KFC had an iconic product and endline, but a brand and business in stagnation. This paper details how the UK marketing team and agencies created a new strategic platform and communications approach, to fuel a much-needed business transformation.
From 2017-2021, ‘The Right Way’ was a north star for the entire business, delivering a brand turnaround (positive brand impression for the first time ever), accelerating revenue growth to over £1bn, and overcoming two of the biggest crises in the business’ history, all with an ROI of £3.81. It helped define food innovation, restaurant design, team member experience and even category-leading chicken welfare.