Company Background

Name KFC (Kentucky Fried Chicken)

Logo

Industries served Restaurants, Fast Food

Geographic areas
Worldwide
served

Headquarters U.S.

Current CEO Roger Eaton

Revenue $ 9.5 billion (2012)

Profit N/A

Employees N/A

Parent Yum! Brands

McDonalds Corporation, Burger King Worldwide Inc., Subway,

Main Competitors
Wendys Company and many other companies.

KFC is a fast food restaurant chain, which specializes in fried chicken. It is the world's
largest fried chicken chain with over 17,000 outlets in 105 countries and territories as of
December 2011.

Mission

KFC mission statement 2013

To sell food in a fast, friendly environment that appeals to pride conscious,

health minded consumers

Evaluation
 Does it include...?

Customers Products/ Services Markets

No Yes No

Technology Concern for survival Philosophy

No No Yes

Self-concept Concern for public image Employees

No No No

Does it mention values like...? Customer or product-

 oriented?

Citizenship Teamwork Product-oriented

No No Score

Excellence Integrity

No No 0.7/4.5

Overview
KFCs mission has received one of the lowest scores in all of our evaluations so far. The
statement is clearly too short and lacks 7 out of 9 essential components: customers,
markets, technology, concern for survival, self-concept, concern for employees and
public image. The statement only reveals one value friendly environment, but doesnt
mention any of the 4 values used by the worlds best performing companies. Their
mission is product-oriented, which is a drawback for any mission compared to
customer-oriented statement. Product-oriented missions tend to focus on certain
products and services rather than on satisfying customers needs or solving their
problems. They offer less flexibility for the company to expand into other product
markets. In overall, KFC does a poor job in utilizing their mission as a communication
tool to present important business information to companys stakeholders.