INTRODUCTION

Kentucky Fried Chicken (translatable into Spanish as Kentucky Fried Chicken),

better known by its acronym ‘KFC’, is a franchise of fast food restaurants specialized in

fried chicken, which belongs to the Yum! Brands. It has more than 18,000 restaurants in

120 countries.

KFC began in the state of Kentucky, USA, in the 1930s. Harland Sanders, when he

was 65 years old, took advantage of his ingenuity and entrepreneurial spirit and created

the famous "Secret Recipe" which consists of 11 secret herbs and spices, to prepare the

fried chicken, which was renamed "Original Recipe". In Corbin, Kentucky, Sanders

opened his first restaurant, offering plates of food based on his exquisite chicken.

Before long, his fame grew, opening more restaurants across the state and then

nationwide.

Based on this recipe and thanks to the franchise format, his business was very

successful, becoming the most famous chicken chain in the world. Years later, the state

of Kentucky gave the title of "Colonel" to H. Sanders in gratitude for the dissemination

that his company gives the State.

In the 1980s, KFC was acquired by PEPSI Co. International, completing, together

with Pizza Hut and Taco Bell, the largest restaurant company in the world. Today, this

company is called Yum! Restaurants International, where only KFC has more than

18,000 restaurants in the world, being present on 5 continents and serving more than 1

billion meals every year.

“KFC”
1. HISTORY

It all started with a fried chicken prepared by Harland Sanders, who was born in

Henryville Indiana in 1890. From a young age he learned to fight for life, to have the

responsibility to take care of his younger siblings. When his mother passed away and he

had to work to support her family. Sanders achieved mastery of the culinary art, after

having tried various professions he discovered his true vocation.

In 1930 with 40 years of age, he invented the original recipe in a small pressure

fryer. The customers ate in Sanders' own dining room, and a little time his food became

an attraction. This event led to expanding the business where it happened to serve about

100 people daily at the Corbin - Kentucky USA restaurant dedicating exclusively to the

preparation of the chicken. Sanders refined the secret recipe over the next several years

with the mixture of 11 herbs, which stays until today in the kitchens of KFC.

With an idea in his head and talent in his hands, Sanders toured the restaurants of the

USA offering franchises for the commercialization of his fried chicken. His idea was

simple and honest, he did the demonstration to the officials and owners of the restaurant

for which his recipe was approved, 5 cents of dollar for every chicken was sold and it

was for him.

In 1964, he had already more than 600 franchises in the USA and Canada. In 1980,

Colonel Sanders died at the age of 90.

Our mission is satisfy the needs of the food sector through the elaboration and

commercialization of products and services of the highest quality, which are adjusted to

the needs of our clients , generating economy, development and growth for the product

sector, for employees and shareholders.

3. VISION

Be the leading company in the commercialization, distribution of products, the

conservation and processing of these, which offers products and services with the

highest quality that generates added value to the client and become alternatives for the

economic, social and cultural development of clients , employees and shareholders.

4. SOCIAL RESPONSABILITY

WHAT IS THE CARITAS FELICES PROJECT?

Few know that the most important companies in the world allocate part of their

profits to support projects for the benefit of the community.

In 1996, the Instrumental Enrichment Program (PEI), an educational system created

in the 50's by Professor Reuven Feuerstein, it was presented to our group of companies.

The method consists of a cognitive education program to raise the learning potential of

people who live in very special challenging situations that live in environments where

high levels of adaptation are required.

The project was approved the following year, under the name of Caritas Felices,

starting its activities in the Sacred Heart of Jesus Parish in Pamplona Alta, in San Juan

de Miraflores.
 5. PRODUCTS OFFERED BY KFC

KFC specializes in fried chicken, crispy pieces of chicken

that are prepared through a frying process.

Normally several units are sold in boxes or cubes, and in

addition to the original traditional chicken there are other

variants such as extra crispy and grilled chicken. Along with

fried chicken, there are other variants such as chicken pieces,

sandwiches, hamburgers, burritos, fingers, popcorn, strips, hot wings, original

sandwiches, and other delicious products.

6. SECRET RECIPE

Eleven different spices and flavors are known to

be used mixed with the flour, but all the seasonings

used are unknown. There is a sheet with the

original recipe signed by Sanders himself that was

kept in a safe at the KFC headquarters in

Louisville. Only two company executives have access to it, and their names have not

been released for security reasons.

7. MARKETING STRATEGY
 Kentucky Fried Chicken or KFC is a fast food restaurant franchise that specializes in

fried chicken. It has more than 18,000 restaurants in 120 countries and according to

Forbes, it is the second largest fast food company, after McDonald's.

KFC is characterized by the quality of its products and by constant innovation in

them, but without risking much. Today we are going to teach you 4 very important keys

to company marketing that you have used for many years.

Franchises are vital: franchisees are very important in KFC marketing. In many

countries, all KFC restaurants are owned by small investors who are betting on selling

fried chicken. But not everyone can have a franchise, since investors who have

experience in the hospitality sector, who are capable of managing several units, are

selected.

They don't change their efficient method: the company has not changed the

method of preparing the chicken. And the story goes that Sanders one day attended a

demonstration of a device they called a "pressure cooker." From there he was fascinated

with the technique and bought one to improve the flavor of the chicken. Today, the

technique remains the same, although it is not something that we know exactly.

The recipe is the star: The Kentucky chicken recipe remains one of the best kept

secrets in the business world. We'll tell you that no one can match the taste of KFC's

fried chicken.

The brand determines the

triumph: The success was so

enormous that the Governor of

Kentucky awarded Sanders the

honorary title of "Kentucky Colonel"

southern outfit consisting of a white suit with a black bow tie and walking stick.

Today, KFC franchises continue to innovate their strategy to reach more customers:

 The premises are located in entertainment venues, high traffic business centers.

 The opening of new stores in areas of significant commercial flow (in order to

increase their presence)

 The shops have a modern decoration, which are equipped with television

monitors.

 Advertising investment: television claims, radio broadcasting, advertising panels

(purpose of encouraging consumers to use our service more regularly and to

increase the occasion of its use)