YUM Brands is looking at significant makeovers of its mature fast- food outlets. One option it is considering is restructuring KFC, using what the company calls a "non-fried chicken platform"sometime next year.
KFC has experimented with non-fried fare before, with mixed results. Its core business remains fried chicken on the bone. But disappointing U.S. sales last year "underscored the need for dramatic change,"Yum Chief Executive David Novak told investors Tuesday.
Yum's turnaround domestic strategy is five-fold: Provide more balanced menu options, make its restaurants destinations throughout the day, offer multiple meats, beverages and "product layers,"push everyday value menus, and improve the look and feel of restaurants and other brand assets.
"These initiatives will take shape over the course of 2008 and begin to yield meaningful results in 2009,"the CEO promised.
