brand image tracker (bit) global summary & comparison charts 2q08

Brand Image Tracker (BIT)

Global Summary & Comparison Charts 2Q08

2Q08 KFC Brand Awareness

Brand Image Tracker Global Summary 2Q089-Oct-08

84%

69%65%

60%

52% 50%

36% 33%28% 27%

23% 20% 19% 18% 18%13% 11% 10% 9% 8% 8% 6% 6% 5% 4% 3% 3% 1% 1%

16%

29%34%

40%

40%48%

61%62%

67%

61%

46%

31%

60%

44%

62%

58%58% 62%

77%

62%

45%

60%

23%

54%

31%

17%

63%

10%

25%

6%

2%8%

2% 3% 5% 4%12%

31%

49%

11%

36%

20%

26%26%

28%

15%

29%

47%

33%

71%

29%

65%

78%

28%

28%

61%

80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TOM Unaided Aided

Total QSR Users

2Q08 KFC Brand Awareness – Top of Mind

Indonesia

Jamaica

Malaysia

Mexico

South Africa

Trinidad

Mauritius

Australia

Russia

Bulgaria Korea

Canada Kuwait

Costa Rica New Zealand

Germany Puerto Rico

Greece Singapore

Honduras Taiwan

Hong Kong UK

Japan

Philippines

Win

Tie

Lose

Decline No change Improve

Change vs. Year Ago

Ga

p v

s.

Mc

Do

na

ld’s

All Aware


2Q08 KFC Brand Usage

All Aware

93%89% 87% 85% 83% 81%

77% 74%67% 66% 66% 66%

61% 59% 58% 57%53% 52% 52% 50% 47% 44%

38%

22% 21%14% 12% 12% 9%

5%

6%9% 12% 14%

13% 18%22% 25%

28%26% 27% 24%

39%36% 37% 38%

42%39% 36% 43%

41%

33% 48%

49%

25% 41%

77%

11%

32%

31%

1% 2% 1% 1% 4% 1% 1%5% 8% 7% 10%

4% 5% 5% 5%9% 12%

7%12%

23%

14%

29%

54%

45%

11%

77%

59%64%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

P3M Lapsed/Lost Never Tried


Note: Data in some market is scaled to 100%.

2Q08 KFC Brand Usage

Jamaica

Mexico

Russia

Bahamas

Indonesia

Malaysia

Mauritius

South Africa

Trinidad

Kuwait Costa Rica

Korea

Australia New Zealand

Bulgaria Puerto Rico

Germany Singapore

Honduras Taiwan

Hong Kong

Canada

Greece

Japan

Philippines

UK

Win

Tie

Lose


Change vs. Year Ago

Ga

p v

s.

Mc

Do

na

ld’s

Past 3 Month Users


2Q08 KFC Visit Frequency

1.92.1

2.1

2.2

2.2

2.3

2.4

2.5

2.5

2.7

2.8

3.1

3.1

3.2

3.2

3.3

3.4

3.6

3.6

3.8

4.0

4.1

4.3

4.9

6.4

6.7

6.9

7.4

7.98.8

Japan

Mauritius

Greece

Taiwan

Mexico

Canada

Korea

Honduras

New Zealand

Hong Kong

Indonesia

France

Malaysia

Costa Rica

Australia

Singapore

Turkey

UK

Bulgaria

Germany

Philippines

Russia

Puerto Rico

UAE

Egypt

South Africa

Kuwait

Jamaica

Trinidad

Bahamas

Past 3 Month Users – Average Visits in Past 3 Months


WinTieLose

Gap vs McDonalds - Visit Frequency

-3.3-2.8

-2.5

-2.4

-2.4

-2.1

-1.9

-1.8

-1.7

-1.5

-1.4

-1.3

-1.1

-1.0

-0.2

-0.1

0.5

0.5

0.7

1.0

2.0

2.3

2.5

3.9

-0.8

0.4

0.5

-0.5

-0.3

Hong Kong

Singapore

UK

Kuwait

Greece

Taiwan

Canada

Australia

France

Philippines

New Zealand

Turkey

Korea

Puerto Rico

Russia

Bulgaria

Honduras

Malaysia

Costa Rica

Germany

Indonesia

Mauritius

South Africa

Mexico

UAE

Jamaica

Trinidad

Egypt

Bahamas

2Q08 KFC Visit Frequency


2Q08 KFC User Frequency

80% 79%

67%62%

58%54%

45%38% 37% 35% 32% 31% 30% 29% 27% 26% 26% 24% 23% 21% 19% 19% 18% 17% 16% 15% 13% 13% 12%

