CASE STUDY COMPETITION

for
KFC India at Devyani International Ltd

CASE COMP NAME: NEXT IS HERE AT KFC

About Kentucky Fried Chicken (KFC)

KFC, a globally renowned fast-food chain founded in 1952 by Colonel Harland

Sanders, has become synonymous with its delicious fried chicken and iconic
flavors. With its roots in Kentucky (USA), KFC has revolutionized the fast-food
industry with its unique blend of herbs and spices, operating over 27,000
restaurants in over 145 countries and territories around the world.
The KFC India story began in 1995 with the launch of the first KFC restaurant in
Bangalore. Devyani International Limited (DIL) has since become the largest KFC
franchise partner in the country operating over 480 stores in India while also having
exclusive rights to operate KFC restaurants in Nigeria & Nepal. Anchored in the
delivery of high-quality, flavorful meals, KFC India has continuously evolved,
witnessing a rapid growth within the dynamic Indian QSR market.
Brand Positioning:

KFC India offers a blend of bold flavours and unmatched finger-lickin satisfaction,
positioning itself as a symbol of indulgence and culinary delight for all age groups.

Target Audience (TG) & Presence:

KFC India caters to fast-food lovers of all age groups including families and budget
customers. The brand enjoys a strong presence nationwide with outlets found in
various formats, including standalone stores restaurants, food courts, malls,
airports, and highway locations, ensuring accessibility and convenience for
customers across the country. DIL has KFC outlets primarily in the South, North-
East, North and NCR region.

The Challenge

KFC has an undeniable legacy and a wide range of consumers who flock to the
dine-in stores or order in from a KFC. We desire to be the preferred choice of
brand for savory cravings for the younger target group between the age group of
16-28.
.

VISTA 2023: MARKGURU

THE ASK

Formulate a comprehensive strategy that effectively utilizes the RED model of

Yum to be relevant, easy and distinctive for the younger audience. A brand that
appeals to the evolving preferences of the Indian target audience while staying
true to its brand legacy in the competitive market.
Deep dive and craft a comprehensive strategy for product innovation and
enhancing the dine-in store experience while maintaining brand differentiation and
legacy of KFC.

A. Product Innovation: Questions to consider.

1. What new menu offerings or variations can KFC India introduce to cater to
the changing tastes and preferences of the youth in India?
2. How can KFC India incorporate vegetarian and more sustainable options
without compromising on its core offerings?
3. What other than the core offerings should KFC add to its menu to cater to
the young audience’s palates and preferences?

B. Dine-in Store Experience: Questions to consider.

1. What elements of the dine-in store experience would resonate with the youth
index in terms of ambience, decor, and overall experience?
2. What technologies or digital solutions can be implemented to enhance the
overall dining experience and make it more interactive?
3. How can KFC India personalize the dine-in experience to make each visit
memorable for the youth, considering factors like customization, social media
integration, or special events?

C. Brand Differentiation: Think about

1. How can KFC India position itself uniquely within the QSR market to stand
out from competitors and capture the attention of the youth index?

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VISTA 2023: MARKGURU