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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 39THE GLOBAL RESTAURANT INDUSTRY: Communications Strategies

Jonathan BlumSenior Vice President and Chief Public Affairs OfficerYum! Brands

The global restaurant business revolves around satisfying customers better than anyone else, providing employees around the world with the opportunity to have a career of a lifetime and making a huge difference in the world by giving back.

It is a fiercely competitive category with a daily battle for “share of stomach” as the stakes get higher all the time due to changing consumer needs, shifting demographics and the economy.

Yum! Brands, Inc., based in Louisville, Kentucky, is the world’s largest restaurant company and the parent company of KFC, Pizza Hut and Taco Bell, the leaders of the chicken, ...

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