KFC- Kentucky Fried Chicken

Manisha Saraf B-2 Rubina Parwez B-3 Sunita Kumari B-7 Kareena Chaudhary B-12

About KFC
KFC (India) started: 1996 Number of products 35-50 Price range Rs 25-300 Most popular product: Zinger burgers Customers per day per outlet 2,000+ Average spend Rs 100-150 per head

KFC hai students ka naya adda.

Repositioning of KFC
Repositioning started with brand icon Colonel Saunders makeover making him look slightly younger and dressing red apron Red apron connects him with kitchen where he started the battle of taste.

Visual aspects
Red and white palletes, star images and artistic styled graphics Everything has the Kentucky Fried Chicken signature on it and that's important in building the brand Designers raised ceiling heights and enlarged the windows, to create warmth and make the space inviting. Lights are usually bright yellow colored which create a happy atmosphere

Youthfulness of Brand
Youthful dcor- bright red color, graffiti on walls Latest english tracks Prices that suit college studentsStreetwise, Rs.25/piece Variety in menu 1. fried chicken buckets, 2. Small snacks for the price conscious, 3. grilled chicken for the health conscious, 4. Zing Kong Boxes for people on the go

Spatial Layout
Customers are encouraged to linger with a variety of seating choices, including a banquet table and counter and booth seating Restaurants have booths, large tables, counter tops with high stools, and an elevated area -no matter what the group size, seating arrangement is adequate Environment that speaks to the brand's founding attributes of comfort, ease and

Signs and Symbols

KFC keeps everything youthful Logo is combination of red, white and black- both colors attract youth Bold logo and visible from distance Easy recall Vibrant colors used-red, orange, yellow induce feelings of freshness and cheer up the customers

Artefacts

Snapshots

Service blueprint

Service Redesign

Kids Section
Introduction of new zone for the kids, birthday parties. Special gifts and toys can be given to kids Arranging some contest and games to attract children

Vegetarians
It only focuses to non-veg customers, so more varieties should be added in the veg menu. Red color of walls is usually associated with non-veg but its not always nonveggies who visit KFC Other colors like green, blue, purple can be used to convey vegetarianism

Aroma of chicken is quite uncomfortable for pure vegetarians Also KFC needs to alter their prices- Value Pricing strategy of Mc. Donalds Pleasant scents in seating area should be sprayed Music played inside should be more soothing-apart from english music they can even play latest bollywood songs

Seating Arrangements & Other Facility

Seating space should be modified to avoid bottleneck during peak hours. Plastic chairs get scattered easily KFC is not seen as a full-fledged restaurant- Fast food chain Change the image by investing on more elaborate seating Waiting lounge should be introduced Takeaway counters Corporate tie ups for get together