7%

13% 18%

25%32%

34%

24%

30%39% 39%

40%

35%

23%

38%50%

40%

49%

42% 47%

39%46% 45%

35%

29% 32% 34%45% 44%

49%

45%

6%3%

8% 6% 8%

22%25% 23% 24% 25%

33%

46%

28%32%

23%

34%

26%

34%30%

40%35% 36%

47%54% 52% 50%

42% 43%39%

48%

43%

0%

20%

40%

60%

80%

100%

Heavy Moderate Light

Past 3 Month Users


2Q08 KFC User Loyalty

24%30%

36%

38%

38%

39%

39%

40%

42%

43%

43%

43%

49%

50%

53%

53%

56%

58%

58%

59%

64%

69%

69%

69%

70%

72%

73%

78%

82%88%

Japan

Hong Kong

Taiwan

Germany

France

Singapore

Canada

Australia

UK

New Zealand

Turkey

Philippines

Bulgaria

Greece

Kuwait

Puerto Rico

Korea

Russia

Malaysia

Costa Rica

UAE

Trinidad

Jamaica

Honduras

South Africa

Indonesia

Egypt

Mexico

Bahamas

MauritiusPast 3 Month Users – KFC

Share*

*KFC share of all KFC user visits to both KFC and McDonaldsBrand Image Tracker Global Summary 2Q08

9-Oct-08

2Q08 KFC User Loyalty – Change vs. Year Ago

-10%

-8%

-7%

-6%

-5%

-4%

-4%

-2%

-2%

0%

0%

0%

0%

1%

1%

1%

2%

3%

3%

4%

5%

6%

9%

Korea

Bulgaria

Australia

Hong Kong

Germany

Costa Rica

New Zealand

UK

South Africa

Taiwan

Japan

Kuwait

Russia

Canada

Malaysia

Philippines

Trinidad

Singapore

Honduras

Indonesia

Jamaica

Puerto Rico

Mauritius

Bahamas

Mexico

Past 3 Month Users – KFC Share*

*KFC share of all KFC user visits to both KFC and McDonaldsBrand Image Tracker Global Summary 2Q08

9-Oct-08

2Q08 KFC Brand Equity vs. McDonald’s

1514

12 11 11 1010

9 99

8 8 7 7 7 7 7 6 5 5 5 5 5 4 4 4 4 4

11

1010 13

10 128 15

13

13

10

5

13 13 13

10

5

14 17 1713

12

5

1715

13

117

14 5

3

7 6 53

5

1

9

15

7 7 6

11

16

86 5

810

17

79

6

1315

0%

20%

40%

60%

80%

100%

Win Tie Lose

All Brand Aware


2Q08 KFC Brand Equity vs. Year Ago

All Brand Aware

6 6 5 5 5 5 5 5 5 5 5 5 54 4 4 4 4

3 3 3 3 3 2 2 2 1 1

15 15 18 17 17 1716 16 16 15 15 14

12 18 1817 17 14

1918 18

17 1722 22

1721 17

4 42 3 2 2

4 4 3 4 4 4 32 1

3 2 2 24 3

5 4

1 1

53 2

0%

20%

40%

60%

80%

100%

Improve No change Decline


2Q08 KFC Brand Equity vs. McDonald’sAll Aware


Food EquityExperience

Equity Value Equity Total Equity

Australia Tie Lose Lose LoseBahamas Tie Tie Lose TieBulgaria Win Lose Tie TieCanada Tie Lose Lose LoseCosta Rica Win Tie Tie WinEgypt Tie Tie Tie TieFrance Win Lose Tie TieGermany Lose Lose Tie LoseHonduras Tie Tie Tie TieHong Kong Lose Lose Lose LoseIndonesia Win Win Win WinJamaica Tie Lose Lose LoseJapan Tie Lose Lose TieKorea Tie Lose Tie LoseKuwait Tie Lose Lose LoseMalaysia Tie Win Tie TieMauritius Win Win Win WinMexico Win Win Win WinNew Zealand Lose Lose Lose LosePhilippines Win Lose Tie TiePuerto Rico Tie Lose Tie TieRussia Tie Tie Tie TieSingapore Lose Lose Tie LoseSouth Africa Win Win Tie WinTaiwan Lose Lose Tie LoseTrinidad Win Win Tie WinUAE Win Win Win WinUK Lose Lose Lose Lose

2Q08 KFC Brand Equity vs. Year AgoAll Aware


Food EquityExperience

Equity Value Equity Total Equity

Australia No change No change No change No changeBahamas No change No change No change No changeBulgaria No change Decline Decline DeclineCanada No change Improve No change No changeCosta Rica Decline Decline No change DeclineGermany No change No change No change No changeHonduras Improve Improve Improve ImproveHong Kong No change No change No change No changeIndonesia No change No change No change No changeJamaica Improve Improve No change ImproveJapan No change No change No change No changeKorea No change No change No change No changeKuwait No change No change No change No changeMalaysia No change No change No change No changeMauritius Decline Decline No change DeclineMexico Improve Improve No change ImproveNew Zealand Improve Improve Improve ImprovePhilippines Improve No change No change ImprovePuerto Rico No change No change No change No changeRussia No change No change No change No changeSingapore No change No change No change No changeSouth Africa No change No change No change No changeTaiwan No change No change No change No changeTrinidad No change No change No change No changeUK No change Decline No change No change

