KFC on ECR, Chennai

This is a report on my observations at the KFC outlet, that I went to a few weeks back. In my opinion, the most standout feature of the franchise, is its iconic logo and colour scheme. The icon of the friendly old man, is very inviting to all customers and exudes a sense of welcoming, warmth and homeliness.

                   The other thing, that is a standout is the colour scheme, of KFC. The white and red, is a great combination which gives a sense, of thrill and automatically creates a mouth watering effect. It is no surprise that almost all food outlets, follow a similar colour scheme. Mc Donald's, Pizza Hut, Papa John's, Burger King are all proof of this trend.

                    One of the other interesting things, is the inner design of the walls where they openly plaster their declaration of their quality norms. Also, the focus that KFC places on their "original" chicken, as opposed to the general belief that the chickens are all injected with hormones. This is one very notable USP of KFC.

The confidence of the brand, is showcased in their open display of the kitchen in which they work. The apparent cleanliness of the kitchen is very reassuring to customers that their food is prepared in a clean environment. The other noticeable thing was the unified, dressing that the employees followed and well as their friendly demeanor.

                   The seating capacity was very impressive, especially since they are not located in a very prime location. The tables are all well cleaned and maintained. They ensure that every piece of furniture follows the same colour scheme and maintain a certain sense of homogeneity. This also, ensures that when the customers see into the shop, they instantly recognize the brand.

                  Some of the drawbacks I saw, included the slightly insufficient staffing. The billing and the preparation of the order are both done by the same person even though the cooking is done by someone else  in the back. This significantly increases the time it takes to serve a customer and I was not able to figure out why they follow this method of service, when comparable brands like Mc Donald's follow a 1- minute service policy. Another negative point, is the cluttered and confusing menu scheme that KFC follows.  Even most educated people find the menu and pricing schemes very difficult to understand. People are not made clear to about the kind of pricing schemes and options that are available to customers.

       I hope to visit KFC soon again to get a better idea of their internal company mottos, and how they compete against other brands within the same category.