Objectives & Challenges
Having entered the market in 2015, KFC has become a household name in Myanmar. Half a decade after what was for most, their first time ever tasting a piece of the popular fried chicken - when images of infinite queues to enter the first shop of the franchise in the country made headlines around the world- the brand has been seeking ways to reenergize its fan base while bringing back the excitement of 'the new'.
After a Myanmar consumers' research, issues related to KFC's chicken size and spice were also found. Consumers preferred the competitors before all...