Basic HTML Version
45
ANNUAL REPORT 2011
KFC is known for the delicious and unique
flavour of its various combinations. The chicken
processed by KFC is produced in Portugal by
Portuguese suppliers and delivered fresh to our
units. It is then carefully marinated, breaded
and immediately cooked and served in whole
pieces to ensure the best taste and quality.
Per the brand’s expansion plan we opened the
first KFC in Sintra at the Fórum Sintra shopping
centre. In line with positive evolution in previous
years, and despite the very adverse economic
situation, KFC grew by 0.7% in 2011 to finish
the financial year with 18 units, 206 employees
and net sales of close to 9,7 million euros.
In our attempt to bring the best of KFC to
Portugal, we continued the process of changing
to the Taste the Difference brand positioning,
which aims to revolutionize KFC by ensuring a
more energetic approach to customer relations
via the product and spaces. It also involves a
different approach to coordination with the local
community and customers.
After two years of far-reaching changes to most
restaurants, the end of the process was marked
by remodelling the Segunda Circular restaurant,
an attractive modern building with drive-thru,
Krusher counter and extended opening times at
the entrance to Lisbon.
In 2011 we continued expanding the menu,
including some of the brand’s best international
successes: Box Meals, Variety Buckets and
Snack Attack formats. Also noteworthy was
the launch of the Big Daddy, Brazer Max, BBQ
Beast and Ultimate sandwiches, a winner in
terms of variety and innovation.
The process of introducing in all units the soft
ice-cream line, along with the new Brazer
COUNTERS
PORTUGAL