Yum Brands - Research Paper Example

Introduction YUM brands incorporate the worlds largest and the most popular restaurants in the world with over 37,000 stores spread over more than 110 countries of the world. A brand which originated with a PepsiCo spinoff initiated on Oct 6, 1997, YUM controls and oversees the worldwide operations of KFC, Pizza Hut, Taco Bell, Long John Silver’s and A&W All-American Food Restaurants. The restaurants that YUM operates are known as “concept restaurants”, each of these concepts having special proprietary menu items and unique recipes which enable them to cater to a special sect or market which finds these concepts appealing and to their tastes. These traditional restaurants feature dine-in, take-away and in a lot of cases drive-thru and delivery services to its customers, portraying the restaurants as casual, easily accessible places serving excellent affordable food. Being the world’s largest food-chain, with 47% of its 37,000 stores located internationally (outside of USA), YUM consists of six operating segments: KFC-U.S., Pizza Hut-U.S., Taco Bell-U.S., LJS/A&W-U.S., YUM Restaurants International (“YRI” or “International Division”) and YUM Restaurants China (“China Division”). The following report presents an analysis of YUM’s international operations and takes a closer look at why the brand is so successful in the international market. An Analysis of YUM’s International Environment In the year 2009, when most multinationals in the world were bracing themselves for another tough year in the global economic trade market, YUM brands were set to open another 1,400 new restaurants in the international market, 500 of these restaurants being in China ( Read More