giant like KFC, the answer to the recession is quite simple: ignore it. “We are very confident about our prospects despite the business outlook,” says Christophe Poirier, chief marketing officer for KFC, with responsibility for new concept development for Yum! Restaurants International.
In South Africa as guest speaker at the Apex Awards, Poirier said the world “is still full of opportunities. As a big company we just need to adapt to the conditions. The world economy is struggling, but we have a strong value proposition.
“We want to make sure customers get more than they expect. We are positioned as a global brand with local relevance. If you keep focused on that, and keep your proposition simple and both feet on the ground, you have the formula for success.”
KFC operates in a largely decentralised way, Poirier says. “One size doesn’t fit all. We allow our operations lots of global and l ocal freedom. Locally the teams always defend their proposition but make sure it fits local expectations. We can’t control ever y t hi ng f r om Dakar t o Louisville, Kentucky.”