Yum Brands is the worlds largest international restaurant company, they own and

operate Kentucky Fried Chicken (KFC), Taco Bell, and Pizza hut. KFC, Taco Bell, and Pizza hut
were originally owned by PepsiCo but in result of a spin-out Tricon Global Restaurants took
control of the companies and created Yum
Brand on October 7
th
, 1997. Yum brand is
based in Louisville, Kentucky and has more
than 39,000 restaurants around the world in
over 125 countries. Yum Brand is not only
expanded but they are also maintaining their
profits and are bringing in more revenue each
year than they plan for. The diagram to your left represents the earnings and revenues from
YUM Brand, Inc. from 2005-2010. Going into 2010 Yum Brand set their goal of
$10,000,000,000 which they exceeded showing a bright future for more global enlargement.
Yum brand is focused on putting their energy into aggressive international expansion
while at the same time building powerful brand recognition globally. Yum just does not focus on
aggressive expansion; they have a lot of concentration on creating a commitment to their
workers, customers, the environment, and the society as a whole. Yum brand is proud of their
positive annual earnings and the consistency of them but is equally just as proud of being able to
create a unique culture that is filled with energy, opportunity, and fun. Yum changed the face of
fast food by creating an opportunity for more diverse fast food other than the usual hamburger
and fries. By creating more diverse options for fast food Yum Brands is able to easily enter new
International markets by altering their menus to the preferences of cultures. Throughout this
Brand
Features
-Fried chicken (KFC)
-Mexican food (Taco Bell)
-Pizza (Pizza Hut)
-Diverse ingredients
-Unique flavors
-Soft drinks
-New experience

Emotional Brand
Benefits
-satisfaction
-courageous
-energized
-happy
-family loves it
-unique

paper I will be discussing on how Yum has become the most powerful/successful global brands
in the restaurant industry. I believe that Yum brands has been able to standardize such things as
their logos, colors, and service will still adapting to the wants of consumers across the world
which is why they have been able to grow such a global brand recognition.
Since Yum brand consists of completely three different types of restaurants they have
many different features, benefits, personalities, users, and symbols. Not only in America but
globally they are adapting to new markets to meet the wants of their new consumers. Each
restaurant offers a new light of ingredients and flavors that are different from the competition
which is why Yum Brands is able to satisfy the wants of consumers across the world. Yum
Brands key associations can be broken down into six
different categories. The first one being their brand
features. Since Yum Brand really consists of three
different entities (KFC, Taco Bell, Pizza Hut) they
have a selection of brand features. The box to your
right covers the different brand features offered by
Yum Brands.
Yum Brands has been able to be so successful not only from their brand futures, their
customers gain functional and emotional benefits from the products which keeps them coming
back across the world. An emotional benefit is any positive feeling
that a prospect gets from buying your product or service. It can be
anything from the desire to feel good to the feel of trying something
new. You might be asking yourself how Yum Brands creates
Functional Brand Benefits
-Quick -Drive thru
-Sit down -Delicious
-diverse
emotional benefits such as courageousness or uniqueness. By Yum brand offering a selection of
diverse foods they give the opportunity for the customer to try something unique that is unlike
the typical hamburger and fries. They create the courage in the customer by giving them the
opportunity to take a risk, trying something new that might create a personal benefit.
The functional benefits that are created from Yum Brand restaurants are that they give the
customer the opportunity to eat something in a quick manner
(getting served fast) with the option to take it to go, sit down to
eat, drive thru, and the most importantly offer the function of
serving delicious diverse food to their customers. The features and benefits offered by Yum
Brands is what keeps their customers coming back and gives Yum Brands an advantage over
their competition to enter new markets easier.
The brand personality, brand users, brand symbols and brand promise are what Yum
Brands strive to focus on to create them more recognizable and unique then their competition.
Although the menus at KFC, Taco Bell, and Pizza hut might change from country to country one
thing that doesnt are their logos. Yum Brand does a great job creating global brand recognition
for each of three of their companies. No matter if you are in Europe, Asia, South America,
Africa, or America just look for one of these three symbols and you can have the opportunity to
say YUM!



