CEO Oleg Pisklov explains his KFC recipe for success at the European Foodservice Summit in Zurich.
At the 22nd European Foodservice Summit, Oleg Pisklov, CEO of KFC Russia, CIS and Europe, gave a deep insight into how he made it through the pandemic with his company - and was still able to open over 500 restaurants in the past two years.
He is the master of almost 3,000 restaurants, 1,000 of which are in Russia alone
. During the pandemic, three new country markets (Israel, Finland and Tajikistan) were opened up.
Pisklov defines his successful secret recipe against Covid over four pillars:
- Strong brand: KFC is a globally known and strong brand. It can build on that. During the pandemic, the company invested in modernizing its restaurants. At the same time, the advertising and marketing budget was increased dramatically - spots in the social networks had an effect. Especially young customers are attracted to KFC.
- Technology: product offers in all digital channels where customers are on the move. Apps and websites are part of the marketing standard. Solicitation of contests and games for discounts on food on the menu. Fully automated restaurant in Moscow while Covid opens in 2020. Click & collect as a matter of course.
- Unique company culture: everything revolves around the people who work at KFC. Every employee is an ambassador for the brand - you have to encourage your colleagues in that. Fun at work and team building measures need to be continuously expanded. Diversity and inclusion are part of everyday working life at KFC.
- Franchisees: KFC is a franchise company. During the pandemic, it was extremely necessary to support them and their employees not only mentally but also financially. According to Pisklov, loans for rent or insurance against illness have been standard since then.
KFC Europe, CIS and Russia
Oleg Pisklov is CEO of KFC in Russia, CIS and Europe (excluding UK & Italy) and leads one of the fastest growing equity and franchise business units of Yum! Brands (including KFC, Pizza Hut): around 2700 restaurants and $3.7 billion in sales. Oleg joined Yum! in 2010 and developed the overall strategic direction that enabled the restaurant growth and operating results we see today. Prior to joining Yum!!, Oleg was CEO of Castorama RUS (Kingfisher Plc) and held a number of senior positions at Tesco and Mars Inc in the UK, Russia and Turkey.
Future Western Europe
At the end he gave a future outlook: From 900 restaurants in Western Europe today, KFC wants to expand to 2,400 in the next five to seven years. Together with the existing ones, the brand would then have about 4,500 restaurants in Oleg Pisklov's area of responsibility.
22nd European Foodservice Summit
The motto of the 22nd European Foodservice Summit: "Back to the Future: Strengthening Up & Striving Forward - Seizing New Opportunities". The event is the most important European platform for the hospitality industry. The topics to be discussed in Zurich from 6 to 8 October are forward-looking and on tomorrow's agenda. Participants are the key players in the multi-unit restaurant and catering industry as well as suppliers and consultants. This year, attendance was limited to 150 people.
The next Summit will take place from 19 to 21 September 2022. The Summit is organised by the Gottlieb Duttweiler Institute and the dfv Media Group (foodservice International).