KFC : Marketing Mix

PRODUCT
KFC is a quick service restaurant where customers can eat there or take it away. They provide food that can be prepared and served very quickly. Each menu is made of a large scale of products based on a main product: chicken, standard ingredients like potatoes and corn. A regular meal consists in a Hamburger or Chicken nuggets, some French fries, a soda and it can be add a dessert.
KFC, such as McDonalds, has adapted its products regarding the country in which the restaurant was supposed to be opened. For example, KFC fast foods in the United States or in Europe are serving similar products such as: Chicken Hamburger or nuggets but also Bucklet and a large number of soda drinks and deserts like ice cream.
Hamburger / nuggets
Combo
Regular meal
Hamburger

In China they have adapted their product to the local consumers’ preference. They chose a strategy to cover all the moment of the day. For Breakfast they propose some specific Burger or a Chinese porridge. For the other meals, they also have created some specific products fitting with the Chinese culinary taste. Customers can eat some wraps, jelly milk tea, egg soup, shrimp burger or Chicken cogee and some lunch set are available.
Wrap
Shrimp Burger

Eggs soup
Porridge
Jelly milk tea

The supply chain of KFC in China has evolved along the years. Firstly, it worked with the usual American suppliers. Then, they began to help local one by giving them technological support to improve their products. Thus they reduce their dependence with suppliers.
PLACE
Today KFC has more than 1000 restaurants in the country. Each 22 hour a new KFC is opening in China.
If 80% of the restaurant are franchising and have to respect a chart, KFC try to personalize each store regarding the region in which it will be implanted. The decoration is composed by symbolic signs like picture of the Great Wall