How planners drive multi-brand business results at Yum! Brands

This event report outlines how planners are helping Yum! Brands ensure its quick-service restaurants remain truly relevant for consumers.

How planners drive multi-brand business results at Yum! Brands

Stephen Whiteside

Yum! Brands' quick-service portfolio features big-name restaurant chains like Taco Bell, Pizza Hut and KFC.

As might be expected for an enterprise operating three major brands in an intensely competitive category – and, indeed, some 45,000 eateries worldwide – the Louisville, Kentucky-based enterprise faces a constant battle to embrace consumers' evolving culinary, experiential and transactional preferences.

Its secret weapon in addressing such issues is Ken Muench, who serves as Chief Marketing Strategy Officer for Yum! More specifically, Muench leads a "hit squad" of seven strategists – a group charged...

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