ABV - Indian Institute of Information Technology and

Management Gwalior, MP

Service Marketing
KFC Service Marketing

Submitted To : Submitted By:

Dr. Manoj Kumar Dash Divyansh Kumar(2018IMG-024)

Prashant Dwivedi (2018IMG-035)
Introduction 4

History 4

Mission and Vision 5

KFC's Mission Statement 5
KFC's Vision Statement 6
KFC's Core Values 6

Competitors 7

Drivers and Challenges 7

Demand side drivers 7
Strong global footprint 8
Supply-side drivers 8
Challenges 8
PROBLEMS FACED BY KFC IN INDIA 9

Segmentation, Targeting, and Positioning 9

Segmentation 10
Market Segmentation 10
Demographic Segmentation 10
Geographic segmentation 11
Psychographic Segmentation 12
Behavioural Segmentation 12
Market Targeting 12
Market Positioning 13

Service Marketing Triangle 13

External Marketing 15
Internal Marketing 15
Interactive Marketing 16

7 P’s 17
Products of KFC 17
Prices and pricing strategy of KFC 17
Place/distribution channels of KFC 17
Promotional strategies of KFC 18
People of KFC 18
 Processes in KFC 18
Physical environment of KFC 19

Customer Relationship Management 19

Process Blueprint 21
Backstage 22
Physical Evidence 23
Customer Actions 23
Support System 23

Conclusion 24

References 24
Introduction
KFC is one of the few American companies that can reflect on a lengthy history of success and
innovation. All of it started with one cook who created a soon-to-be global-well-known recipe
extra than 70 years in the past, a listing of mystery herbs and spices scratched out at the lower
back of the door to his kitchen. That prepared dinner became Colonel Harland Sanders of the
path, and now KFC is the arena’s maximum famous hen-eating place chain, specializing in that
equal unique Recipe at the side of more Crispy hen, home-fashion aspects, and buttermilk
biscuits. There are over 21,000 KFC retailers in over thirty nations and territories worldwide.
Kentucky Fried Chicken (KFC) is a fast-food restaurant that has meals processed and organized
with the aid of popular components and production strategies.

History
KFC was founded in 1930 by Harlan Sanders, an
entrepreneur who began selling fried chicken from his
roadside restaurant in Corbin, Kentucky. March 20, 1930,
was when Colonel Harlan Sanders started KFC. The first
restaurant was located in North Corbin, Kentucky. KFC is a
fast-food restaurant chain specializing in fried chicken.
By the mid-1950s, fast food franchising was still in its
infancy when Harland Sanders began his cross-country
travels to market “Colonel Sanders’ Recipe Kentucky Fried
Chicken.” He had developed a secret chicken recipe with
eleven herbs and spices. By 1963, the number of KFC
franchises had crossed 300. Colonel Sanders, at 74 years of age, was tired of running the daily
operations and sold the business in 1964 to two Louisville businessmen — Jack Massey and
John Young Brown, Jr. — for $2 million.

In October 1986, KFC was sold to PepsiCo. PepsiCo acquired Frito-Lay in 1965, Pizza Hut in
1977 with its 300 units, and Taco Bell in 1978. The KFC acquisition gave PepsiCo the leading
market share in three of the four largest and fastest-growing segments in the U.S., the
quick-service industry. By the end of 1995, Pizza Hut held a 28 percent share of $18.5 billion in
the U.S pizza segment. Taco Bell held 75 percent of the $5.7 billion Mexican food segment,
and KFC held 49 percent of the $7.7 billion U.S chicken fast food segment.
Soon after KFC entered India, it was greeted by protests from farmers, customers, doctors, and
environmentalists. KFC had planned to set up 30 restaurants by 1998 but could not do so
because its revenues did not pick. In early 1998, KFC began to investigate the whole issue
more closely. The findings revealed that KFC was perceived as a restaurant serving only
chicken. Indian families wanted more variety, and the impression that KFC served only one
item failed to enhance its appeal. Moreover, KFC was also believed to be expensive. KFC’s
failure was also attributed to certain drawbacks in the message it sent out to consumers about
its positioning. It wanted to position itself as a family restaurant and not a teenage hangout.
According to analysts, the ‘family restaurant’ positioning did not appear clearly in its
communications. Almost all consumers saw it as a fast food joint specializing in a chicken
recipes.

