Documente Academic
Documente Profesional
Documente Cultură
ASSIGNMENT ON
“CONSUMER BEHAVIOR”
COURSE CODE: MKT-702
4. FARHANUL ISLAM
7. MD.SYFULISLAM
Overview of KFC:
KFC Corporation, based in Louisville, Kentucky, is the world's most popular chicken
restaurant chain, specializing in Original Recipe®, Extra Crispy®, Kentucky Grilled
Chicken™ and Original Recipe Strips with home-style sides, Honey BBQ Wings, and
freshly made chicken sandwiches.
Every day, more than 12 million customers are served at KFC restaurants in 109
countries and territories around the world. KFC operates more than 5,200
restaurants in the United States and more than 15,000 units around the world. KFC
is world famous for its Original Recipe® fried chicken -- made with the same secret
blend of 11 herbs and spices Colonel Harland Sanders perfected more than a half-
century ago. Customers around the globe also enjoy more than 300 other products --
from Kentucky Grilled Chicken in the United States to a salmon sandwich in
Japan.KFC is part of Yum! Brands, Inc., the world's largest restaurant company in
terms of system restaurants, with more than 36,000 locations around the world. The
company is ranked #239 on the Fortune 500 List, with revenues in excess of $11
billion in 2008.
KFC HISTORY-AT-A-GLANCE
9TH September,1890
1900-1924
Harland Sanders holds a variety of jobs including: farm hand, streetcar conductor,
army private in Cuba, blacksmith's helper, railyard fireman, insurance salesman, tire
salesman and service station operator for Standard Oil.
1930
In the midst of the depression, Harland Sanders opens his first restaurant in the
small front room of a gas station in Corbin; Kentucky.Sanders serves as station
operator, chief cook and cashier and names the dining area "Sanders Court & Café."
1936
1937
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The Sanders Court & Café adds a motel and expands the restaurant to 142 seats.
1939
The Sanders Court & Café is first listed in Duncan Hines' "Adventures in Good
Eating."Fire destroys The Sanders Court & Café, but it is rebuilt and reopened. The
pressure cooker is introduced. Soon thereafter Colonel Sanders begins using it to fry
his chicken to give customers fresh chicken, faster.
1940
1949
1952
The Colonel begins actively franchising his chicken business by travelling from town
to town and cooking batches of chicken for restaurant owners and employees. The
Colonel awards Pete Harman of Salt Lake City with the first KFC franchise. A
handshake agreement stipulates a payment of a nickel to Sanders for each chicken
sold.
1955
An interstate highway is built to bypass Corbin, Kentucky. Sanders sells the service
station on the same day that he receives his first social security check for $105. After
paying debts owed, he is virtually broke. He decides to go on the road to sell his
Secret Recipe to restaurants.
1957
1964
Kentucky Fried Chicken has more than 600 franchised outlets in the United States,
Canada and the first overseas outlet, in England.
Sanders sells his interest in the U.S. company for $2 million to a group of investors
headed by John Y. Brown Jr., future governor of Kentucky. The Colonel remains a
public spokesman for the company.
1965
Colonel Sanders receives the Horatio Alger Award from the American Schools and
Colleges Association.
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1966
1969
The Kentucky Fried Chicken Corporation is listed on the New York Stock Exchange.
1971
1976
An independent survey ranks the Colonel as the world's second most recognizable
celebrity.
1979
KFC cooks up 2.7 billion pieces of chicken. There are approximately 6,000 KFC
restaurants worldwide with sales of more than $2billion.
12th June,1980
Colonel Harland Sanders, who came to symbolize quality in the food industry, dies
after being stricken with leukemia. Flags on all Kentucky state buildings fly at half-
staff for four days.
1982
Kentucky Fried Chicken becomes a subsidiary of R.J. Reynolds Industries, Inc. (now
RJR Nabisco, Inc.) when Heublein, Inc. Is acquired by Reynolds.
1997
PepsiCo, Inc. announces the spin-off of its quick service restaurants - KFC, Taco
Bell and Pizza Hut - into Tricon Global Restaurants, Inc.
