|It took the bold business style of KFC
founder Colonel Harland Sanders to pioneer the fast food franchising industry at an age
when most people retire. Nearly a half-century later, that same bold spirit continues to
drive the KFC system today.
KFC declared 1998 the
Year of the Customer. By focusing our efforts on initiatives to enhance our
customers experience, KFC registered record sales and profits, with system sales up
nearly 5 percent over last year. Same store sales grew over 3 percent in 1998 in a
QSR segment that was essentially flat.
Much of that sales excitement came from delicious new
products. New Extra Crispy Chicken proved that customers still love their chicken
on-the-bone. But it was new Popcorn Chicken that provided the most customer
excitement in 1998. KFC company restaurants and franchisees alike set new records for
A major factor in this sales surge was the bold, new
animated Colonel advertising campaign that debuted in early September. Voiced by actor
Randy Quaid, the animated Colonel will continue to set the stage for future promotions.
The ads not only capture the Colonels unmistakable look but also bring forth his
distinctly high-spirited personality. The animated Colonel certainly broke through.
In the 30 days following the Popcorn Chicken ad premiere, consumer tracking surveys showed
KFC advertising awareness up 45 percent. Same store sales grew a record 12 percent that
In 1998, customers enjoyed their chicken meals and snacks at many more new
image KFC restaurants. Franchisees and company operators built or remodeled more
than 325 restaurants this year the most single year activity in restaurant
development for KFC in many years.