Marketing Strategies / Strategic Marketing Case Study

KFC: 'Serving with a Difference'

OR

Abstract:
In 2004, Kentucky Fried Chicken Management Pvt Ltd, the world's largest chicken restaurant chain in the world, opened an outlet in Singapore, operated by hearing impaired individuals. This move reflected the company's commitment to corporate social responsibility (CSR). However, KFC had to undertake special measures to make that outlet deaf-friendly, such as employing trainers for such employees and making a number of workplace adjustments for them. It was expected that KFC would get some intangible benefits out of this move. Not only could these people contribute almost as much as anyone else, they were also easier to retain. Besides, recruiting hearing impaired individuals also had a positive impact on KFC's brand image. Eventually, it remained to be seen whether KFC's move in this direction would remain only a stray brand image exercise, or would the company be able to scale up the initiative, covering more outlets in more countries.

Pedagogical Objectives:

• To understand the hospitality industry's commitment towards CSR.
• To understand the company background of KFC and its commitment towards the hearing impaired segment of society.
• To analyse the adjustments KFC had to undertake for its less fortunate employees.
• To carry out a cost-benefit analysis of such a move and determine whether it was feasible for the company to scale up the initiative in the future.

Keywords :  Physically challenged, Hospitality industry, Equal opportunity, Corporate social responsibility, Singapore Association for the Deaf, Deaf operated outlet, Kentucky Fried Chicken, Workplace adjustments, Hearing abled communicators, Brand image, Interpreters, Training workshops, Reasonable accommodation, Point and order menu cards, Family Educational Services Foundation