Mission statement of KFC

| September 14, 2013

This is Kentucky Fried Chicken mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name KFC (Kentucky Fried Chicken)
Logo
Industries served Restaurants, Fast Food
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Roger Eaton
Revenue $ 9.5 billion (2012)
Profit N/A
Employees N/A
Parent Yum! Brands
Main Competitors McDonald’s Corporation, Burger King Worldwide Inc., Subway, Wendy’s Company and many other companies.

KFC is a fast food restaurant chain, which specializes in fried chicken. It is the world's largest fried chicken chain with over 17,000 outlets in 105 countries and territories as of December 2011.

Mission

KFC mission statement 2013

“To sell food in a fast, friendly environment that appeals to pride conscious, health minded consumers”
Evaluation
Does it include...?
Customers Products/ Services Markets
No Yes No
Technology Concern for survival Philosophy
No No Yes
Self-concept Concern for public image Employees
No No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Product-oriented
No No Score
Excellence Integrity
No No 0.7/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

KFC’s mission has received one of the lowest scores in all of our evaluations so far. The statement is clearly too short and lacks 7 out of 9 essential components: customers, markets, technology, concern for survival, self-concept, concern for employees and public image. The statement only reveals one value – friendly environment, but doesn’t mention any of the 4 values used by the world’s best performing companies. Their mission is product-oriented, which is a drawback for any mission compared to customer-oriented statement. Product-oriented missions tend to focus on certain products and services rather than on satisfying customers’ needs or solving their problems. They offer less flexibility for the company to expand into other product markets. In overall, KFC does a poor job in utilizing their mission as a communication tool to present important business information to company’s stakeholders.