KFC

          Kentucky Fried Chicken or often called KFC is one of the biggest and well known fast food restaurants in the world. The company was founded by colonel Sanders as Kentucky Fried Chicken, now they adopted the abbreviation name, KFC. They currently have more than 11,000 restaurants spread in more than 80 countries in the world. An enormous number of eight million customers per day are served by the company. In Indonesia they have more than 300 restaurants themselves. They are managed by PT FASTFOOD INDONESIA TBK as the right holder of KFC brand. It is one of the most popular fast food restaurants in Indonesia. I myself will prefer KFC than any other fast food restaurants in fried chicken field that they have the taste and the size of the chicken is much bigger than any other restaurants.

           Now, have you ever wonder that in every country you visit, KFC branches there have a similar menu but different enough to differentiate from your home country. I have ever once eaten at their restaurants in Thailand, and I really regret it. Its taste is a little spicy but sour, typical Thailand’s food. It really did not taste nice to my tongue and I simply will not touch that food ever again. They are implementing what we call a marketing strategy to improve their brand in one country. KFC learn the traditions and local culture of the people where the branches are located, for example KFC Indonesia has the menu of rice and fried chicken where people from USA may confuse of, that in their home country KFC will serve you fried chicken with French fries or soup but here, They give us rice as our culture in Indonesia is to eat with rice.

           KFC Indonesia also gives choices of fried chicken you want to choose, spicy or not. They learn that Indonesian’s people love spicy food and they try to combine it with their menu and they are successful now in stealing the hearts many Indonesian people for fried chicken fast food. They really do the ancient idiom of “when in Rome, do as the Roman do” and steal the heart of the local people. I personally think KFC in Indonesia is the one that suits my tongue the most than any other country. A good marketing strategy application contributed most of his success, I believe.



Source

http://www.kfcindonesia.com/index.php?option=com_frontpage&Itemid=1
Chandra, H.(2008). Marketing untuk Orang Awam®. Palembang, Indonesia :Maxicom.
http://www.kfc.com/about/
http://en.wikipedia.org/wiki/Kentucky_Fried_Chicken
http://profiles.friendster.com/62383229

PS: They have friendster account! I'm really surprised! It contains the history of KFC company in Indonesia