KFC CATERING CUSTOMER SURVEY TOPLINE SUMMARY Qualitative Research

KFC CATERING CUSTOMER SURVEY TOPLINE SUMMARY Qualitative Research Conducted July, 2013

CONTENTS Research Overview Summary of Key Findings Recommendations Detailed Findings 2

RESEARCH OVERVIEW 3

RESEARCH OVERVIEW Objectives & Process Objectives � Identify the benefits KFC catering offers to customers for use in crafting key communication messages. Process � 30 KFC catering customers were interviewed over the phone to determine Catering selection process Reason for selecting KFC catering Perceptions of service Benefits of using KFC catering 4

PARTICIPANT RECRUITING Participant Qualifications KFC Catering Customer Used KFC catering between Feb. and July, 2013 Male or Female Over age 18 Used for home or business event Ordered on-line

SURVEY RESPONDENT OVERVIEW Respondents were Equally Split Between Personal and Professional Catering Events. Average Number of Attendees Was Higher for Personal Events. Event Types Professional Events: Ave # Attendees= 34 Personal Events: Ave # Attendees=4 2 Personal Professional

SUMMARY OF KEY FINDINGS 7

SUMMARY OF KEY FINDINGS Many respondents first decided to order from KFC and then sought out the catering service on-line. � Respondents were highly satisfied with the ease of the on-line ordering process. � Most discovered KFC Catering for the first time when visiting KFC’s website They particularly liked the value-added features such as running total for price and entering the mix of male/female. When asked to articulate the key benefit of KFC catering, “on-line ordering” is cited most frequently, with “taste/quality” and “catering services” as the next most frequently mentioned. The features of the catering service, particularly the utensils and serve-ready packaging were a nice surprise for many and much appreciated by all. Respondents were extremely satisfied with 100% saying they would recommend KFC catering to their friends. 88

ADDITIONAL FINDINGS The respondent base is comprised of consumers who are familiar with the KFC brand, with many loyal customers. � Inclination to use KFC often proceeded awareness of catering service Consumers highly value online ordering and expect to be able to do it. Don’t want to make a trip to the store � Many don’t even want to pick up the phone � Some respondents assumed catering amenities, such as utensils, plates, etc. , would come with online order while others were pleasantly surprised. Respondents reported that they were highly satisfied with packaging and presentation. Respondents were also highly satisfied with the overall process and service. � Even when errors were made, most were pleased with staff response Respondents do not seem aware of or concerned about pricing differences between catering and in-store ordering. Other benefits of catering include: not having to wait for order instore and avoiding the risk of product being unavailable when they 9

RECOMMENDATIONS 10

RECOMMENDATIONS: KEY COMMUNICATION MESSAGES Potential Key Communication Messages � KFC catering is your convenient one-stop catering solution. � KFC catering is the easiest catering solution � KFC catering makes it easy for you to impress your guests Key Support Points (reasons to believe): � KFC Catering offers the convenience of easy online ordering � KFC Catering orders are ready for fast pickup when you arrive � KFC on-line party planning tools ensure you order exactly what you need � All KFC catering orders include an all-inclusive service package with serving pieces, plates, utensils, cups and even ice for your KFC beverages 11

DETAILED FINDINGS 12

KEY FINDINGS: MANY RESPONDENTS PLANNED TO USE KFC AND THEN SOUGHT OUT THECATERING SERVICE ON-LINE. Respondent Quotes: My son loves KFC. I can't remember how I learned about catering. I assumed they would because it seems almost every company does catering. I went to web and searched KFC and city. I knew it would bring up the tools & info I needed. I looked a several places. KFC had the best combination of food combined with price. KFC was the most convenient and not far from me. They said they would provide plates, serving dishes, and utensils. Everyone else was very expensive and were not offering serving utensils. KFC was over and beyond. I like KFC food. I liked the pricing. I wanted grilled chicken with the other meat we were serving. Had tried KFC before (not catering) and had a good experience. 13

KEY FINDINGS: MOST RESPONDENTS DISCOVERED KFC CATERING FOR THE FIRST TIME WHEN VISITING KFC WEBSITE How Did You Learn About KFC Catering? KFC Website 23% 13% Word of Mouth Store Signage or Employee 63% A few considered other options, but the majority went directly to KFC. com 14

KEY FINDINGS: RESPONDENTS REALLY LIKED THE EASE OF ON-LINE ORDERING Respondent Quotes: I was planning the event late at night and went online to look at menu. I didn’t know about catering, but saw it on the site and ordered. I do everything online. Easy, simple. It is just what we do. Went to KFC website to see if I could place an order. I didn’t know they offered catering but saw it when I arrived. Didn’t assume they had online ordering or catering. Thought I would find the phone number and call but saw the tab on the website so I used the on-line ordering instead. Anytime we do any kind of large food order, we do it online. We expect food restaurants to have online ordering. Catering was important to us. I visited the website first hoping they had catering and looking for pricing. I hate calling and talking to people. I was searching for options on the web. It’s easier to order online from my desk than driving over there. 15

KEY FINDING: WHEN ASKED TO ARTICULATE THE KEY BENEFIT, “ONLINE ORDERING” ISCITED MOST FREQUENTLY, WITH “TASTE/QUALITY” AND “CATERING SERVICES” AS THE NEXT MOST FREQUENTLY MENTIONED. What is the Greatest Benefit of KFC Catering? 13 9 6 1 Online Ordering Food Quality/Taste * Catering service includes packaging, utensils, quick pick up Catering Service * Cost 1 Pickup Time 16

KEY FINDINGS: CONSUMERS VALUE AND SEEK OUT THE ONLINE ORDERING PROCESS AND APPRECIATE THE EASY ON-LINE ORDERING FEATURES AT KFC CATERING. Respondent Quotes: Ordering was the easiest because it was online. We have a budget and the system was continually telling us where we were with our budget. We could play with it online until we got to where we wanted to be. We didn’t have time to go anywhere to order. It is difficult to leave work to place an order. We usually order over the phone but I prefer KFC’s on-line ordering over the phone. It is a very easy way to order and pick up exactly what you need. Online was very clear about number of people to serve, how to order… Very easy It is easier to place online because all of the options are presented I saw the options and simply picked what I wanted. I placed the order late in the evening after business hours. I don’t necessarily expect businesses to have an on-line ordering feature, but am pleased when they do. 17

KEY FINDINGS: WHILE NOT ALWAYS IDENTIFIED AS THE MOST IMPORTANT BENEFIT, THE FEATURES OF THE CATERING SERVICE WERE A NICE SURPRISE! Came with GREAT serving spoons, thought we'd have to pay for them! They gave me everything I needed, didn't need anything else. Packaging made it easy for me to pull everything out and display for my guests. Very user friendly. Respondent Quotes: I love the one stop shopping -- forks, spoons, napkins, plates, food. Didn’t have to go to Walmart to get the cups etc. We were very pleased. Absolutely easy the way they set everything up. The manager put everything in big boxes and carried it to my vehicle with plates, napkins, serving dishes. Never thought it a million years that it would be that nice. They should advertise the catering. I didn't know it existed and will definitely use it again! Plates and napkins, condiments, everything we needed. All we had to do was open the box and it was all there. 18

KEY FINDING: RESPONDENTS WERE EXTREMELY SATISFIED WITH 100% SAYING THEY WOULD RECOMMEND KFC CATERING TO THEIR FRIENDS. Overall Satisfaction Rating Average 9. 2 (of 10) 93% 100% I Would Use Again* I Would Recommend *2 Non Repeats 1 – Chick Filet loyalist 1 – Afraid of GMO chicken 19