Product details

Kentucky Fried Chicken (KFC), the QSR brand well known for 'anytime snacking' was the world's second largest restaurant chain after McDonald's. It was a subsidiary of Yum! Brands, with popular brands like Taco Bell and Pizza Hut in its portfolio. KFC was the first fast food restaurant to enter India in the mid-1990s much against violent protests and was forced to abandon the market later. But, in 1999, KFC re-entered India and expanded its operations. Initially, the growing fascination for QSR restaurants among the Indians had helped in its growth. Gradually, KFC charted out its expansion plans through small-town penetration and launched innovative products specific to India. But, of late, KFC was under pressure to revive footfalls in its stores amidst growing competition and rising health consciousness among the consumers. Innovative initiatives like charging points inside the boxes of fried Chicken were expected to help in increasing KFC's top-line, but the QSR brand was experiencing a slump in its sales in India. Moreover analysts had alleged that KFC had diluted its core value proposition by offering vegetarian menu in India. KFC realised the importance of focus and was adhering to its core. Would KFC's initiative of going back to its core proposition work in its favour? Would KFC's India-specific initiatives help in its growth amidst issues and challenges?