YUM! Brand's multi-branding strategy--which places a combination of any two of its restaurant food brands, such as KFC and Taco Bell, on a single site --has produced strong initial results in a saturated and highly competitive U.S. market for quick service restaurants, according to Fitch Ratings. Steady operating performance, continued growth in international markets and stable leverage all factor into YUM's BB+ rating. The outlook on the $1.2 billion credit has been changed to positive. "It's a huge consumer and financial win," said, Kathleen Corsi, YUM's senior v.p. and treasurer, regarding the multi-branding strategy. Corsi added the company reaps 50% more profitability from the strategy. "Our customers love it," she said, explaining that consumers, especially families, like having choices.
April 20, 2003