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Markets Participation

Markets Participation. *TBC. KFC CaribLA 2010. Local Adaptations. Peru. Panama. Local Merchandising Ideas. Packaging. Pins. Caps. Best Performers. ~85%. ~35%. ~50 %. 15%. Proposed itwist builds for 2011 Yellow, Red + Orange. Recommended Options

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Markets Participation

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  1. Markets Participation *TBC

  2. KFC CaribLA 2010

  3. Local Adaptations Peru Panama

  4. Local Merchandising Ideas Packaging Pins Caps

  5. BestPerformers ~85% ~35% ~50% 15%

  6. Proposed itwist builds for 2011 Yellow, Red + Orange Recommended Options based on Louisville Feedback New New Color Orange New Builds for Yellow and Red

  7. Toasted and Sandwiches Market’s Learning Boards Panama, Costa Rica, Peru Diana, Carolina, Jose Carlos

  8. Building the Toasted Platform Panama Diana

  9. Top Initiatives: Itwist Panama What? What Happened? • Sustained Sales Mix: 4% • A la carte: 0.15% • Combo: 2% • Big Box: 2% • Transactions Mix: 8% • 57% of Combos were sold with the 2ndItwist • Sales- • Cheddar: 57% • Buffalo: 25% • Ranch: 18% • SSS 105 and SST 102 • Food & Paper- • Buffalo: 39% • Ranch: 39% • Cheddar: 33% • Itwist- 3 flavors launched in in the 25 stores. • Buffalo-Tomato Tortilla, Buffalo sauce (ranch & hot sauce), lettuce, cheese. • Cheddar- Cheddar Tortilla, Cheddar Cheese Sauce, Pico de gallo, lettuce. • Ranch- Spinach Tortilla, Ranch dressing, lettuce, and cheese. • Price: $1.79 • Combo- $3.19 included 1 Itwist • + $1 add 2nd Itwist When? • April 14- May 24th 2010 Why? • We thought this could be a good product for our young adult target due to its innovation, price, and portability.

  10. Top Initiatives: Itwist Panama Media What did you learn? • Cheddar is the favorite flavor (57%). • Ranch dressing is too common and the spinach tortilla is not attractive. • Price is an important factor. Should have a low price (value). • Important to let consumers know it has 1 strip. • Option of grilled or fried chicken. • Be less descriptive and more creative with the names of the tortillas/sauces, not just ranch, buffalo, and cheddar. • TV spots- 20ss and 10ss • Budget- $65,000 • Prime time (movies, news, national shows) • TRPS: 2,875 • Radio spot- 20ss • Radio stations and programs targeting young adults. • POP, Digital Billboards, massive emails.

  11. Top Initiatives: Itwist Panama Danglers Drive-thru, Banners Counter tops Digital Menu

  12. Top Initiatives: Itwist Panama Menu board Window Clings Flyers

  13. Toasted Twister • Launched in 2006. • Ingredients: 2 crispy strips, pepper-mayo sauce, lettuce, tomato, and shredded cheddar cheese. • Consumers: AB-C+, men & women who are concerned about eating healthy. • Sales per week:$41,600 ($1,600 per store) • Units per week per store: 430 • Mix of sales: 5% • Wasn’t affected by Itwist • Without advertising • In Combo: 94% of sales • Cost of food: 40%

  14. Toasted Twister

  15. Building the Toasted Platform Peru Jose Carlos

  16. What? 360° OurCommunicationPlanningconsiders 360° Media Plan April 16, 2010

  17. Product Range

  18. Pricing +40% -30% $1.40 Price Point ValuePlatform IndulgentPlatform $ 1.00 $ 2.00

  19. Pricing Itwist Combo $ 1.40 $ 3.50 $ 1.80 o $ 3.90

  20. Pricing New Combos $ 4.80 x2 French Fries Regular Soda $ 5.80 x3 French Fries Regular Soda

  21. Investment Media 125,320 TV (US$) 700 trps 59,500 Cable 8,000 Outdoors (35 x 30 días) 35,520 Radio 7,300 Internet 15,000 Production 5,000 Copy 5,000 POP Material 17,513 Merchandising 2,500 Banners, Standees 8,597 Backlights 816 Flyers 5,600 TOTAL 130,320 Media Investment

  22. Outdoors Billboard

  23. Counter Backlight CounterCard

  24. In Front Standee WindowSticker Vinil

  25. In Store Table Tent Mats

  26. Flyer Flyer

  27. Team Members Pin Cap

  28. Packaging

  29. Advergaming- Facebook

  30. Internet Game - Facebook Google Adsense: La red de contenidos con más sitios afiliados en el mercado. Google: Principal buscador de la red MEDIA MIX MSN: Incluye hotmail y Messenger Facebook: Principal red social en el mundo Result: 23,753 customers participated in our application in Facebook.

  31. SALES Abril Mayo Junio 2Q SSS 2010 6.8% 4.6% 6.3% 5.8% 2009 8.1% 10.6% 8.3% 9.1% TXS Abril Mayo Junio 2Q SST 2010 2.9% 1.3% 2.6% 2.2% 2009 10.7% 9.9% 7.0% 9.2% What happened? SALES

  32. Itwist 2010 Units 211,135 % Sale 5.3% % TXS 12.5% TKP 2.32 What happened? 32% 53% 15%

  33. What happened? COMBOS TA on meals 13% higher than that of a regular campaign.

  34. Repurchase Intent Would buy I-TWIST again in next visit to KFC? Reason why: Base: Total 277 entrevistados que tienen intención de volver a comprar I-TWIST

  35. What did you learn? Product test to determine customer´s flavor preference. High participation is critical to cope with high production run needs and market variations.

  36. THANK YOU

  37. Building the Sandwiches Platform Costa Rica Daniel

  38. SandwichesRelaunch June 2008 • Colonel`s Secret Collection, new chicken • sandwiches, bigger and juicier • Coronel Deluxe • Santa Fe Crispy • Club Crispy • Grill Ranch • Promo performance: • 9,74 % of total sales • 129 units per store per day • Pros: • New product news • More competitive against McD’s Premium • sandwiches • Better ingredients: bread, mozzarella cheese, • red onions, real bacon strips, grill chicken • Cons: • No price point • Clients didn’t gave us credit after promotion. • Onions weren’t an ingredient customers wanted • so it became a constant waste, so eventually • we had to eliminate it.

  39. Sandwiches Jan 2009 • Dipped Fillet Chicken Sandwiches • Crispy Buffalo 40% • Crispy BBQ 60% • Promo performance: • 3% of total sales • 48 units per store per day • Cons: • Wasn’t the correct timing to launch, country • was starting to feel the crisis impact. • Then it didn’t performed as expected • Pros: • New product news • Taste was great • Added variety to sandwich platform

  40. Double Down Nov 2009 • Kentucky Doubles, we reinvented the sandwich! • With Bread 60% • Without Bread 40% • Promo performance: • 5,29% of total sales • 50 units per store per day • Actual performance: • 1,61% of total sales • 9 units per store per day • Pros: • New and original indulgent product • Increased the check average • Added variety to sandwich platform • We used existing SKUs at the store • Very simple to perform by Operations • Cons: • Country was still going through the crisis • Is an expensive product

  41. Actual SandwichPanels SANDWICHES: 12% P. MiX

  42. Whatwe’velearned so far Don’twaste time and moneyusingingredientsthatconsumerswon’tgiveyoucreditfor; besureyou’reofferingwhattheyreallycrave. Have a valuesandwichbesidesthe “premium” sandwiches. Havevarietytosatisfydifferent taste preferencesthatyou’llgetcreditfor and thatOps can handle.

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