WinTieLose

Gap vs McDonalds - Food Taste(Brand Aware)

0.74

0.61

0.49

0.45

0.44

0.38

0.34

0.32

0.32

0.28

0.27

0.27

0.23

0.22

0.060.04

0.03

0.03

-0.01

-0.05

-0.07

-0.11

-0.15

-0.21

-0.22

-0.25-0.29

0.00

Mauritius

Costa Rica

South Africa

Bahamas

Japan

Bulgaria

Mexico

Trinidad

France

Australia

Philippines

Canada

UAE

Indonesia

Malaysia

Russia

Egypt

Honduras

Taiwan

Korea

New Zealand

Hong Kong

Puerto Rico

Singapore

UK

Kuwait

Jamaica

Germany

2Q08 KFC Brand Equity - Taste


2Q08 Food Taste

Bulgaria

Mauritius

Australia Japan

Bahamas Mexico

Canada South Africa

Costa Rica Trinidad

Indonesia

Philippines

Korea

Malaysia

Germany

Hong Kong

Puerto Rico

Taiwan

Honduras

New Zealand

Russia

Kuwait

Singapore

UK

Jamaica

Win

Tie

Lose


Change vs. Year Ago

Ga

p v

s.

Mc

Do

na

ld’s

All Aware


Gap vs McDonalds - Food Taste(Past 3 Month Brand Users)

0.69

0.50

0.42

0.42

0.40

0.36

0.34

0.34

0.33

0.33

0.32

0.31

0.26

0.17

0.100.09

0.07

0.06

0.05

-0.02

-0.03

-0.07

-0.15

-0.19

-0.47-0.50

-0.03

0.03

Costa Rica

Japan

Bulgaria

Philippines

Australia

Canada

Egypt

Mexico

Trinidad

Bahamas

South Africa

France

Mauritius

Indonesia

UK

Honduras

Russia

Korea

New Zealand

Taiwan

Hong Kong

Malaysia

UAE

Puerto Rico

Singapore

Jamaica

Kuwait

Germany

WinTieLose

2Q08 KFC Brand Equity - Taste


2Q08 Food Taste

Mauritius

Australia Japan

Bulgaria Mexico

Canada Philippines

Costa Rica South Africa

Indonesia Trinidad

Hong Kong

Malaysia

UK

Bahamas

Germany

Honduras

Korea

Puerto Rico

Singapore

Taiwan

New Zealand

Russia

Kuwait Jamaica

Win

Tie

Lose


Change vs. Year Ago

Ga

p v

s.

Mc

Do

na

ld’s

Past 3 Month Users


Gap vs McDonalds - Value For Money(Brand Aware)

0.38

0.26

0.19

0.19

0.19

0.18

0.17

0.12

0.10

0.03

0.01

0.01

-0.06

-0.07

-0.11

-0.17

-0.22

-0.25

-0.27

-0.27

-0.28

-0.30

-0.35

-0.44-0.66

-0.08

0.00

Mauritius

UAE

Indonesia

Mexico

Bulgaria

South Africa

France

Costa Rica

Honduras

Trinidad

Egypt

Russia

Malaysia

Philippines

Korea

Singapore

Hong Kong

Puerto Rico

Jamaica

Australia

Canada

Germany

Kuw ait

Bahamas

UK

NZ

Japan

WinTieLose

2Q08 KFC Brand Equity – Value


2Q08 Value for the Money

All Aware

Indonesia

Mauritius

Mexico

South Africa

Bulgaria

Costa Rica

Malaysia

Bahamas Puerto Rico

Germany Russia

Hong Kong Singapore

Korea Trinidad

Honduras

Philippines

Australia

Canada

Jamaica

Japan

Kuwait

UK

New Zealand

Win

Tie

Lose


Ga

p v

s.

Mc

Do

na

ld’s


2Q08 Favorite QSR

66% 64%

56%

48% 46% 45% 44%

33%26%

22% 21% 20% 18% 15% 15% 15% 15%10% 9% 8% 8% 7% 5% 5% 5% 5% 3% 3%

4%

23%

23%

9% 11% 15%

3% 26%

6%

50%

8%16%

41%

19%16% 13%

26% 38%

9% 11%

30%

17%

9%15%

8%

38%

9%3%

30%

12%

21%

43% 43% 40% 41%

69%

28%

71%64%

42%

65%70% 72%

59%53%

82% 81%

62%

76%

86%80%

87%

58%

89%94%

53%

0%

20%

40%

60%

80%

100%

KFC MCD Other

All Aware


brand image tracker (bit) global summary & comparison charts 2q08

Documents

2q08 kfc user frequency

2q08 kfc user loyalty

2q08 kfc visit frequency

kfc user visits

month users kfc share

declineno changeimprove

month users average

total qsr users