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World’s number one chicken brand celebrates 1000 restaurants in Sub-Saharan Africa

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KFC - [http://s1.stabroeknews.com/images/2016/01/KFC13.jpg] KFC - [http://s1.stabroeknews.com/images/2016/01/KFC13.jpg]

KFC announces the opening of its 1000th restaurant in sub-Saharan Africa, a milestone for the global brand bearing testimony to its success on the continent and the growth in the Quick Service Restaurant (QSR) industry since opening in South Africa in 1971. The 1000th restaurant is located in Lemo Mall in Bloemfontein.

Theworld's most popular chicken restaurant chain has presence in over 125 countries and territories with more than 20 000 restaurants across the globe. 

“We are thrilled to be celebrating this significant milestone for KFC which emphasises our growth and expansion strategy in sub-Saharan Africa” says Doug Smart, Managing Director, KFC Africa.

As the largest QSR in Africa, KFC is famous for its hand-breaded chicken freshly prepared instore, using the Original Secret Recipe of 11 herbs and spices developed in 1940 by Colonel Harland Sanders. KFC’s solid footprint in South Africa began in 1971, in Orange Grove, Johannesburg, where its first restaurant opened, giving KFC a 45-year history of successful operation and setting the foundation to enable ventures into the rest of Africa. Its successful track record in South Africa has been proven with KFC scooping the Sunday Times Top Brands Award for ‘Most loved fast food brand’ 18 years in succession.

KFC’s journey into the rest of Sub-Saharan Africa started in Namibia, then moving into countries such as Nigeria and Botswana. The brand has presence across 16 countries with restaurants in markets such as Swaziland, Mauritius, Zimbabwe, Zambia, Malawi, Mozambique, Angola, Ghana, Kenya, Lesotho, Uganda and Tanzania. The business’s customer-led approach has resulted in the brand being the leader in its category, with an on-going commitment to creating deeper relationships with its diverse range of customers.

With over 1 600 team members in Sub-Saharan Africa and more than 30 000 in South Africa, serving millions of meals every month, the brand is committed to continuing to make a positive impact on job creation, skills development and ultimately the upliftment of the communities in which we serve. 

“KFC is a brand that is so much more than just great tasting chicken. We’re passionate about making a difference in our communities whether we do this by skills development and training or through our contribution in decreasing the number of children affected by hunger across the African continent,” says Smart.

KFC’s Corporate Social Responsibility initiative, Add Hope, was launched in 2009 and now feeds over 110 000 children across South Africa every single day with the help from our customers through their donations. The exponential success of Add Hope in South Africa led to the initiative launching into the rest of Africa over the past few years, starting in Namibia and Botswana and has now also been adopted by other KFC markets globally.

The company’s localisation strategy has been key to its success. In addition to the traditional menu, KFC develops and offers new menu options that appeal to local tastes drawing inspiration from Africa’s diverse flavours. Over the last five years KFC has introduced products tailored to local markets which include Jollof Rice in Nigeria, Morogo in Botswana and Nshima in Zambia.

According to the World Economic Forum, the African continent has been managing an average real annual Gross Domestic Product (GDP) growth of 5,4% from 2000 to date - adding US$78bn annually to the GDP. In addition, the International Monetary Fund forecasts that Africa, in the midst of the current global economic slowdown, will be the second-fastest growing region in the world between 2016 and 2020, with an estimated annual growth of 4,3%. It makes sense then that KFC’s growth agenda will mainly be driven by new market entries as well as expansion in existing markets on the continent.

“The journey doesn’t stop here; in fact, this is only just the beginning. Innovation and growth are key to the success of our brand and we are the excited about the future prospects as we share the legacy of KFC across the continent and create great Finger Lickin’ Good experiences every time for customers and fans” concludes Doug Smart.

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