KFC tried to revamp its menu in India. Cole Slaw was replaced with green fresh salads. A fierier
burger called Zinger Burger was also introduced. During the Navaratri festival, KFC offered a
new range of nine vegetarian products, which included Paneer burgers. Earlier, KFC offered
only individual meals, but now the offerings include six individual meals, two meal combos for
two people, and one family meal in the non-vegetarian category. For vegetarians, there are
three meal combos for individuals, meals for couples, and families.

Over the years, KFC has learned that opening an American fast food in many foreign markets is
not easy. Cultural differences between countries result in different eating habits. For instance,
people eat their main meal of the day at different times throughout the world. Different menus
must also be developed for specific cultures while maintaining the core product — fried
chicken.

Mission and Vision

KFC's Mission Statement

is “To sell food in a fast, friendly environment that appeals to pride-conscious, health-minded
consumers.”
The statement only reveals one value– a friendly environment; their mission is
product-oriented. While embracing its principles of cooperation, respect, responsibility,
transparency, and innovation, Kfc's main focus is on boosting the success of its business
partners, employees, and consumers.
KFC's Vision Statement
The KFC's vision statement addresses a variety of strategic planning. KFC's products are also
described in the vision statement's "great-tasting, high-quality meals" section. Kfc's vision
statement specifies the type of business approach it takes for organizational growth by
declaring it "modern, progressive." The creation of Kfc goods and services to satisfy consumer
tastes and demands is a strategic aim tied to this vision statement.

KFC's Core Values

Teamwork: We encourage and support a varied but cohesive team. We engage experienced,
skilled individuals who collaborate to achieve our joint objectives.
Privacy & Safety: The need for safety is vital for KFC. Positive perceptions shared knowledge,
and on-the-job training and certification are required so that all employees know the
Company's cost-price linkages and how they connect to the markets.
Pricing & Productivity: Individual and group encouragement must be used to boost
productivity, which must be viewed as contributing to job security and corporate well-being.
Product pricing combines fine-tuning the cost-price relationship and mixing market
circumstances.
Viability in the Long Run: To guarantee that the company remains valid even after a decade
requires constant attention to the different trends and factors that will help it remain in the
market. Corporate viability requires both short- and long-term planning.
Competitors
Several brands in the market are competing for the same set of customers. Below are the top 8
competitors of KFC:

● McDonald's
● Pizza Hut
● Domino's
● Subway
● Burger King
● Smokin Joes Pizza
● Taco Bell
● Papa John’s Pizza

Drivers and Challenges

Demand side drivers
KFC enjoys higher popularity and stronger demand in various parts of the globe. In the US, the
leading competitors of KFC in the QSR chicken segment include chick-fil-a and Popeyes.
However, there is not even a single brand that competes with KFC directly in the QSR chicken
segment at a global level. As a result, the company faces little direct competition in most
markets, excluding the US. Overall, the level of competition from other leading brands that
serve substitute products is high. KFC being the single largest brand in the QSR chicken
segment, enjoys superior demand and popularity as well as customer loyalty.
Strong global footprint
KFC has expanded its business globally to 146 countries and territories. Its global presence is
also a leading source of competitive advantage for the brand. Across the world, there are very
few brands that operate in the QSR chicken segment. So, its global presence has helped it
reduce the competitive pressure and find faster business growth. It operates 25,000 stores
across the world. In the United States, the company operates 3,981 stores.

Supply-side drivers
Supply chain management is also a critical source of competitive advantage for QSR brands.
All the leading brands that enjoy a strong competitive moat in the global market have focused
on managing their supply chains. KFC’s supply chain has helped it maintain its quality
standards and achieve cost-effectiveness. While the brand faced a severe supply chain crisis a
few years ago, it has transformed its supply chain strategy.

Challenges
The challenges are cultural, political, economic, technological, competitive, and physical
barriers.

