Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 13 pages
Data source: Published sources
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https://casecent.re/p/20348
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Abstract
Yum!, a Fortune 300 company that operates franchises and company-owned restaurants of five major fast food chains, KFC (Kentucky Fried Chicken), Pizza Hut, Taco Bell, Long John Silver and All American Foods, has successfully implemented a co-branding strategy by combining two of its Quick Service Restaurants at a single outlet. By combining two brands, Yum! is not only able to arrest the declining sales across its restaurants but is also able to achieve incremental sales. The case details how Yum! implemented its co-branding strategy across its restaurants and the synergies it gained through co-branding. The case offers scope to discuss the potential rewards and risks of co-branding to individual brands. A structured assignment ''504-074-4'' is available to accompany this case.
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Abstract
Yum!, a Fortune 300 company that operates franchises and company-owned restaurants of five major fast food chains, KFC (Kentucky Fried Chicken), Pizza Hut, Taco Bell, Long John Silver and All American Foods, has successfully implemented a co-branding strategy by combining two of its Quick Service Restaurants at a single outlet. By combining two brands, Yum! is not only able to arrest the declining sales across its restaurants but is also able to achieve incremental sales. The case details how Yum! implemented its co-branding strategy across its restaurants and the synergies it gained through co-branding. The case offers scope to discuss the potential rewards and risks of co-branding to individual brands. A structured assignment ''504-074-4'' is available to accompany this case.