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KFC : Chicken Lackin' The Scenario In February 2018, KFC had to close more than half of its 900 stores in the United Kingdom because of a shortage of chicken. The social and mainstream media enjoyed the irony of a chicken shop without any chicken and went to town on the story. The cause was a delivery problem after the chain switched its contract to DHL which said that a number of deliveries were cancelled or delayed due to 'administrative problems'. Loyal customers vented on Twitter and took their families to McDonalds. Some even complained to their local politicians.
Task
As the brand marketing team of KFC, please explain what happened and illustrate how you would make this situation better.
You can draw from all research material online, offline and from your brand marketing class.
What strategies will you employ both in the short term, long run and why?
How can you rebuild the KFC brand, if at all?
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