The take-out food market is changing and this one for KFC in the UK is pretty radical

To be honest it stretches credulity a little bit – would a huge family party be happy to tuck into KFC with not a home-made egg sandwich in sight? And no booze?

Well full marks to Bartle Bogle Hegarty for trying anyway.

The take-out food market is interesting, the US Yum Brands, which owns KFC and Taco Bell among others, is the world’s biggest chain restaurant company and Subway is supposed to have taken from McDonald’s as the biggest single brand worldwide.

McD is still king in the US with $32bn sales followed by Subway on $10.6bn and then, of all things, a renascent Starbucks on $9.07bn. So Starbucks, which has allegedly gone back to basics recently and stopped trying to be a record company, has overtaken Burger King, languishing in fourth place on $8.7bn.

Which might be why Burger King has fired agency Crispin Porter+Bogusky after ten years.

I bet they’re all trying to sign up Jamie Oliver.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.