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Article Excerpt
LOUISVILLE, KY. -- Yum! Brands Inc., with fourth-quarter earnings driven up 5 percent by strong sales at its Taco Bell chain and overseas KFC and Pizza Hut branches, is looking to reverse downward trends at domestic units of those two chains through menu innovation, speedier service and new advertising.
Yum also is giving its three core chains meatier marketing budgets this year. Company officials said segment leader Pizza Hut would be given a 4-percent budgetary boost, to $300 million -$100 million more than top rival Domino's.
KFC and Taco Bell, meanwhile, will receive 3-percent increases in their annual marketing war chests, to $200 million each, Yum said.
Advertising at the troubled KFC chain, which posted a 6-percent dip in January same-store sales, will focus on "differentiating the brand" through family meals in buckets, individual plated meals and snack items, Yum said. The chain will retain its "There's fast food. Then there's KFC" tag line and later in the year will introduce a line of non-fried menu items, Yum officials indicated. They said KFC also intends to push late-night sales.
Meanwhile,...
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