Multibranding at Yum! Brands Inc.: Thinking Outside the Bun
Enz, Cathy A.
[Excerpt] Multiple branding is likely to be a part of the future for all of the major players as they rethink their strategies. While McDonald’s strategy has been to develop its brands separately, the company could capitalize on cobranding in the future. In contrast, Yum! Brands Inc. is betting on a multibranding strategy, in which the firm puts more than one of its brands into the same store in the hope of raising sales and leveraging operating efficiency. This Fortune 300 company, based in Louisville, Kentucky, is able to execute a multibranding strategy easily because it operates five well-known brands: A&W All-American Food, Kentucky Fried Chicken (KFC), Long John Silver’s, Pizza Hut, and Taco Bell. Sales for the global system totaled $24.2 billion in 2002, up from $22.3 billion in 2001.
Yum! Brands; quick-service restaurants; cobranding
Required Publisher Statement: © John Wiley & Sons. Final version published as: Enz, Cathy A. (2005). Multibranding at Yum! Brands Inc.: Thinking outside the bun. In J. S. Harrison & C. A. Enz (Eds.), Hospitality strategic management: Concepts and cases (pp. 469-482). New York: N.Y. John Wiley & Sons, Inc.Reprinted with permission. All rights reserved.