KFC employs a marketing strategy similar to other large fast food chains, performing rigorous consumer research and market testing, coupling both with an aggressive national ad campaign. Celebrity endorsements are also used, while social media advertising is twinned with the opportunity for customers to provide feedback to the company for the addition of appealing new menu items. The restaurant's environment is carefully planned to appear warm and welcoming, the brand has a distinctive, recognizable culture and staff are trained to be friendly and attentive.
KFC is owned by Yum! Brands, Inc., a large Fortune 500 corporation that also owns the Taco Bell, Pizza Hut and WingStreet restaurant chains.
A prime example of KFC marketing is the expansion of the brand in China. The brand conducted extensive market research and altered the menu to simultaneously introduce 15 new products, ensuring that all of the items available would appeal to a Chinese market. This included rice-based snacks and regional deserts.
KFC China also hired several famous Chinese celebrities to appear in commercials, and it redesigned the food packaging to appeal to Chinese diners.
The brand makes use of modern digital media and social media platforms. A KFC mobile app is available, and social media campaigns are often used to entice users to vote for their favorite items, increasing brand awareness to consumers.