Kentucky Fried Chicken is to split its marketing department in two and
launch a dual strategy targeting the family and individual markets, in a
bid to take on McDonald’s as the UK’s number-one fast food chain.
The firm is known to be reshuffling its marketing department and has
appointed two department heads who will report to UK marketing director
A KFC spokesman said there had been a division of responsibilities, and
the chain would target families and individual consumers through
advertising and promotions.
‘KFC intends to take on McDonald’s; there have been lots of examples in
which KFC has taken on McDonald’s and won,’ he said.
PepsiCo is to spend pounds 200m expanding KFC in the UK from 380 outlets
to around 1000 in the next ten years, moving away from small, high
street outlets to larger restaurants and drive-throughs.