By offering a selection of culturally different food Yum Brands has been able to create a
brand personality that consists of diversity, fun, and well cultured which is why they are able to
strive in expanding globally. These aspects are what create Yum brands to be standardized and
easily welcomed into new markets the brand users and brand personality is a little bit harder for
them to standardize globally because different cultures do not only prefer types of foods, but they
differ in how they eat their food or who they eat it with. So the brand users that they focus on in
each segment of the world are kind of different, while on top of that they have three different
types of restaurants that each has different brand users. But overall Yum Brands really focuses
on their main brand users as families. Globally they take more of an approach of marketing
towards families instead of just a certain age group. I think this is a good approach because
everywhere in the world there are families and they can also represent many different age groups
enjoying their food in one single family. All of these features and benefits that are offered from
Yum Brands or taken in from their customers from consuming Yum Brand goods is what builds
up to their overall Brand Promise. I believe that Yum Brands promise can be summed up as
follows serving diverse delicious food to all in a fast manner that all cultures can enjoy
Yum Brands are seen all across America and have been embedded in the American
citizens mind. If you want fast Mexican food you go to Taco Bell, if you want fried chicken you
go to KFC, and if you want inexpensive pizza you go to Pizza Hut. But travel to a different
country and you might be shocked to find out what these companies have done to adapt to the
wants of consumers internationally. Each company has done a fantastic job creating special edits
to their marketing approach, menus, and overall view of their companies from their customers.
The first aspect of Yum Brands that does a fantastic job adapting to different cultural preferences
is KFC. In America KFC is the place to go to get fried chicken and really only fried chicken for a
main dish.
If you make a trip across the world to China though you will find a menu that will make
you take a double take at Colonel Sanders to make sure you are actually at a Kentucky Fried
Chicken restaurant. KFC has adapted their menu to the preferences of the Chinese by creating
menu options such as eggrolls, traditional Chinese dishes, beef stews, breakfast foods, and an
arrangement of Chinese teas. By adapting to the preferences of the Chinese KFC is able to
incorporate the
standardization of their
logo, fried chicken, and
color schema (reds, white,
orange) while still creating
a higher demand in Asia
for their company; KFC
(Yum brands across the world) have standardized their focus of brand users (family) by still
offering family meal deals. One uncontrollable element though that put a huge hurting to KFCs
profits and how it is viewed by customers recently was the bird flu scare in Asia. American
citizens do not have to worry about eating hazardous/dangerous food when they go to KFC but
because of looser regulations in Asia on food it is a serious concern. This bird flu scare created a
24% decline in profits to KFC and overall affected the view of Yum Brands in Asia. KFC still
have two times the amount of stores as McDonalds though showing they are making the right
moves to gain customer satisfaction.
Taco Bell has no problem selling fast inexpensive Mexican food to Americans; they
reach 35 million consumers each week and have more than 5,200 restaurants in the U.S.A. They
have created such an interest from new customers in marketing efforts such as their slogan Live
Mas, fourth meal (late night eating), Mountain Dew Baja Blast (only sold at Taco Bell), and
most importantly their cobranding with Doritos to create the Doritos Locos nacho cheese and
cooler ranch hard shell tacos. International expansion has put them in the place where they are
looking to sell Mexican food to cultures that already predominantly eat Spanish food which has
created quite a predicament. One being that there is a boarder that stops the Mexicans from
coming into America but now we are pushing Americanized Mexican food through that fence
which is looked at by some as offensive. Mexicans have a strong culture and one very key
element to their culture is the food. Every gathering or celebration has some kind of focus on
food. By Yum Brand trying to standardize them by serving Americanized Mexican food in
Mexico is believed to going to be an epic failure. But on the other hand some California wines
are accepted in France and Gyros are a common item in Greece so it is not impossible.
By far the biggest adaptation that Yum Brands has done though is in their Pizza Hut
brand. In America (in my opinion) is looked at as the cheap low quality pizza restaurant. I throw
it in the same bag as Papa Johns and dominoes, all serving lower end pizza. But if you go into
South America you might find yourself eating delicious flatbread pizzas with local ingredients,
or in Asia you might see Pizza Hut as a luxurious
restaurant where you bring your family to. Pizza Hut
in Asia is completely different from Pizza Huts in the
U.S.A., Pizza Huts in Asia are looked at as more sit
down restaurants (picture to your right) where your
bring you family and can enjoy 4 course meals with specialty drinks. Pizza Huts in China are
glamorous restaurants that serve foods such as caviar prawns, steak, beef sticks, fancy alcoholic
beverages, lattes, pastas, and yes of course PIZZA! Yum Brand has done a great job adapting
Pizza Hut to the wants/preferences of the Chinese and found that even if they have to completely
change their menu/dcor it is worth it to meet the needs of booming cultures. But at the same
time still keeping some things standardized such as family meals, pizza, and their logo to create
strong brand recognition.
Yum brands have figured out that by adapting menus to different cultures they can be a
much more successful brand. They have been able to enter high growing population cultures and
find the wants of the consumers fantastically. By adapting to preferences they are able to really
adapt to any market they need. But on the other hand where is the line that you adapt too much
that it is hard to keep production costs low and that is where I believe Yum Brand has been able
to become very successful. By Yum Brands standardizing their logo, color schemes of each
individual restaurant (KFC, Taco Bell, Pizza Hut) and continuing to still serve the same goods in
adaptation to new menu items they have been
able to keep some production costs low. Yum
does a great job standardizing the brand users
to families globally. It is very evident that
each culture that Yum Brands enter plays a
large impact on what kind of restaurant they
want to be in that country and what they want
to serve. Yum brand does a great job on being
a global brand by appreciating the cultural
differences in each market they enter, not only just appreciating them but understanding them,
where they came from, and finding the deeper knowledge through absorbing the culture in and
adapting to whatever wants the customers have.
In conclusion Yum Brand has done an Amazing job adapting not only to customer
preferences but to the preferences of different countries government regulations and geographies.
Yum Brands have adapted their restaurants to meet each countries needs they are located in
while still standardizing their logo, color schemes, and brand users to make Yum Brand the
largest fast food restaurant company in terms of system units with more than 39,000 restaurants
in 125 countries. Without the focus on really appreciating and understanding the diverse cultures
of the different markets they have entered Yum Brands would have never been able to expand
like they have so far. There is only room for more expanding and new markets such as India that
I am sure in the next couple of years we will hear on the rapid growth. So remember no matter
what country you are in, look for a Yum Brand to check out to see how they have adapted to the
culture.






