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The MR Process in Action

The MR Process in Action. KFC “Family Feast” in the United Kingdom. 1) Establish the Need for Market Research Since the 1990s, KFC has been in the U.K for more than 30 years. More than 300 restaurants. “Takeaway” concept.

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The MR Process in Action

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  1. The MR Process in Action KFC “Family Feast” in the United Kingdom

  2. 1) Establish the Need for Market Research • Since the 1990s, KFC has been in the U.K for more than 30 years. More than 300 restaurants. • “Takeaway” concept. • Competitor “M” came into the fast food market with more than 500 restaurants. • KFC faced the problem of finding a competitive advantage over its rivals • KFC’s main customer base tend to be young males who go to KFC after visiting the pubs • Needs to reposition its image from being a male hangout to a family dining venue. • Need to identify and research a family-value strategy that appeal to U.K. market

  3. 2) Define the Problem • Current market base = young males • Current perception: KFC brand is associated with “takeaway concept” and only for young males • KFC wants to reposition itself into a “family” style restaurant but young male group create a negative image. Mothers not comfortable bringing kids to KFC. • Competitor “M” is attracting more families than KFC • Problem: to determine what it would take to get U.K mums interested enough to visit and use KFC on a regular basis to buy meals for their families.

  4. 3) Establish Research Objectives • KFC Australia has been successful in introducing a “family feast” for a family of 4. • This concept may be good for KFC U.K but needs careful research and investigation • 2 Research Questions: • 1) Would a similar “Family Feast” offering appeal to U.K. mums? • 2) Would the introduction of a “Family Feast” help improve the overall image and awareness of the KFC brand in the U.K?

  5. 4) Determine Research Design • Decide to commission a “Family Feast” concept study among U.K. mums to determine the viability of the idea. • Include secondary analysis, focus group study and sales & consumer tracking studies

  6. 5) Identify Information Types and Sources • Secondary Data: use industry magazines such as Advertising Age and Restaurant News but of limited value • Use case study data regarding KFC’s family meal experiences in other countries. • Primary Data: using qualitative and quantitative research. Use of focus groups and surveys.

  7. 6) Determine Methods of Accessing Data • A series of focus groups were set up with U.K. mums with children under 12 to discuss eating habits and how they provide meals for their families. • A specialised form of analysis comparing the number of “Family Feast” options was designed to understand the idea family bundle of food at various price points • Regular brand tracking studies are already in place and can be use to measure level of awareness and usage of “Family Feast” if it is launched.

  8. 7) Design Data Collection Forms • Focus groups: KFC team to travel to north/south of England to listen to groups of women with children under 12 about a variety of fast food related topics. To be recorded on videotape and comments converted to word processing files. • Special Purpose Survey: a questionnaire was designed and pre-tested for ease of administration.

  9. 8) Determine Sample Plan and Size • Focus Group Size: selected 3 cities. Birmingham, Leeds and London • Each focus group: 10 to 12 women who had used a fast food restaurant in the past 3 months. • Survey: used a base of 200 women from 10 different shopping centre locations • Market tracking study: Part of on-going study but questions on awareness and usage of “family feast” were added in.

  10. 9) Collect Data • Focus groups done over 2 weeks. Each group lasted about 2 hours. • 200 respondent survey and tracking study were conducted by a data collection company. • When the “family feast” was launched, additional questions were added to the regular tracking study and collected over a 6 month period.

  11. 10 & 11) Analyze Data and Prepare the Final Report • First research objective was addressed by the focus group and survey analysis. Focus group mums were interested in the “family feast” concept and perceived to be good value for money, preferred more and have stronger intentions to buy. • Based on this, the “Family Feast” was launched. • Second Objective – advertising was effective in generating new trial and interest. Strong awareness and favourable image of KFC compared to competitor “M”.

  12. Summary • “Family Feast” became the no. 1 selling item in KFC U.K. • Helped to reposition the KFC brand to one that is preferred by families.

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