During a Gala Indian Banquet, I went to a stall selling products from Yum Brands. When I got close to the stage, a fellow was preparing to serve hors oeuvres. He explained that they sell only “quality” food and didn’t want anything he or his wife’s child might eat.
“We don’t serve food here,” he said. “We just serve great food.” I nodded, nodded in agreement.
“But we serve only the best. If you don’t like what we have, just let us know.”
This salesperson didn’t care about Yum Foods brand, but he cared about his product. He was willing to lose a sale if it would get him a higher order. There was nothing wrong with that, but it showed that it was his choice to make.
And then I thought of the last time I was at an airport bar eating some of Yum Foods’ very delicious chicken parmesan. The service was prompt, the food cooked just right, and the price was right. I certainly didn’t need to be stressed about losing money.
So I did some additional research and found that Yum Brands (Yum) is one of the largest fast food chains in the United States. It has grown from four restaurants to over 60 today. It also has a high customer satisfaction rating.
I also found that in addition to being the number one chicken chain in the world, it has developed and launched its own brand of chicken. Called ‘Chicken Licken’, it has expanded quickly throughout the United States.
The primary focus of Yum Brands has been developing healthier menu options for their customers. The company believes that obesity-related diseases such as diabetes are directly related to food choices.
Yum Foods makes chicken breast, lean beef, turkey, grilled chicken, baked chicken, and pasta. They also offer beer, juices, breads, biscuits, desserts, cold cuts, and many more. All of these products are also grown using organic techniques.
The case study analysis was an attempt to explain how Yum brands can promote their business in a way that resonates with consumers. The way it did this was by looking at how their business plan fits into the whole picture of changing consumer behaviors. It seems that they are at the forefront of a new trend.
We now see a lot of focus on the lifestyle of the average consumer as well as technology. And all of this is creating opportunities for companies like Yum Foods. If you are interested in learning more about this trend and how it may impact your company, you can find the HBR Case Study Analysis online.