What re­ces­sion?

Finweek English Edition - - ADVERTISING & MARKETING - For a global

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.”

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