THIS WEEK: KFC’s expansion plan

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

Martin Shuker.

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.

This article was first published on Marketing