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Wichita KFC Co-op Conference Call

Wichita KFC Co-op Conference Call. March 8 th , 2011 2pm Central Call in #: 1-888-296-6500 Call in code: 998943. WEATHER. Removed Garden City sales from RMC. January Weather - Wichita. February/March Weather - Wichita. FEBRUARY. MARCH. Wichita Flowchart. Wichita Budget. KFC Creative.

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Wichita KFC Co-op Conference Call

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  1. Wichita KFC Co-op Conference Call March 8th, 2011 2pm Central Call in #: 1-888-296-6500 Call in code: 998943

  2. WEATHER

  3. Removed Garden City sales from RMC

  4. January Weather - Wichita

  5. February/March Weather - Wichita FEBRUARY MARCH

  6. Wichita Flowchart

  7. Wichita Budget

  8. KFC Creative Creative FPO, pending KFC brand/legal approval. KFC to feature 4 coupons each side with food shots included.

  9. Recommended KFC Offers • High-end Offers 2 Coupons • Price: • $14 • Price: • $20 • Price: • $20 • Price: $17 White & Dark Pieces 1 C1 • F&P: 38.8% • F&P: 34.49% • F&P: 33.19% • F&P: 33.82% F&P: Chicken $1.07 Dark $.74 Mix: OR 50% EC 30%/ GC 20% Limit 2 per coupon on all the high end offers. 12 pc feast will be a double offer

  10. Recommended KFC Offers • Low-end Offers • Price: $5/$6 • Price: • $2 • Price: • $9 Meal Meal Deal • F&P: 28.5/28.7% • F&P: 47.7% • F&P: 30.86% Limit 4 per coupon on low end F&P: Chicken $1.07 Dark $.74 Mix: OR 50% EC 30%/ GC 20%

  11. Recommendation Add 100 TRPs/wk for 4 wks • 3/21 – 4/17 Rationale • Low End of Business Needs To Improve • Low End is Majority of $s of KFC • Low End is declining faster than HE in many KFCs

  12. Wichita Chicken PRA Sales

  13. Wichita Market Sales

  14. Wichita QSR Market Share

  15. Wichita QSR Market Share

  16. Wichita QSR Market Salesby Category

  17. Wichita Key Points • Slow 5-years for QSR with the exception of the Sub/Sandwich category • Burger category growing by double-digits in many markets across U.S.; however, just 6% growth in Wichita • Chicken and Mexican categories are experiencing negative growth • Subway sales have grown steadily

  18. Wichita Key Points • Pizza category is negative too outside of Little Caesar's, who have seen year-over-year sales increases. • Success Stories: • McDonald’s • Subway • Little Caesar’s • Chick Fil A

  19. QSR Total Market Sales Growth

  20. QSR Total Market Sales Growth

  21. KFC’s 5 Buck Meals Competitive Set * Based on random sampling in Wichita

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