KFC naColonel Saunders vanogopa gopa muZimbabwe. Brand Ideology is what matters in any market and there is no exception for fast food markets; the laws of Bada Bada are that you fight to win not to tantrum. A few weeks after KFC Zimbabwe pulled an operations tantrum, they have reopened.
“Kumbwendenuka hakuna goho”, a Shona phrase that says “cowardice does not bring a harvest”.
In Market Warfare, Brand Ideology says Dugu Dugu (love making) is not Bada Bada (Fighting), hence victory and victory is not determined does by conducive macroeconomic or microeconomic comforts.
There has never been an instance where one has made profit from entering a boxing ring to make love; that is the story of KFC brand in Zimbabwe, as it did in the UK this year.
Boxing is not romance and many brands find themselves struggling even when they start off well capitalised, only because they assume everyone plays nice in the market; it is pure war, profit and loss is as life and death on the battlefield.
Romance is for the bedroom, boxing for the boxing ring; these being silent laws that brands in Africa need to know and abide by, as they are active laws whether they obey them or not.
The market tantrums of KFC were recording in history by News24.com and BusinessInsider.com, where they spoke of their exit in Zimbabwe and in the United Kingdom.
News24.com reported saying "Leading fast food chains in Zimbabwe have reportedly shut down their businesses as the "cash crunch in the country worsens".
Part of the notice outside KFC outlets read: "... This is due to the fact that we are unable to source stock from our suppliers as they require US dollars. We are doing everything possible to resume trade as soon as possible."
KFC has done in Zimbabwe what it did in the UK earlier this year, the challenge being thinking more that it is actual micro or macroeconomic changes.
BusinessInsider.com reported saying “Seven hundred and fifty KFC outlets across the UK have been closed after a change in food distributors led to a chicken shortage for the company.
More than 80% of all KFCs in Britain have been forced to close because the delivery company that recently took over the job of getting chickens to each restaurant has been unable to deliver.
KFC swapped deliverers from Bidvest Group to DHL last week, causing what the fried-chicken empire called "teething problems." It has since set up a website where people can find their nearest open outlet, and it promised that "the Colonel is working on it."
Brand loyalty is very fragile and is purely emotional more than it is product delivery, and KFC has shown to the Zimbabwean consumer that they are only committed as comfortable macroeconomics allow.
The macroeconomics of Zimbabwe were the same when they first came in, and they had all historical evidence of dramatics that could be possible, so them quitting on Zimbabwean fast food consumers has nothing to do with economics but brand resolve.
A brand without resolve is a coward and no matter which market it plays, it will throw in the towel; hence the Colonel is not a soldier after all.
Full article in the Branding Magazine November 2018 Issue, publishing November 15th, 2018.