Cultural - The cultural challenges that are faced by KFC are due to the diversity of different
cultures. The market behavior of the company changes with the country. In India, KFC has
faced many problems as there were many protests against it, like ethical treatment rights
against protection and also ill-treatment of birds were the issues. The other challenge faced in
terms of diverse cultures was the people's taste.
Political/Legal- The political and legal factor of the company was affected as they were
caught selling some unhealthy products. The political issues arrived as people needed to
compromise on quality. There were some legal issues, like advertisements of fast food banned,
that directly affected the sale of the company. The political reforms of the company are
affected by the trade relations with the company.
Economical- The challenges that are faced by KFC are income. At the initial time, KFC targeted
the audience who were finical good that belonged to upper-class families. This was not
successful as it was limited to some groups of the population. They modified the prices of
meals so that middle-class people could be part of it.
Technological- The technological factors are changing day by day thus, by introducing new
technology, easy adaption should be done by the company. The technology used by KFC also
requires talented staff so that they can work on that technology easily and adapt to changes
accordingly. The maintenance of such machinery requires talented staff. Thus, a good amount
of capital formation needs to be made.
Physical/Natural- The physical issues are caused because of some faults in machinery. KFC
uses machines on a large scale thus if some defect occurs, a lot of maintenance cost is required.
There is some natural disaster that also affects the cost of the company.
Demographic- The Company faces various demographic challenges due to diversity in culture.
The long-term changes in fertility and mortality of the population is reflected due to age. The
demographic challenges are due to the migration of people. These issues impact the overall
sale of the company, and that impacts the success ratio.

PROBLEMS FACED BY KFC IN INDIA

● KFC entered India in 1995.

● The regulatory authorities found that KFC's chicken did not adhere to the Prevention of
Food Adulteration Act of 1954.
● KFC faced severe protests by People for Ethical Treatment of Animals (PETA), an animal
rights protection organization.
● PETA accused KFC of cruelty towards chickens and released a videotape showing the
ill-treatment of birds in KFC's poultry farms.

Segmentation, Targeting, and Positioning

Running a successful business is not like a field of dreams; you can build it, but it might not
come true. You must let people know about the product or service you offer and persuade them
to buy or use it. And you have to let people know about your product or service repeatedly. For
this, marketing strategy is very important. Your marketing strategy consists of: The "what" has
to be done. Inform consumers about the product or service being offered. Inform consumers of
differentiation factors.

So it helps the company to decides which customers it will serve (segmentation and targeting)
and how (differentiation and positioning).It identifies the total market, then divides it into
smaller segments, selects the most promising segments , and focuses on serving and
satisfying the customers in these segments. And this marketing strategy provides the goals for
your marketing plans.
KFC has marketing strategy emphasis on the following facts:

● Market Segmentation
● Market targeting
● Positioning

Segmentation

Market Segmentation
Dividing a market into distinct groups of buyers who have different needs, characteristics or
behaviours and who might require separate products or marketing programs. KFC mainly focus
on following market segments.

Demographic Segmentation
Demographic segmentation consists of dividing the market into groups based on variables
such as age, gender, family size, income, occupation, education, religion, race and nationality.
As one might expect, demographic segmentation variables are amongst the most popular
bases for segmenting customer groups. Also, for practical reasons, there is often much more
data available to help with the demographic segmentation process.
KFC give their concern in following demographic segmentation:-

Age:
One of the first variables of demographic segmentation is age. This is because consumer needs
and wants change with their age.
In KFC Generally there is no age limit focus by the KFC. The target and focus is on each and
every individual in a society. KFC finds its largest demographic in the young of any society.
Life cycle stage:
Closely connected to age, the life cycle stage of a consumer group defines what will be the
need of that particular customer. For this KFC offer kids meal with toys and veggi burger for old
age people. This demographic segment cannot be said as an “Age” segment because these
customers are in specific phase of their “Life”.

Income:
Another popular basis for segmentation is income. A person’s income level combined with its
accumulated wealth is the major determinant of the consumers’ willingness to purchase a
product. Income is the main decisive factor that influences consumers purchasing power.
Consumers with low incomes may not be able to purchase their desired products whereas
consumer with higher incomes may not be satisfed with the existing product.
In KFC Income is an important key factor for KFC. This factor decides which class is to be
targeted. In the early rise of KFC they focused on the upper class but slowly are introducing
economy meals that attract the lower to middle classes.

Social Class:
This plays a vital role in the demographic factor of the KFC. Generally they target upper class,
upper middle class, middle class and middle lower class. Because the items KFC sell are very
expensive.

