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, 2023).
KFC 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. Its unwavering commitment to using high-quality ingredients reinforces the perception of its products as being of superior quality. However, many people stay away from fast food over health concerns now-a-days.
KFC’S unique selling proposition (USP) lies in the secret blend of 11 herbs and spices used in its Original Recipe chicken. This secret recipe, developed by founder Colonel Harland Sanders, has remained unchanged since its creation and is a significant part of KFC’s brand identity.
KFC’s USP also includes its focus on providing a variety of menu options to cater to different tastes and preferences. Offering a range of chicken products, side dishes, and desserts, ensures that there is something for everyone.
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 (KFC, 2023).
Likewise, KFC 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 (7Ps 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 27,000 restaurants in over 145 countries and territories around the world (Statista, 2023). 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. KFC also has a mobile ordering app on App Store (Apple, 2023).
Likewise, KFC works with a number of partners in the USA e.g. Uber Eats, and DoorDash. It believes that home delivery has a big potential and therefore, took appropriate steps to avail of the opportunity. The Uber Eats website contains names of all the places where a KFC restaurant is available in the UK, USA, and beyond (Uber, 2023).
However, KFC is not immune from supply chain challenges. For instance, its operations were disrupted in the past due to the shortages of chicken and other select products (McAllister, 2022).
Promotional strategies of KFC
Promotion is a very important element to examine in this marketing mix of KFC (7Ps 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 the past. Likewise, one of its adverts was banned for using a pun that sounded too much like a swear word.
In addition to using traditional media for its advertising campaigns, KFC is also very active in social media. For instance, 58 million people follow its official Facebook page. However, its Instagram page has only 1.7 million followers. Likewise, its YouTube channel for UK and Ireland has only 94.8 thousand subscribers.
KFC’s social media strategy focuses on creating content that is both entertaining and shareable. By posting humorous and relatable content, it encourages the followers to engage with the brand and share the posts, increasing their reach and visibility. Moreover, it uses social media to promote the latest offers, ensuring that the followers are always up-to-date on the latest deals and menu items.
KFC also employs various sales promotion techniques to attract customers and drive sales. These promotions often involve limited time offers, special deals, and new product launches designed to create a sense of urgency and encourage customers to visit its restaurants. By consistently offering attractive promotions, it generates excitement and maintains consumer interest in its brand.
People of KFC
KFC’s parent company Yum! Brands Inc. which operates some other brands, has around 1.5 million employees around the world (KFC, 2023). The company has invested a lot of money in technology for the purpose of employee training and development.
An investigation in job sites shows that there are many KFC vacancies available in the UK, USA, Canada, and Australia. The company takes employees’ safety and welfare very seriously. However, it should be mentioned that it was fined multiple times in the past over staff health and safety issues.
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 and mobile app which will direct them to a delivery partner’s website.
Physical environment of KFC
Physical environment is the last element to examine in this marketing mix of KFC (7Ps of KFC). KFC has brought about some changes in its interior designs in the past. Its 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.
KFC’s official website looks nice and user-friendly as well. However, it is worth mentioning that some of its branches have been criticised for poor working conditions by former employees. In the UK, one restaurant was also criticised following a blunder with a Welsh language sign.
Summary of marketing mix of KFC (7Ps of KFC)
In conclusion, KFC’s marketing techniques have played a crucial role in its continued success and growth as a global fast-food brand. Through a combination of a strong USP, innovative advertising and promotional strategies, and effective digital marketing, it has managed to stay relevant and appealing to its target audience. However, it needs to enhance its social media presence.
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SWOT analysis of KFC (Kentucky Fried Chicken)
Last update: 07 April 2023
Apple (2023) KFC, available at: https://apps.apple.com/gb/app/kfc-app-uki-mobile-ordering/id933130307 (accessed 05 April 2023)
KFC (2023) Our locations, available at: https://global.kfc.com/our-locations/ (accessed 05 April 2023)
McAllister, J. (2022) KFC faces further chicken shortages, available at: https://www.restaurantonline.co.uk/Article/2022/08/01/KFC-faces-further-chicken-shortages (accessed 06 April 2022)
Statista (2023) Number of Kentucky Fried Chicken restaurants worldwide, available at: https://www.statista.com/statistics/256793/kfc-restaurants-worldwide-by-geographic-region/ (accessed 05 April 2023)
Uber (2023) KFC locations in the UK, available at: https://www.ubereats.com/gb/brand/kfc (accessed 06 April 2023)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.