut US CEO Artie Starrs.

Adbrands Weekly Update 22nd Feb 2018: Pizza Hut, arguably Yum's weakest brand, was overtaken for the first time in both global and US sales by arch-rival Domino's, despite a slow-down in the latter's same-store growth in the final quarter. Domino's had global system sales of over $12.2bn for 2017, including $5.9bn in the US. Pizza Hut posted $12.0bn worldwide and $5.5bn in the US. In a separate development, Domino's could soon be a target for Burger King parent Restaurant Brands International, which has been steadily adding to its foodservice portfolio. Pizza is one sector where it doesn't yet have a presence. According to Latin American business publication Brazil Journal, which is close to RBI's private equity owner 3G Capital, a bid could be in the offing. BJ founder Geraldo Samor writes "While looking at potential acquisition targets, RBI also considered Yum Brands, but Domino's - besides being a smaller, more digestible target - carries an additional appeal: in recent years it has dramatically innovated its business model, embracing technology like no other company in the industry."

Adbrands Weekly Update 25th Jan 2018: Ads of the Week: "Web Of Fries". Ever wondered why Taco Bell has never served fries? Actually it's because of a secret conspiracy organised by M**** and B*** K**** to suppress all Mexican-spiced potato products... Now it can be told. Deutsch has the full story in this brilliantly convincing movie trailer pastiche, starring Josh Duhamel. Watch out! The Burger People are on your tail, at least for the next day or so until the official launch of Nacho Fries this weekend!  

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.

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