"They don't have a clear identity anymore, and I think that's hurt them," says branding consultant Denise Lee-Yohn. The NPD Group's Harry
Balzer observes that hamburger chains selling chicken sandwiches, as well as supermarket chains, also pose a threat to KFC's core business.
Yum Brands chairman David Novak admitted last week that "we still have our work cut out for us" and said KFC is focusing on "balanced" options such as grilled chicken, "portable product innovation" such as the Double Down, and "improved operations."
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