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KFC, Capitalism

KFC has been able to expand globally through adapting its menu and marketing to local cultures while maintaining its core chicken product. It has over 20,000 locations in 123 countries worldwide. To reach diverse international customers, KFC labels products and advertises in local languages, while keeping English slogans. It also tailors menus to local tastes, like including rice and spicy options in Asia. By understanding different cultures and experimenting with new menu items, KFC has built itself into the second largest fast food chain globally and shown that capitalism can thrive across borders.

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199 views2 pages

KFC, Capitalism

KFC has been able to expand globally through adapting its menu and marketing to local cultures while maintaining its core chicken product. It has over 20,000 locations in 123 countries worldwide. To reach diverse international customers, KFC labels products and advertises in local languages, while keeping English slogans. It also tailors menus to local tastes, like including rice and spicy options in Asia. By understanding different cultures and experimenting with new menu items, KFC has built itself into the second largest fast food chain globally and shown that capitalism can thrive across borders.

Uploaded by

Client Petallo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Clint Eldrick R.

Petilla September 17, 2018

Grade 12- Vega

KFC: Capitalism Without Borders

Kentucky Fried Chicken, also known as KFC, is an American fast food chain famous
for its fried chicken. It is the second largest fast-food chain next to McDonalds. According to
Wikipedia, KFC has about 20,000 branches in 123 countries and territories around the world
in December 2015. With that, how does KFC able to reach out to their customers across
different continents and a wide array of cultures?

To communicate across six continents, KFC devised a plan to reach its customers
effectively. KFC uses the English language to label their product names and to advertise its
products in their websites. As observed, the language used in the Southeast Asian countries is
English. However, countries in Europe such as France and Germany utilize French and
German respectively. One thing that is common in the website is their slogan which is written
in English such as, “"Finger Lickin' Good", "Nobody does chicken like KFC" and "So good".

In order to penetrate the Chinese market, KFC restaurants in China are operated by
Yum China. Yum China is a company that also owns the Taco Bell and Pizza Hut in China.
Instead of hiring foreign managers, KFC China hired its employees from rising Asian
economies such as Taiwan. The fast food chain had an early advantage against its opponents
because fried chicken and rice has been a staple dish since its entry in November 1987.

Instead of having a fixed set of menu, KFC also experimented and offered a wide
range of products in cultures from around the world as seen from their websites. Before
putting up a branch, they also perform a feasibility study to identify which of their products
suit their customers best from one culture to another. KFC in North America is dominated by
sandwiches and burger. In Europe, chicken paired with fries are common. In predominantly
Muslim countries, the chicken is served in halal. In the Asia-Pacific region, most of the menu
is specialized to include rice in their meals. Likewise, there is also a preference of spicy foods
in selected regions. KFC Philippines offers a wide range of rice meals in the menu. KFC
China also includes local food items such as rice congee and fungus salad.
One thing that is inseparable and is consistent from one country to another is the
Colonel Harland Sanders' "Original Recipe" enhanced with 11 herbs and spices. Across all
the branches of KFC from around the world, the chicken is the “jewel in the crown” in their
menu. Although there are different combinations from their products, their main flagship is
always the “in store prepared” original chicken recipe.

To date, the number of KFC branches across the world is increasing. The fast food
chain takes advantage of different cultures from around the world to experiment its product
combination and menu. Because of its extensive marketing strategies and product variation,
the company was able to slingshot itself into the world’s second largest fast food company.
KFC truly demonstrates capitalism without borders.

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