Geographic segmentation
The market is segmented according to geographic criteria—nations, states, regions, countries,
cities, neighbourhoods, or zip codes.. With respect to region, in rainy regions you can sell things
like raincoats, umbrellas and gumboots. In hot regions you can sell summer wear. In cold
regions you can sell warm clothes.
KFC in Bangladesh only focus following geographic segmentation. These are:-

City:
Because Bangladesh is a developing country and the fast food business highly profitable in
only Dhaka and Chittagong city that’s why KFC only focus on this two city.
Key Spots:
● Tourist spots
● Commercial Areas
● University Canteen
Psychographic Segmentation
Psychographic segmentation is dividing a market into different groups based on social class,
lifestyle, or personality characteristics is called psychographic segmentation.
KFC divides market on the basis of psychographic variables like:
● Life Style (Lifestyle is not specific)
● Personality (Personality is ambitious and authoritarian)

Behavioural Segmentation
In behavioural segmentation, consumers are divided into groups according to their knowledge
of, attitude towards, use of or response to a product. It is actually based on the behavior of the
consumer.

Occasions:
The first form of behavioral segmentation is selling product in different occasions. In
Bangladesh KFC can permit their customer to celebrate various occasions. They also offer their
customer on cricket match “KFC Popcorn Chicken”, on Valentine’s Day special couple discount
offer.
Benefits:
Several products are targeted towards the benefits sought by the customer. For this KFC only
focus some social class.
Loyalty Status:
There are two ways to grow a business. First is to acquire new customers and second is to
retain your existing customers. The more loyal your customer is to you, the more your customer
base will increase. That’s one more kind of behavior which marketers target. In case of KFC,
they have some advantage because they are well known chain international fast food
company.

Market Targeting
Market targeting is the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter.
After a company has defined market segment it can enter one or many of these segments. A
company should target segments in which it can profitably generate the greatest customer
value and sustain it over time .A Company with limited recourses might decide to serve only
one or a few special segments. A company with a great number of recourses might decide to
serve two or more segments.
Market Positioning
Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative
to competing products in the minds of target consumers.
After a company has decided which market segments to enter, it must decide how it will
differentiate its market offering for each targeted segment and what positions it wants to
occupy in those segments. A product position is the place the product occupies relative to
competitors products in consumer’s minds. Marketer wants to develop unique market positions
for their products. If a product is perceived to be exactly like others on the market consumers
would have no reason to buy it.

KFC promotes a “high quality poison” for its products. It produces high quality products,
chargers a high price, distributes through high class dealers and advertises in English
newspapers with a high circulation. KFC is communicating through physical size and ques that
people use to judge quality.
For KFC management the image their customers carry in their mind is the most important
factor. That is why for them the product quality, which is almost, standardizes the entire world
except little differences because of local requirements & the promotions are very critical factor.
The people which are their customer and the physical evidence, the environment customers get
in the KFC are the focus that built KFC’s image in the customer mind that is why they are
always trying to bring positive changes in the environment so that every time their customer
enter the KFC, can feel the difference. They think that trough continuous efforts they have
developed such a brand image in their customer’s minds that their customers have become
brand loyal. I order words they have got brand equity.

Service Marketing Triangle

The Services Marketing Triangle (or Services Triangle) shows the key actors involved in
marketing a service business. It also shows the key marketing activities that occur between
those actors.

Before we look at the model, it is important to note that we are only concerned with the
marketing of services. The model does not apply to products. We define services using these
criteria:
​
Intangible: you cannot see, taste, or touch them.
Inseparable: you cannot separate production from consumption.
Perishable: you cannot store them, save them, or return them.
Heterogeneous: you cannot mass produce them as they are unique.

Services businesses are marketed on promises. These are the promises we make to customers
and whether we keep or fail to keep those promises. The Services Marketing Triangle is a
visual strategic model. It reinforces the importance of people in a company’s ability to keep its
promises.

The Services Marketing Triangle is shown in the following diagram. It shows the key marketing
activities that happen between the key actors within services businesses.

Each actor works together to develop, promote, and deliver a company’s service. As you can
see from the diagram we represent actors by the points of the triangle. Our actors are:

Company: refers to the leadership team of the company in question.

Employees: refers to all employees, including subcontractors who deliver the company’s
service.
Customers: refers to all customers and potential customers of the company.

The lines between the points show the different types of marketing that must occur:
External Marketing occurs between the company and its customers.
Internal Marketing occurs between the company and its employees.
Interactive Marketing occurs between the employees and the customers.

