Kyochon Chicken's Strategy Leads to Successful Financial Turnaround
Creatrip Team
a year ago
Kyochon Chicken, a major South Korean fried chicken chain, has seen a boost in sales due to its "star marketing" strategy, which for the first time in nine years includes using a celebrity ambassador, actor Byun Woo-seok. This move aimed to revitalize domestic sales and expand internationally amid fierce competition with other brands like BBQ and bhc Chicken. Despite facing a significant operating cost due to a switch to direct-run franchises, Kyochon managed to report an 8% increase in overall revenue last year. The company's self-ordering app also contributed to reducing commission costs typically associated with third-party delivery services. Kyochon plans to continue expanding its presence internationally and adapting to consumer trends with new offerings like single-portion meals to drive further growth.