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Yums dynasty model always has
started off with a focus on the people,
Yum believes that our customers
experience will never exceed that of our team members (yum.com). Yum understands that the
root of everything in business starts with the person, whether it be the customer or employees;
Yum believes that people dont just play a role in their success, but people are the reason for
their success. Yum brand goes further than just the employees and customers though, they have a
huge focus on creating a socially responsible corporation. Yum brand invests a large amount of
money, time, and effort in many different areas of becoming a socially responsible corporation.
Yum brand created a bettering community program in which they teamed up with the End World
Hunger Relief to give back to their communities and encourage global volunteerism. Yum has
made it their goal to be a green and responsible company because they actually care about the
environment and want to leave it in the best condition possible for the future generations. Yum
brand also makes sure that they are a great place to work for, they believe in the people and want
to make sure that all their employees are treated equally and everyone is recognized for their
contributions to the overall efforts if the company. I believe Yum Brands is a global company
that does not only focus on aggressive international expansion of serving delicious diverse foods
across the world, but has a humongous focus on bettering the global environment, creating good
job opportunities, ending world hunger, and overall making every communities they are involved
in a better place.






We at Yum! Brands are pleased to bring you our first Corporate Responsibility (CR) Report.
At Yum! CR is our commitment to people, the environment, and society as a whole. Based in
Louisville, Kentucky, Yum!
Brands, Inc. is the worlds largest restaurant company, with nearly 36,000 restaurants in more
than 110 countries and territories.
Were proud of our consistent record of success: 15 percent Earnings Per Share (EPS) growth
last year, the sixth consecutive year in
which we exceeded our annual EPS target of at least 10 percent growth; three percent same-
store-sales growth worldwide; record
cash from operations of over $1.5 billion; and nearly $1.7 billion returned to our shareholders,
an all-time high for us.
Were equally proud of the unique culture weve built, one thats filled with energy,
opportunity, and fun. We believe in our
people, trust in their positive intentions, encourage ideas from everyone, and have actively
developed a workforce that is diverse
in style and background. Yum! is a place where anyone can, and does, make a difference.
Our commitment to our associates goes beyond just growing their professional skills. For many
of our team members, working
in one of our restaurants is often their first job. So we strive to develop their life skills
foundational abilities such as teamwork,
responsibility, problem solving, positive energy, and a relentless drive to serve and satisfy
customers so they can grow to their
full capability, be successful in whatever they do, and achieve their dreams.
This commitment to people extends to the communities we serve across the world. CR is central
to our ability to succeed in
the marketplace and to be positive, responsible corporate citizens. Because were the largest
restaurant company in the world
and were passionate about helping people better themselves and their communi