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ETHYLENE MIDDLE EAST CONFERENCE & EXHIBITION

ETHYLENE MIDDLE EAST CONFERENCE & EXHIBITION

KFC

2019

HISTORY OF KFC

The anatomy of a brand refers to the combination of various elements that work together to create a distinct and recognizable identity. Through KFC’s history we see how the brand embodies its personality, values, promise, position, story, awareness, loyalty and strategy. 

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1890

  • Born on 9 September in Indiana.

  • Father passed away in 1895, mother started working to support the household which is when he took care of his siblings and cooked for them.
     

1903

  • Aged 13 - left home to seek fortune

  • Took up jobs in the US Army, as a street car conductor, rail road fireman, insurance salesman, secretary, tyre salesman, ferry operator, lawyer and midwife
     

1908

  • Married Josephine King
     

1930

  • Took over a service station - served fried chicken to travellers

  • Experimented with his recipe 1009 times
     

1935

  • Expanded Sanders' Court & Cafe
     

1940

  • Perfected the recipe with 11 herbs and spices

  • The service station burned down and was rebuilt

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1953

  • 'Kentucky Fried Chicken' was invented along with the slogan, "Finger Lickin' Good"

  • First franchise opened in Salt Lake City

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1955

  • Sold the first BUCKET

  • Unfortunately, lost his very first opening

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1965

  • Sold the company

  • The first Kentucky Fried Chicken opened in UK

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1970

  • He introduced Extra Crispy Chicken

  • Entered a joint venture with R. J. Reynolds, eventually came under his reins

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1978

  • Logo was introduced

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1980

  • Colonel Sanders passed away

  • Reynolds sold the company to Pepsi Co.

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1990

  • Launched Hot Wings, Kentucky nuggets, Snackers, Popcorn Chicken and Zinger

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1991

  • Third logo was introduced

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1995

  • Entered the Chinese market

  • Officially established as KFC

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1997

  • Fourth logo designed by Landor Associates

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2000

  • The brand came under American fast food corporation called Yum! Brand Inc., previously known as Tricon Global Restaurants Inc.

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2006

  • Fifth logo was introduced, replaced apron with tuxedo  

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2010

  • Introduced items to their menu and worked on advertising.

  • Also introduced the concept of drive thru's

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2016

  • Revamped menu items included grilled chicken, chizza, double down, breakfast menu and more

  • Used one of the initial logos as the latest one - kept elements of the 2006 logo   

CSR INITIATIVES

FOOD

  • Alternate menu choices

  • Transparency

  • KFC U.S. is a member of American Association of Avian Pathologists

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PEOPLE

  • Six years: Great Place to Work

  • KFC U.S. - Family Fund (employees are provided limited financial relief: good standing)

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COMMUNITY

  • WFP - Global Partner: fighting hunger

  • Raised $11 million: feed 44 million hungry people 

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ENVIRONMENT

  • - KFC Australia - won Sustainability 100 Award

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AD ANALYSIS

SIGNIFIER

  • Blue and red colors

  • Price mentioned

  • Words "Create Your Own Bucket"

  • List of options

  • Alarm clock on the left

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SIGNIFIED

  • Red signifies bold and youth

  • Price specifies the affordability of the products

  • Words signify personalisation or customised order choices

  • Alarm clock is aimed to tell the customer to opt for the promotion before it runs out

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