External Marketing
Companies use external marketing to make promises to customers. External marketing is any
communication to customers (or potential customers) before service delivery starts.

Forms of external marketing include:

● Advertising
● Personal selling
● Public relations (PR)
● Direct marketing

We use external marketing to achieve many aims, including:

● Creating awareness.
● Setting price expectations.
● Setting service level expectations.
● Informing customers of any prerequisites that must be in place before they can use the
service.

Internal Marketing
Within a services business, we view employees as internal customers. They are a market which
we must please first as a company. The leadership team should be focused on satisfying its
employees so that they want to serve customers better.
Internal marketing involves motivating employees to work as a team to satisfy customers. This
is obviously true for customer service representatives. It can equally be applied to all
employees. This results in everyone, at all levels of the organization, being empowered to
deliver great customer service.

Key components of internal marketing include:

● Motivating employees
● Teaching customer satisfaction techniques
● Communicating company goals regularly
 ● Management of change
● Training staff on how to use the company’s services
● Good pay and working conditions

Interactive Marketing
Interactive marketing occurs when employees and customers interact. It is here where the
promises made during external marketing are either kept or broken by employees or
sub-contractors.

Each significant interaction between an employee and a customer is known as a service

encounter.
Interactive marketing is important because it establishes both short-term and long-term
satisfaction. If the customer is satisfied with the service they received in the short term, they
are more likely to be satisfied over the longer term.

KFC Value Proposition Triangle

7 P’s
This is a detailed analysis of the marketing mix of KFC. It explores the 7Ps (Product, Price,
Place, Promotion, Process, People, and Physical Environment) of KFC and explains how it uses
these marketing mix techniques to grow its business. KFC is one of the largest fast-food chain
restaurants in the world. It is an American company headquartered in Louisville, Kentucky.

Products of KFC

KFC has a wide variety of products e.g., chicken meals, vegan meals, drinks, treats, twisters,
and salads. Its chicken is freshly prepared in its restaurants every day with close monitoring by
trained cooks. It does not use artificial colors, flavor additives or trans fats in its products (KFC,
2021). It has been putting a lot of efforts for a long time to ensure that levels of salt, fat, sugar
and calories are low in its products. However, many people stay away from fast food over
health concerns.

As KFC operates in many countries, it understands the importance to respond to local needs.
For example, in some countries, it offers Halal food (Food approved by the Halal Food
Authority) for Muslim customers. In the UK, 130 out of over 900 of its restaurants offer Halal
food. Likewise, it offers a good number of vegan items in India. In Nigeria, it offers jollof rice,
while in Kenya, it offers ugali (a type of porridge). These examples show that KFC is
responding to the demands and needs in certain markets very well.

Prices and pricing strategy of KFC

Pricing is the next element to examine in the Marketing mix of KFC. As KFC operates around
the world, it has adopted a geographical pricing strategy i.e. prices vary from one country to
another. Likewise, it pursues competitive pricing policies to stay in line with the prices of its
competitors so that customers have little or no justification to switch to the competitors based
on the prices of the products.

Place/distribution channels of KFC

KFC has around 24,000 restaurants in over 145 countries and territories around the world. It
has a geographical structure and splits its operations into different regions i.e. Africa, Asia &
Oceania, South America & Caribbean, Europe, Middle East, and North America. Customers
usually walk into KFC restaurants to enjoy their meals. However, some of the restaurants are
for delivery only.

By working with its partners, KFC has developed home delivery options as well. For instance,
customers in the UK can order online and get their meals delivered via Uber Eats, Just East, and
Deliveroo. Likewise, KFC works with a number of partners in the USA e.g. Uber Eats, and
DoorDash (QSR, 2020). It believes that delivery has a big potential and therefore, took
appropriate steps to avail of the opportunity.

Promotional strategies of KFC

KFC has been using its ‘Finger Lickin Good’ slogan very well for a long time. However, the
slogan was temporarily dropped to reflect the market circumstance in 2020. Likewise, one of
its adverts was banned for using a pun that sounded too much like a swear word (Knapman,
2019).

In addition to using traditional media for its advertising campaigns, KFC is also very active in
social media. For instance, 56 million people follow its official Facebook page. However, its
Instagram page has only 1.6 million followers. Likewise, its YouTube channel for UK and
Ireland has only 51 thousand subscribers.

