Fast Food Industry Strategy Analysis: Evidence from the Yum! Brands

Abstract

Yum! Brands (YB) is a world-famous fast food chain group, and its business strategy and model are typical in the industry. With the deepening of digital transformation, it brings both opportunities and challenges to the fast food industry. Specific analysis of YB's external environment, internal environment and financial statements during this article. The analysis shows that YB has advantages in terms of market position, supply chain management and brand awareness, but its disadvantages are over-reliance on the franchise model and single market. Meanwhile, it also faces external opportunities and threats such as digital transformation and economic fluctuations. To improve the level of YB's strategic planning, this paper proposes targeted strategic choices and implementation schemes based on the analysis results, including exploiting health products and increasing investment in emerging markets, etc. This paper aims to help YB consolidate its position and develop in the fierce market competition. It also provides a reference for the overall strategic planning of the future fast food industry.