Marketing mix of KFC (7Ps of KFC)
This is a detailed analysis of the marketing mix of KFC. It explores the 7Ps (Product, Price, Place, Promotion, Process, People, and Physical Environment) of KFC and explains how it uses these marketing mix techniques to grow its business. KFC is one of the largest fast food chain restaurants in the world. It is an American company, headquartered in Louisville, Kentucky.
Products of KFC
KFC has a wide variety of products e.g. chicken meals, vegan meals, drinks, treats, twisters, and salads. Its chicken is freshly prepared in its restaurants everyday with close monitoring by trained cooks. It does not use artificial colours, flavour additives or trans fats in its products (KFC, 2021). It has been putting a lot of efforts for a long time to ensure that levels of salt, fat, sugar and calories are low in its products. However, many people stay away from fast food over health concerns.
As KFC operates in many countries, it understands the importance to respond to local needs. For example, in some countries, it offers Halal food (Food approved by the Halal Food Authority) for Muslim customers. In the UK, 130 out of over 900 of its restaurants offer Halal food. Likewise, it offers a good number of vegan items in India. In Nigeria, it offers jollof rice, while in Kenya, it offers ugali (a type of porridge). These examples show that KFC is responding to the demands and needs in certain markets very well.
Prices and pricing strategy of KFC
Pricing is the next element to examine in the Marketing mix of KFC. As KFC operates around the world, it has adopted a geographical pricing strategy i.e. prices vary from one country to another. Likewise, it pursues competitive pricing policies to stay in line with the prices of its competitors so that customers have little or no justification to switch to the competitors based on the prices of the products.
Place/distribution channels of KFC
KFC has around 24,000 restaurants in over 145 countries and territories around the world. It has a geographical structure and splits its operations into different regions i.e. Africa, Asia & Oceania, South America & Caribbean, Europe, Middle East, and North America. Customers usually walk into KFC restaurants to enjoy their meals. However, some of the restaurants are for delivery only.
By working with its partners, KFC has developed home delivery options as well. For instance, customers in the UK can order online and get their meals delivered via Uber Eats, Just East, and Deliveroo. Likewise, KFC works with a number of partners in the USA e.g. Uber Eats, and DoorDash (QSR, 2020). It believes that delivery has a big potential and therefore, took appropriate steps to avail of the opportunity.
Promotional strategies of KFC
KFC has been using its ‘Finger Lickin Good’ slogan very well for a long time. However, the slogan was temporarily dropped to reflect the market circumstance in 2020. Likewise, one of its adverts was banned for using a pun that sounded too much like a swear word (Knapman, 2019).
In addition to using traditional media for its advertising campaigns, KFC is also very active in social media. For instance, 56 million people follow its official Facebook page. However, its Instagram page has only 1.6 million followers. Likewise, its YouTube channel for UK and Ireland has only 51 thousand subscribers.
People of KFC
KFC’s parent company Yum! Brands Inc. which operates some other brands, has around 1.5 million employees around the world. The company has invested a lot of money in technology for the purpose of employee training and development.
KFC announced its plan to create 5,400 jobs in the UK and Ireland by the end of 2020 (BBC, 2020). It takes employees’ safety and welfare very seriously. However, it should be mentioned that it was fined £1million after two workers burned on arms with boiling hot gravy at a restaurant in the UK (Lightfoot, 2017).
Processes in KFC
Each KFC business function goes through a process. For example, food ordering process is very straightforward. Customers can pop into a restaurant and order their meals. Likewise, they can do so via the websites of KFC’s delivery partners. They can also order food via KFC’s official website which will direct them to a delivery partner’s website.
Physical environment of KFC
KFC brought about some new interior designs in 2014. The new ‘informal and stylish’ interiors with a ‘semi open-plan kitchen’ idea in mind, were introduced in some restaurants to make the restaurant’s internal atmosphere more family friendly. Its official website looks nice and user-friendly as well.
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Last update: 05 February 2021
BBC (2020) KFC to create 5,400 jobs in the UK and Ireland, available at: https://www.bbc.co.uk/news/business-54659286 (accessed 05 February 2021)
KFC (2021) Our locations, available at: https://global.kfc.com/our-locations/ (accessed 05 February 2021)
Knapman, (2019) KFC has ‘offensive’ adverts banned because watchdog rules “what the cluck” sounds too much like “what the f***”, available at: https://www.thesun.co.uk/money/10475327/kfc-adverts-banned-swearing/ (accessed 05 February 2021)
Lightfoot, G. (2017) KFC fined £1million after two workers scalded on arms with boiling hot gravy, available at: https://www.mirror.co.uk/news/uk-news/kfc-fined-1million-after-two-9655651 (accessed 01 February 2021)
QSR (2020) KFC Launches Delivery with DoorDash, available at: https://www.qsrmagazine.com/news/kfc-launches-delivery-doordash (accessed 05 February 2021)
Author: Joe David
Joe David has years of teaching experience both in the UK and abroad. He writes regularly online on a variety of topics. He has a keen interest in business, hospitality, and tourism management. He holds a Postgraduate Diploma in Management Studies and a Post Graduate Diploma in Marketing Management.