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 http://www.linkedin.com/in/grocerant or on Facebook at Steven Johnson or BING / GOOGLE: Steven Johnson Grocerants