Your task is to:
Quantify the increasing consumer preference for balanced / health-conscious products (market research / benchmark)
Advise on how you would transition the menu towards more balanced / health-conscious items to meet the above demand
How would KFC enact this transition while critically remaining cost-accessible to our large and wide consumer base?
Highlight how this transition would impact the KFC brand and consumers’ perception
Reference Questions to Consider
In any F&B (Food & Beverage) business, core products are critical to the brand. Changes, if any are rare, and are meant to enhance quality, appearance or taste, but are never a drastic departure from their iconic form.
Today, KFC has three primary core COB (Chicken on Bone) products:
In addition to the above COB offerings, the below are also core to KFC:
Like any menu strategy, KFC’s is highly selective – it has to pick and choose. With operational limitations, it is not always feasible to add a wide variety of new items to the menu without delisting existing items. Trade-offs need to be considered to maximize customer preference, demand, sales revenue and margin.
A 5 to 10 slide presentation of their Submission produced in PDF format (for first round):
Basic judging criteria:
*5-10 Teams from each Sponsor’s track with the highest score at the end of this round will proceed to the next round.
Selected finalists will be invited to an interactive half-day experience with Jardine Restaurant Group on December 22.
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Trip to Taiwan or Vietnam that provides an opportunity to learn about Jardine Restaurant Group’s business overseas
+
Interview invitation for potential
placement/internship
+
HKGCC Student Associate Membership (1 year)
HKD20,000 cash prize
+
Interview invitation for potential
placement/internship
+
HKGCC Student Associate Membership (1 year)
HKD10,000 cash prize
+
Interview invitation for potential
placement/internship
+
HKGCC Student Associate Membership (1 year)
Jardine Restaurant Group (JRG) was first established to bring the internationally loved Pizza Hut brand to Asia. Expansion followed with the pizza spin-off PHD and the iconic KFC brand. Our passion, agility and innovation have helped us successfully broaden our portfolio and geographical footprint.
Headquartered in Hong Kong and a member of the Jardine Matheson Group, JRG is one of Asia’s leading restaurant groups today, operating over 1,000 outlets and employing more than 25,000 employees in Hong Kong, Macao, Myanmar, Taiwan and Vietnam. We are proud of where we are and are excited about our new opportunities ahead.
KFC is a global chicken restaurant brand with a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin’ good recipe more than 75 years ago—a list of 11 secret herbs and spices scratched out on the back of his kitchen door.
Today, KFC still follows his formula for success, with real cooks breading and freshly preparing delicious chicken by hand in more than 27,000 restaurants in over 145 countries and territories around the world.
