The Success of KFC

Kentucky Fried Chicken (KFC) is a very well known restaurant in the world. It is rated at number 60 as the world most well known brand by BusinessWeek (McDonalds at number 9 and Nescafe, 23).

Its history spans almost 80 years when it started at Corbin (Kentucky-USA), in the 1930s. During this period the United States was under The Great Depression with almost 25% unemployment rate. The hard time was probably one of the biggest factor in forcing Harland Sanders ("The Colonel") to start experimenting with various mix of spices and herbs, trying to get the best formula for his recipe. (If we still remember the Asian Economic Crash 1997-2002, one of the last remaining business that kept going during the recession was the food industry).

By 1939, the recipe was already perfected and the Colonel had expanded his restaurant to accomodate 142 seats. This was a fairy large restaurant, the size is equivalent to several tennis courts.

However there was one problem. The WAITING time! It took almost 30 minutes for the chicken to properly cooked. Turn the gas bigger and you risk of having the chicken cooked on the outside but still red with blood inside.

Saved by the Pressure Cooker

Thanks to technology, in 1939 pressure cooker was introduced. Pressure cooker allow liquid to boils at higher temperature. Water for example normally boils at 100 degree Celcius, but with a pressure cooker the sealed lid doesn't allow air or liquid to escape and enable water to boils higher at 125 celcius.

This significantly shortened the time for cooking and as an added advantage, the nutrients (hence the taste) are retained making the food more delicious. Since the boiling point is much higher, this would also kill more germs and make the food last longer.

It should be noted that The Colonel spotted the pressure cooking technique just weeks after it was introduced. This means he was always looking for ways to improve the taste and the time it takes to cook the famous kentucky fried chicken.

Time means money.

Every minutes saved means less time waiting and more satisfaction to the customers. This would also encourage a first time buyer to become repeat customers.

The Colonel is also a smart guy. He can read the writing on the wall. By early 1950s, he probably heard rumours that an Interstate Highway is going to be built BYPASSING his town. This could have a devastating effect on his business.