Twin Pack

The brand-article industry paved the way and the global foodservice business was not slow to follow suit: a growing number of leading players are expanding their brand arsenals. The contract caterers are doing it. Autogrill (Italy), Mitchells & Butler (Great Britain), Zena in Spain and Flo in France are doing it. Even super-brand McDonald's is doing it. Virtually across the board, the rule is to position each product on the market as independently as possible. Yum! Brands is the exception to the rule. The world's second-biggest foodservice player with almost 33,000 outlets worldwide and system revenues of US$24.2 billion in 2002 is banking on multi-branding. And putting twin packs of brands under the same roof with increasing frequency. www.yum.com

[9751 Zeichen]

YUM! Restaurants in Europe

Yum! System Sales - in bn US$

€ 5,75