People of KFC

KFC’s parent company Yum! Brands Inc. which operates some other brands, has around 1.5
million employees around the world. The company has invested a lot of money in technology
for the purpose of employee training and development.

KFC announced its plan to create 5,400 jobs in the UK and Ireland by the end of 2020 (BBC,
2020). It takes employees’ safety and welfare very seriously. However, it should be mentioned
that it was fined £1million after two workers burned on arms with boiling hot gravy at a
restaurant in the UK (Lightfoot, 2017).

Processes in KFC

Each KFC business function goes through a process. For example, food ordering process is very
straightforward. Customers can pop into a restaurant and order their meals. Likewise, they can
do so via the websites of KFC’s delivery partners. They can also order food via KFC’s official
website which will direct them to a delivery partner’s website.

Physical environment of KFC

KFC brought about some new interior designs in 2014. The new ‘informal and stylish’ interiors
with a ‘semi open-plan kitchen’ idea in mind, were introduced in some restaurants to make the
restaurant’s internal atmosphere more family friendly. Its official website looks nice and
user-friendly as well.

Customer Relationship Management

AmRest, an operator of casual dining and fast food restaurants across Europe, which operates
the KFC outlets in the region, was struggling to encourage diners to patronize its KFC outlets.
Hence, it decided to redesign its marketing strategy.

As a part of this strategy, in late 2015, AmRest decided to offer free Wi-Fi to its customers
across its 548 KFC outlets in the UK hoping to attract customers. Signing into Wi-Fi at a KFC
outlet required patrons to sign in at the landing page, and this information was stored in a
database for the company to inform users about special discounts and promotions.

In addition to this data collection, KFC also rolled out a loyalty program through the KFC
Colonel’s Club mobile app that is developed by LoyaltyPlant, a developer of mobile apps for
loyalty programs for restaurants, to make optimal usage of its CRM system. The interface of
the app enables users to see the menu, locate KFC outlets near them, participate in bonus
programs, use digital coupons, give feedback, and the like. It gives them stamps based on the
food they buy at a KFC outlet. Moreover, the points-based system offered by the app enables
the company to communicate with different customers as per their past behavior. It provides
them information about where their customers live and which outlets & menu items they prefer
the most. As per this information, they are in a position to make limited-time offers on menu
items purchased by them during their last few visits. The app also encourages them to visit or
order-in from the KFC outlets nearest to them. Furthermore, the app is linked to the POS
technology of various outlets, which enables the sales teams to chat with customers through
text messages and address them with their first names.
According to an article published on Destination CRM, since its introduction in 2015, the KFC
Colonel’s Club mobile app has shown the following results by 2017:

● 5 percent of the population in participating cities has downloaded the app

● 25 percent of customers use the app during their visit to KFC outlets
● An outlet that used the app reported a 12% increase in revenue increase as compared
to another outlet that did not
● A select high-performing location reported incremental marginal profit of $16,736 in.

According to a study published on the NCBI in 2017, there were over 7 billion mobile users
worldwide in 2016, and this number is increasing exponentially every year owing to the
growing popularity of smartphones. KFC CRM software can capitalize on this aspect as they
can encourage customers as well as potential customers to download their apps, through
which they can mine customer data to grow their business.
Process Blueprint

A service blueprint is a picture or map that accurately portrays the service system so that the
various people involved in providing it can understand and deal with it objectively irrespective
of their roles or individual perspectives. The service blueprint which is shown in this section
demonstrates the operations conducted in a similar manner among all the KFS’s. The service
blueprint plays the role as a platform for successful decision-making It aids in identification of
the drivers for providing high-quality service which is known as ‘customer-focused process.
This is a tool that helps to find ways to deliver superior service and build optimal customer
experiences. The figure below is the KFC’s blueprint. It is used to ensure that all variables are
present. It is also to identify the parts of service failure. It shows the different internal actors
and inter-relationships in customer service with their different actions. The current blueprint
includes five aspects. Those five are the customer actions, aspects of the front stage and
backstage, physical evidence and support process.

The physical evidence is the restaurant’s external appearance and includes the layout,
decoration, bins, tables and chairs, the menu display, lighting, advertisement, Website, Music,
LCD TV and Carpark, which is also known as on-stage elements. These elements would the
first to be observed by the customers. The backstage elements would be the kitchen process,
where the preparation of food takes place and that includes cleaning too. The support process
would be the website management, coordination with suppliers and the customer service
department.