2002
Tricon Global Restaurants, Inc., the world's largest restaurant company, changes its
corporate name to YUM! Brands, Inc. In addition to KFC, the company owns A&W®
All-American Food® Restaurants, Long John Silver’s®, Pizza Hut® and Taco Bell®
restaurants.
2006
More than a billion of the Colonel's "finger lickin' good" chicken dinners are served
annually in more than 80 countries and territories around the world.
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World Famous Menu of KFC:
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Better-for-you option
with the KFC. Colonel's Secret
Recipe.
Tender, crispy
Eleven herbs & chicken strips.
spices on
tender boneless
strips.
Nutrition in KFC:
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At KFC, we take great pride and care to provide you with the best food and dining
experience in the quick service restaurant business.
We believe eating sensibly, combined with appropriate exercise, is the best solution
for a healthy lifestyle. KFC offers a variety of menu items for those that want lower
fat, lower calorie choices, including Tender Roast and Honey BBQ Sandwiches, corn
on the cob, BBQ baked beans and green beans. To help you further, we've provided
nutritional information so you can make informed choices about what to eat.
We strive to proactively improve the nutritional profile of our high quality food
while providing great taste. We always will offer a variety of menu options at each
of our brands that can be part of a balanced diet. We continue to educate
consumers about our product nutrition and support exercise programs. We want
consumers to make informed choices about their diet and incorporate exercise
into a healthy lifestyle.
Talk with your physician and/or a registered dietitian to get specific information
that will help you make informed choices about incorporating a balanced diet and
exercise into a healthy lifestyle. Some basic steps to follow:
Trademark disputes
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In 1971, Sanders sued Heublein Inc., KFC's parent company at the time, over the
alleged misuse of his image in promoting products he had not helped develop. In
1975, Heublein Inc. unsuccessfully sued Sanders for libel after he publicly referred to
their gravy as "sludge" with a "wallpaper taste".
In May 2007, KFC (Great Britain) requested that Tan Hill Inn, in the Yorkshire Dales,
North Yorkshire, UK refrain from using the term 'Family Feast' to describe its
Christmas menu, although this problem was quickly resolved with the pub being
allowed to continue use of the term.
KFC In Bangladesh
KFC stands for high quality fast food in a popular array of complete meals to enrich
the consumer’s everyday life. KFC strives to serve great tasting, “finger lickin good”
chicken meals that enable the whole family to share a fun. Uninhibited and
thoroughly satisfying eating experience, with same convenience and affordability of
ordinary Quick Service Restaurants.
Helpful Tips:
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The more, the merrier, when everyone's enjoying KFC. Below are several ways you
can bring more people to the table, or park, than ever before.
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Online Customer Comment Forms
U.S. Feedback (Continental United States)
International/Hawaii/Canada Feedback (outside the Continental United States)
I don't like this place much because its price is very high comparing to other same
quality restaurants. its location is very good. more over their their waiters try to
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forcefully make u buy their discount coupon which creates a very unpleasant
situation.
The food over here is really good - especially if you like chicken,. The Fried Chicken
is quite delicious. The meat items here are specially tasty - mostly due to their
unique cooking style of almost roasting the meat and serving with the just right
proportion of spices. You might want to try their special dishes like the namesake
dish "Chicken" - which is actually spicy well-cooked with lots of spicy gravy. For a
classic meal - The environment and seating arrangement is a bit conjusted - but ok.
Can be quite busy during lunch time - might have trouble getting seated. On
weekends and public holidays it is advisable to not go there during lunch time- as
you might have to stand in a line to get a seat - long enough to lose your appetite.
But considering the quality of the food - it is a must try if you are a food lover.
Recommendation:
KFC is really very good but it will be better if there is some item is low price then all
type of people can take a test in KFC. It also has to increase branch that in every
states people take a taste of KFC iteams.
Conclusion:
KFC is world famous for fried chicken and chicken product. The truth is that
Kentucky Fried Chicken decides to change its name is to avoid paying license fees
to the state of Kentucky. In 1990, the state of Kentucky decides to trademark their
name, in order to reduce their accumulating debts. As a result, Kentucky Fried
Chicken have to pay a sum of money to the state for using "Kentucky".
In Nov 2006, Kentucky fried chicken finally reached an undisclosed agreement with
the state of Kentucky with regards to this issue and they are free to use their name
back again.
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