If you are a fan of fast food made from chicken, you know the name KFC. Wherever you are, you can still easily find this one food.
KFC’s marketing strategy is powerful in boosting its popularity against competitors. The growing proliferation of the fast food business has encouraged more and more other creativity in developing the fast food business.
KFC’s marketing strategy prioritizes consumer satisfaction has resulted in more and more consumers believing in KFC’s taste which is always evolving.
KFC always creates innovations and develops delicious flavours but has yet to abandon the concept built for decades.
The flood of the fast food business often imitates the sales style and taste presented by KFC. For food connoisseurs, of course, they can tell which KFC is not KFC.
This is one of the interesting things about the KFC-branded fast food business.
KFC’s marketing strategy, by providing new innovations in every way to advance its products, aims to deliver consumer satisfaction. Lots of business strategies can be learned through this KFC.
KFC: A Brief History
KFC (Kentucky Fried Chicken) is a fast food restaurant chain founded by Colonel Harland Sanders in 1952.
The company is headquartered in Louisville, Kentucky, and is known for its fried chicken, which is seasoned with Sanders’ “Original Recipe” of 11 herbs and spices.
The company also offers a variety of side dishes, sandwiches, and desserts. Today, KFC is one of the largest fast food chains in the world, with over 20,000 locations in over 150 countries.
The company was first known as Sanders Court & Café and later as Sanders Café, before it adopted its current name in 1952. The Colonel’s secret recipe of 11 herbs and spices was first developed in 1940.
The chain has been owned by Yum! Brands, Inc., since 1997, which also owns other fast food chains such as Taco Bell and Pizza Hut.
KFC Target Market
KFC, also known as Kentucky Fried Chicken, targets a broad range of consumers. The fast food chain primarily targets consumers who are looking for quick and affordable meal options, and typically targets families, young adults and teenagers. They also target people who are on the go and are looking for a convenient fast food option.
In addition to this, KFC also targets specific segments of the population, such as African American consumers, as well as people who live in urban areas, where KFC has a strong presence. They also target people who are looking for a casual dining experience, rather than a formal one.
KFC also targets people who are price sensitive and looking for good value for money. They offer a variety of menu items at different price points to appeal to this segment of the market.
Additionally, KFC has started to focus on the health-conscious consumers by introducing healthier options in their menu and promoting them.
KFC’s marketing campaigns are designed to appeal to a wide range of consumers, with the use of various media platforms and communication techniques, such as television, radio, print, and digital advertising, to reach a large audience.
KFC Marketing Strategy Channels
KFC originally offered the same menu globally, but has recently begun tailoring its offerings to specific regions. Their marketing strategy includes both direct and indirect forms of communication.
Direct methods, known as personal channels, include face-to-face interactions or phone calls with customers by KFC sales staff. Non-personal marketing channels include the use of media both online and offline, such as
- Newspapers
- Magazines
- Radio
- Television
- Leaflets
- Billboards
- Posters
- Emails
- Webpages
- Promotion Campaigns
- Events
- PR activities
- Social Media
KFC Social Media Marketing
KFC’s Facebook and Twitter pages are extremely high on interactions with customers.
1. KFC Facebook Page
KFC utilizes Facebook as a platform to inform customers of new promotions, products, deals, and other initiatives. They also use it to address customer complaints.
The brand focuses on sharing information about their products through their social media. They also encourage online ordering through social media.
2. KFC Twitter Handle
KFC’s Twitter handle is highly interactive and effective in addressing customer complaints. The team frequently holds contests and promotes deals and discounts on Twitter, in addition to its Facebook page.
While the number of retweets and conversations on their tweets may be low at the moment, the brand is working to increase its presence on Twitter as part of its overall business strategy.
3. KFC’s Youtube Handle
KFC utilizes its YouTube channel primarily for advertising, with short videos of less than two minutes in length. Despite this, the channel has a significant number of subscribers. The company employs YouTube as a secondary platform for showcasing its ads.
4. KFC’s Instagram Handle
KFC has multiple verified pages on Instagram for different countries, in addition to its main page. The brand primarily uses this platform to attract customers by showcasing mouth-watering images of menu items. They also regularly post about current promotions, new offerings, and other deals.
5. KFC Marketing Strategy: Email Marketing
KFC can segment their email list based on purchase history, location, and other customer data to create targeted campaigns that are more likely to be successful.
KFC may also use email marketing for customer retention by sending out email newsletters and loyalty program information. They can also use email to build customer engagement by sending out surveys and asking for feedback.
KFC Traditional Marketing
The company has a long history of using traditional marketing methods, such as television and print advertising, to promote their brand and menu items.
KFC’s famous slogan “finger-lickin’ good” is one of the most well-known slogans in fast food history and has been used in many of the company’s advertisements.
Additionally, KFC has also used promotional deals, such as offering a limited time menu item or offering a special deal on a combination meal, as a way to drive sales. The company also use billboards, flyers, brochures, and coupons to promote their products to customers.
KFC Marketing Strategy Campaign: “finger-lickin’ good”
“Finger-lickin’ good” is a slogan that has been used by KFC (Kentucky Fried Chicken) for many years. The phrase is intended to convey the idea that KFC’s food is so delicious that people will want to lick their fingers after eating it.
The slogan was first used in the 1950s and has been used in various forms of advertising and marketing ever since, including television commercials, print ads, billboards, and more.
It has become one of the most recognizable and well-known slogans in the fast food industry.
The slogan was retired by the company on 2020 and was replaced by “So Good”. The company explained the reason for the change was “to evolve with the times” and to move away from the “finger-lickin'” association during the COVID-19 pandemic.