Yum! Brands, Inc. is serving up flavor across the globe
Global icons like KFC, Taco Bell, and Pizza Hut fuel cravings and deliver comfort across diverse cuisines and cultures.
Performance
Yum! Brands ranks seventeenth among brand families. Indulgence is its most dominant archetype, achieving the highest score across all brand families. Since the previous study, performance has also improved in the ritual and indulgence archetypes as well as across all three stages of Brand Intimacy.
Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.
Head to Head
In this year’s study, Yum! Brands outperformed The Coca-Cola Company, reversing their positions from our previous ranking. Yum’s performance reflects its strong portfolio of fast-growing QSR brands and successful menu innovation and expansion in delivery and off-premise channels. Yum ranks higher in the fulfillment, nostalgia, and indulgence archetypes as well as in two of the three stages of Brand Intimacy: sharing and fusing. Conversely, Coca-Cola performs stronger in the identity and enhancement archetypes.