IBERSOL | Integrated Management Report - 2024

FINANCIAL YEAR ACTIVITY Present in Portugal since 1996 and with the desire to bring the tastiest and crispiest chicken to all Portuguese clients, KFC will continue to prioritise the quality of its product and the experience of its consumers. The unique and inimitable flavour of KFC chicken, the world leader in exclusive chicken menus, cooked with scrupulous respect for the famous “Secret Recipe” of its founder, Colonel Sanders, takes those who experience it on an authentic journey through its abundant buckets and original sandwiches. In order to guarantee the brand’s position among the leaders in modern catering in Portugal, we have maintained our growth strategy, operating 75 restaurants by the end of 2024, after 10 new openings. In terms of operations, we continued with the “Win on Taste” and “Win on Service” projects, as a guarantee of focus on product and service quality, in addition to technological advances in customer consultation, via apps or websites, which were successfully implemented in restaurant performance routines. As far as marketing is concerned, the year saw new achievements in terms of promotion, with greater dynamism in terms of Everyday and Disruptive Value, in particular the launch of the “Coronel Combos” and PORTUGAL 3.2 Counters 58