The 8th Corporate Partner firm announced for the 2008 Summer Business Institute at Vanderbilt's Owen Graduate School of Management is Yum! Brands. We're delighted to have this outstanding company a part of Accelerator 2008.
Yum will challenge Accelerator participants to focus on the KFC Brand – to think about how to broaden its market appeal to younger consumers. This may require changes in how KFC engages the consumer in its communications, service, menu, the in-store experience, and how the restaurants look, feel, and function. Key to addressing this strategy is transforming KFC into a brand that is relevant to the Millennia / Generation Y demographic segment without alienating KFC’s traditional customers.
About Yum:
Yum will challenge Accelerator participants to focus on the KFC Brand – to think about how to broaden its market appeal to younger consumers. This may require changes in how KFC engages the consumer in its communications, service, menu, the in-store experience, and how the restaurants look, feel, and function. Key to addressing this strategy is transforming KFC into a brand that is relevant to the Millennia / Generation Y demographic segment without alienating KFC’s traditional customers.
About Yum:
Yum! Brands, Inc., based in Louisville, Ky., is the world's largest restaurant company in terms of system restaurants with more than 35,000 restaurants in more than 110 countries and territories. Four of our restaurant brands - KFC, Long John Silver's, Pizza Hut and Taco Bell - are the global leaders of their categories – chicken, quick-service seafood, pizza, and Mexican-style. A&W Restaurants is the longest running quick-service franchise chain in America. In 2007, Yum! Brands generated more than $10 billion in total 2007 revenues, including company sales and franchise fees.
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