KFC Festive Feast Post Analysis

Top Performers during Holiday promotion:

Costa Rica: SSSG Index vs. PY 141SSTG vs. PY index 150Product Mix: Festive Feast 4.66% , Megas 31.66%Peru:Festive Feast Product Mix: W7 reached up to: 20.7% with a trend of 14% & 15%Megas: 45%Weekly Units: 15,000Panama:SSSG Index vs. PY 112SSTG vs. PY index 107Weekly Units: 3.146Stores Remodeling contributed to the resultsDessert: Rum Cake and cake packaging contributed to good resultsEcuador: Learning BoardJamaica: Learning BoardLearning Board

Share the Magic of the Season Promotion Summary (vs. Prior year)

Share the Magic of the Season “ECUADOR”

WHEN: 6 weeks Peak sales performance December 24th Sales during weekend dinner time

WHAT: Festive Feast/ Mega Navidad• 13pc of Chicken• 2 Large fries• Price: $15.99• Build your own bucket with : Hot wings , Popcorn Chicken, e

Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion

SUMMARY:• SSTG Index: 109• Product Mix: 8.68%• Food and Paper: 43%• Average of units sold per week: 10,000• Sold 15,000 units + in the category

Learnings:• Promotion drove strong top-line sales and transactions vs current trend• Consumer loves the opportunity to build their own bucket• Mix of single items : Avgr sales mix 600 units •with Festive Feast to 3,000 units. • Pechugones: from 200 units to 600 units. Strips: from 150 to 300 50% increase

Share the Magic of the Season “JAMAICA”

WHEN: 4 weeks Sales during weekend dinner time

WHAT: Festive Feast/ Mega Navidad• 9 pieces chicken • 1 Family sized fries, 4 biscuits, 3 corn cobbettes • 1 2L Pepsi • Free Christmas Cake 6 people

Drive ticket average during the Holiday season by meeting our Families and Friends desire to get together and celebrate a special occasion

SUMMARY:• Product Mix: 8.68%• Aggressive price point: “Best Deal” $21.62 was perceived as GREAT DEAL.• Impact Large Pack Layer – People trading up from the 6pc combo more than double the 9pc combo units• Free Christmas driver of sales.• Offering last year was $2,995 or $33.65 so the new price point was warmly received.

Learnings:• The “magic price point” hit the price point that consumers were demanding. • Consumer reaction of “Better value for money”….”KFC finally has a good deal”• In regards to competitive analysis – Jamaica was perceived to have a better offer than competition. • Facebook page was ideal to check for actual consumers feedback• Closest competitor was $23.25• Only positive month in sales for entire 2010.

MARKET Offer # of Pieces Price Point Competitor $Jamaica 9 pcs 21.62$ Island Grill 23.25$ Ecuador 13 pcs 15.99$ Campero 12.87$

Barbados 8 pcs 29.98$ Not competitor NAPeru 8 pcs 17.80$ Norkis 16.46$

Panama 8 pcs 13.99$ Mc Donalds 10.99$ Trinidad 8,10&12pcs 20.00$ BK (Lowest $) 18.80$ Nassau 8 pcs 20.99$ Dominos 24.99$

Costa Rica 8 pcs 20.93$ Mc Donalds 18.94$ Suriname 15pcs 26.60$ Naskip NAGuatemala Big Box 5.50$ Campero (8pcs) 14.42$

Chile 6pcs 20.44$ Pizza Hut 22.48$ Dom Rep 8pcs 17.33$ NADom Rep Big Box

9 pc

s

13 p

cs

8 pc

s

8 pc

s

8,10

&12

pcs

8 pc

s

8 pc

s

15pc

s

6pcs

Jamaica Ecuador Barbados Panama Trinidad Nassau Costa RicaSuriname Chile

51.36% 43% 44% 46.25%25.20%

35.70% 35.40%44.78% 39.00%

Food and Paper Cost %

PRICE POINT

Share the Magic of the Season “Price Point"

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Share the Magic of the Season “POP”

PERU

WORLD HUNGER CAMPAIGNMega Navidad Buena Onda’s

incomes contributed to relievehunger in Perú through

Buena Onda Program from Unicef

JAMAICA

TRIN

IDAD

Share the Magic of the Season “POP”

SURINAMEECUADORNASSAU DOM REP BARBADOS

GUATEMALAPANAMA COSTA RICA

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