Wednesday, September 8, 2010

Can Yum sell food in the USA?

Lagging within each niche that they compete in the US; is it time to ask if Yum brands can sell ready-to-eat and ready-to-heat food in the US? Bloated with PhD’s and MBA’s from top tier schools competent at crunching the numbers or process they seem to be falling short. If all they had to do was open stores in Asia their stock would reach new heights. They need to sell food here and edify their franchise community.

Creating or identifying distinctive differentiated food consumables as an entity with identity by day part in an area they have had some success. However they have dropped the ball when it comes time to branding those items while edifying the each chains respective brand. Understanding the unique balance between palate, price, pleasure and the consumer’s drive for qualitative distinctive differentiated new food consumables is an art that drives top line growth. Top line growth in the US is what Yum and it’s franchisee’s need.

The food value proposition equilibrium for the consumer today balances; better for you, flavor, and traditional products all blended into something with a twist. In industry speak, differentiated does not mean different to the consumer it means familiar. What’s more accepted and familiar than fried chicken?

Success leaves clues; transformational times require focus and experience with a qualitative edge. Do those PhD’s and MBA’s have a balance of IQ & EQ? If success does leave clues, then following Yum’s path may not be one of them.

Since 1991 Foodservice Solutions of Tacoma, WA has been the global leader in consulting within the Grocerant niche for more on Steven A. Johnson and Foodservice Solutions on AOL search Grocerant, at ASK.COM search grocerant or visit or on Facebook at Steven Johnson or BING / GOOGLE: Steven Johnson Grocerants

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