The restaurant’s front-stage operations include customer actions, on-stage technology actions
and on-stage contact with employees. The restaurant’s customer actions involve selecting the
food item from the large menu display over the counter and standing in the queue for placing
an order. The customer makes payment, receives the receipt of the order and is waits until the
food is prepared. They collect their order and picks up napkin and straws, choose the best
place to sit and leave the restaurant after they’ve done, disposing of the plates in the dustbin
or to leave the left over at the table. Customer service staff’s function is to greet and interact
with visitors and assist them by providing information on new offers or combo meals or in
making a decision for food choice, accompanied by payment and billing. They must provide the
transaction’s invoice and include payments via coupons or vouchers. Some of the on-site staff
are involved in serving the food, cleaning the bins, tables and safekeeping. Employees are also
advised to seek feedback from customers to meet their standards. In the restaurant, the front
stage and the backstage functions take place concurrently, and the interrelationship is shown
in the blueprint above.

Backstage

KFC’s backstage tasks includes maintaining fresh food stocks (importation of food products,
daily procurement of fresh vegetables such as tomato and onions etc), tracking inventory
(frozen / frozen) conditions (correct refrigeration of perishable goods and soft drinks),
safekeeping, online services updates (indirect contact between staff and customer) and menu
boards, and dining area cleaning and maintenance. The members of the backstage are the
cooks, the prep staff, and the cleaning crew. The front and back staff are well equipped to
provide exemplary hospitality service and provide food in lesser than one minute. The
employees in the backstage are also responsible for the reusable items such as plate and cup
dishes. They will need to wash them and store them for other customers usage.

Physical Evidence
The capacity and atmosphere in which the service is delivered, both tangible goods that help
to interact and execute current service and intangible experience of the current customers, and
the ability of the organization to convey customer satisfaction to potential custome. Printed or
media advertisements, KFS’s official website, music played in the outlet, LCD screens which
shows current deals, carpark facilities, dining area and counter service are the physical
evidence of the KFC based on the current blueprint. This are also which the customers
experiences before and after they walk in.

Customer Actions
The visualization of customer actions reveals customer’s interactions with KFC’S product and
services. Customers will first visit the website to locate the nearest outlet at convenience,
check the operating hours, choices in deals in the menu and other necessary information.
Secondly, upon their entry into the outlet, they experience the atmosphere and procced to look
through the menu once again. Thirdly, to place the order and payment. Lastly, to wait at the
counter to receive the food and after which to either dine in or to pack to go and leave the
restaurant once done. For dine in customers as they leave, some leave their left-over food in
the table and some clears by throwing at the bins placed around the outlet.

Support System

The support processes are known to be separated from the contact employees by the internal
line of interaction. These are all tasks carried out by people and teams within the company
who are not contact staffs but need to be carried out in order to provide the service. The
support processes from the blueprint are responsible for the company’s information systems
taking its responsibility for, for instance, website creation to communicate with their customers
and employment. The website provides information about the products, services, ordering,
details and locations in the storefront of KFC. Inventory check and placing orders to suppliers
to stock up inventory, pricing and handling customer’s feedback with response also falls under
support processes.
The ‘moments of truth happens at the very moment when a contact is made with the customer
(directly or indirectly via mail, telephone or website), which then gives an impression about the
organization. The opinions formed may be both negative or positive based on the experience of
the customer.
Conclusion
KFC is having a very good atmosphere for its employee to work and the corporate culture is
also good to deal with but there is little problem with the management issues that should be
solved. The food quality and services offered by KFC are excellent. KFC always keeps
introducing new variety of chicken and edible products that helps in continuous improvement
and growth in the profit margins. Today’s generation is very health conscious and prone to
hypertension was thinking what if KFC offers or add fresh produced products such as fruits and
vegetables in their menu it can increase their sales as even vegetarian people can enter KFC
and can enjoy the delightful ambient. In terms of 4 P’s KFC is doing exceptionally excellent.

Although KFC has succeeded based on many aspects as mentioned, their customer service
needs to be improvised. Based on the mystery shopping experience in an outlet, it was
observed that employees at the counter was not enthusiastic about their job has silence was
observed with rude greeting. Their communication and coordination between the frontstage
and backstage also lack. The waiting period to receive the order seemed long and cleanliness
of the dining area was not well maintained.

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