KFC
The world’s biggest fried-chicken chain, born in Kentucky and now running far more restaurants in China than America.
50 figures on KFC, drawn from 6 Modern MBA case studies.
The figures
US dollars27
| Against its own chart | |||
|---|---|---|---|
| Annual global system sales by brand · 2021 | $31B | 1st of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2019 | $28B | 2nd of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2018 | $26B | 3rd of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2020 | $26B | 3rd of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2017 | $25B | 5th of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2014 | $23B | 6th of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2015 | $23B | 6th of 8 · top $31B | Why KFC got so bad in America |
| Annual global system sales by brand · 2016 | $23B | 6th of 8 · top $31B | Why KFC got so bad in America |
| Worldwide food and drink sales in the first years after the spin-off · 1999 | $9.6B | 1st of 3 · top $9.6B | Why Taco Bell got so expensive |
| Worldwide food and drink sales in the first years after the spin-off · 1997 | $8.4B | 1st of 3 · top $8.4B | Why Taco Bell got so expensive |
| Annual food and drink sales in the United States through the Great Recession, which rewarded the chain giving the most food for the least money · 2007 | $5.3B | 1st of 5 · top $5.3B | Why Taco Bell got so expensive |
| Annual food and drink sales in the United States through the Great Recession, which rewarded the chain giving the most food for the least money · 2006 | $5.2B | 2nd of 5 · top $5.3B | Why Taco Bell got so expensive |
| Annual food and drink sales in the United States through the Great Recession, which rewarded the chain giving the most food for the least money · 2008 | $5.1B | 3rd of 5 · top $5.3B | Why Taco Bell got so expensive |
| Annual food and drink sales in the United States through the Great Recession, which rewarded the chain giving the most food for the least money · 2009 | $4.9B | 4th of 5 · top $5.3B | Why Taco Bell got so expensive |
| Annual food and drink sales in the United States through the Great Recession, which rewarded the chain giving the most food for the least money · 2010 | $4.7B | 5th of 5 · top $5.3B | Why Taco Bell got so expensive |
| Average gross earnings per store in 2023 dollars · 2000 | $1.47M | 1st of 3 · top $1.47M | Why Taco Bell got so expensive |
| Average gross earnings per store in 2023 dollars · 2022 | $1.17M | 2nd of 3 · top $1.86M | Why Taco Bell got so expensive |
| Average annual gross sales per restaurant · 2016 | $1,060K | 1st of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2015 | $1,000K | 2nd of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2008 | $967K | 3rd of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2009 | $960K | 4th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2014 | $960K | 4th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2012 | $957K | 6th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2013 | $942K | 7th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2011 | $940K | 8th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average annual gross sales per restaurant · 2010 | $933K | 9th of 9 · top $1,060K | Why the Popeyes chicken sandwich was so good |
| Average gross revenue per store by brand, 2000 | $823,000 | 5th of 8 · top $1,600,000 | Why Crumbl won't last |
Percentages11
| Against its own chart | |||
|---|---|---|---|
| Share of 1999 transactions by time of day · Dinner | 64% | 2nd of 3 · top 74% | Why Taco Bell got so expensive |
| Share of 1999 transactions by time of day · Lunch | 34% | 2nd of 3 · top 50% | Why Taco Bell got so expensive |
| Restaurant operating margin by brand · 2015 | 15% | 1st of 5 · top 15% | Why the Popeyes chicken sandwich was so good |
| Store-level operating margins around the time of founding | 14% | 6th of 6 · top 21% | Why Crumbl won't last |
| Restaurant operating margin by brand · 2011 | 14% | 2nd of 5 · top 15% | Why the Popeyes chicken sandwich was so good |
| Restaurant operating margin by brand · 2014 | 14% | 2nd of 5 · top 15% | Why the Popeyes chicken sandwich was so good |
| Restaurant-level operating margins across the industry in 2010 | 13.8% | 7th of 8 · top 26.6% | Why Chipotle got so much worse |
| Store-level operating margin by restaurant chain in 2022 | 13% | 9th of 13 · top 24% | Why Taco Bell got so expensive |
| Annual operating margins | 13% | 7th of 8 · top 40% | Why donut shops out-earn Krispy Kreme |
| Restaurant operating margin by brand · 2012 | 13% | 4th of 5 · top 15% | Why the Popeyes chicken sandwich was so good |
| Restaurant operating margin by brand · 2013 | 13% | 4th of 5 · top 15% | Why the Popeyes chicken sandwich was so good |
Counts11
| Against its own chart | |||
|---|---|---|---|
| Store counts at home against everywhere else, 2022 · International | 23,874 | 2nd of 6 · top 26,831 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2006 | 8,864 | 1st of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2005 | 8,288 | 2nd of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2004 | 7,741 | 3rd of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2003 | 7,354 | 4th of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2002 | 6,890 | 5th of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2001 | 6,416 | 6th of 7 · top 8,864 | Why Taco Bell got so expensive |
| International store counts through Emil Brolick's tenure · 2000 | 6,000 | 7th of 7 · top 8,864 | Why Taco Bell got so expensive |
| US locations at each end of the window · 2017 | 4,083 | 5th of 5 · top 25,908 | Why the Popeyes chicken sandwich was so good |
| US locations at each end of the window · 2022 | 3,887 | 5th of 5 · top 20,567 | Why the Popeyes chicken sandwich was so good |
| Store counts at home against everywhere else, 2022 · United States | 3,886 | 6th of 6 · top 13,444 | Why Taco Bell got so expensive |
Durations1
| Against its own chart | |||
|---|---|---|---|
| Months a restaurant must be open before it counts as comparable | 12 mo | 8th of 11 · top 24 mo | Why the Popeyes chicken sandwich was so good |
Case studies covering KFC
Case study — Food & beverageWhy Chipotle got so much worseA weekly staple became a byword for small portions and high prices in under ten years. Here is what broke.10 min read
Case study — Food & beverageWhy Taco Bell got so expensiveThe most profitable chain in fast food is being squeezed hardest, and the reason is KFC and Pizza Hut.11 min read
Case study — Food & beverageWhy the Popeyes chicken sandwich was so goodThe sandwich came from a decade of R&D discipline its new owners inherited and did not build. That is the problem.14 min read
Case study — Food & beverageWhy donut shops out-earn Krispy KremeThe average Krispy Kreme grosses $119K a year. A 650 sq ft Portland shop grosses $600K at a 40% margin.12 min read
Case study — Food & beverageWhy Crumbl won't lastMrs. Fields had its decade too. Crumbl store margins fell from 30% to 10% while corporate went from $4M to $152M.15 min read
Case study — Food & beverageWhy KFC got so bad in AmericaThe same company, the same recipe, two outcomes. What changed was who owns the buildings and cooks the chicken.11 min readNew episodes
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