KFC Les Ailes Food Court Operations Analysis

This assignment provides a detailed analysis of the operations and strategies employed by KFC Les Ailes. The report discusses the importance of job schemes with vendors, benefits, flexibility, automation in the kitchen, and employee motivation. It also highlights the reasons for the increase in sales at Les Ailes after the opening of the KFC restaurant. The report is based on a personal conversation with Maganager of Les Ailes, Alisherova Sh, and various appendices that provide additional information and examples.

Table of Contents
Executive Summary..................................................................2
1. Product Strategy....................................................................2
1.1 Core benefit..........................................................................2
1.2 Actual product.....................................................................3
1.3 Augmented product.............................................................3
2. Price Strategy.........................................................................5
3. Place Strategy........................................................................6
4. Promotion Strategy…………………………………………7
5. Discussion and recommendations .......................................8
6. Bibliography ………………………………………………………10
7. Appendix…………………………………………………………..14
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Executive Summary
Les Ailes is a national restaurant chain that specializes in juicy breaded chicken dishes. Since
2014, the company has been operating successfully as a subsidiary of the Havoqand People
group, slowly expanding its network across the country.
As a pioneer of fast food, particularly a product focusing on chicken meat, Les Ailes received a
satisfactory rebranding experience at the maturity level, which was great news for daily, loyal
clients. The business has developed a powerful dropshipping network and promotes its brand,
especially from the supplier to the buyer, through direct channels.
This report provides an analysis of 4Ps marketing mix on this product which are product, price,
promotion and place.
1. Product strategy
Product is anything that can fulfill a need or desire of the consumer. Les Ailes' signature dish is
fried chicken, cooked in accordance with the original recipe and served in different forms.
Individual product decision:
 Consumer product type:
Convenience product
 Product levels of Les Ailes:
1.1 Core benefit:
Les Ailes provides a chicken in the form of pieces, sandwiches, wraps and salads, together with a
fun place in the family world, to enjoy a thoroughly satisfying consumer experience. At a
comfortable place, Les Ailes promises high-quality food at the average price available.
• Great consumer value
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• Efficiency and quality
• Clean and comfortable place
• High quality of control
1.2 Actual product:
All Les Ailes dishes made with the highest quality local products and the spices used are of
natural origin exclusively. Chicken comes to the kitchen in a chilled form, which means that the
meat retains freshness, all useful properties and natural taste. Oil for frying was processed by
own design. Burger buns are baked here according to their own recipe.
Including chicken meat-based food. Chicken is sold in various forms by the company. Burgers,
spicy and sweet breaded wings, twisters, salads, snacks can be found on the menu. Each product
is wrapped in a package depending on the size and taste of the food provided.
1.3 Augmented product:
Les Ailes has extended their offerings by adding to their outlets takeaway facilities, a delivery
service, children's holiday games and a special play and fun area for children.
 Product attributes:
The logo of Les Ailes is ‘Wings’, the primary item used in the preparation of fast food. The
whole range of their products contains only chicken meat that can be noticed in their logo. The
second reason is that consumers can choose any form of chicken, whether it's breaded wings, a
selection of burgers, twisters, breaded chicken, desserts, salads, and a fixed list. Red background
color is a bright color that attracts the attention of customers. Many people know that people
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trust more chicken meat than beef, lamb or pork, which is caused by the cost and probability of
health deterioration (product poisoning).
• Branding:
The peculiarity of their logo is described in the following facts. The first is the convex of wing,
the second is the beautiful sound of the name in French [lɛ ɛl] (Translate.yandex.ru, 2019), and
another feature is that it is easy to remember.(appendix 1). Despite the fact that red and white are
not rare, in this case they complement each other very well.
• Packaging:
Les Ailes uses cardboard and paper in their outlets, as these materials are environmentally
friendly that can be recycled. Another useful side is the using convenience level, for instance,
hands do not get dirty, even without being able to wash your hands, you can eat without taking
food out of the package. (appendix 2)
• Labeling:
The name was chosen in a foreign language that’s ultimate goal was to attract clients. First, fast
food came to us from the West which is most probably the reason for choosing such a name,
besides the name has an unusual pronunciation, as [lɛz ɛl] (Translate.yandex.ru, 2019), but
unfortunately we used to pronounce as Les Ailes[lɛs ailɛs]. The novelty of the name, especially
for young people, draws even more attention compared to other restaurants.(appendix 3)
Working since 2014, they created their brand, paying close attention to their font, making their
font and logo everywhere recognizable. (Melibayev, 2019)
 Product support service:
The restaurant has created a book of complaints and wishes to improve the quality of service and
product, which is regularly checked, where everyone can leave their feedback.
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Les Ailes has its own call center where up to 4 calls can be received simultaneously by friendly
and prompt consultants. And for non-communication supporters, @Lesailesuz bot will be a
convenient tool, which is very easy to use. Made order can be received within 40-50 minutes
from one of the couriers’ own delivery service. (Afisha.uz, 2016)
Product life - cycle:
1. After achievement of maturity and intensive widening the branding by opening
several branches all over the country company obtained a satisfactory experience for
rebranding. (Melibayev, 2019) (appendix 4)

2. Price Strategy
Price – the amount of money that the consumer spends to purchase a product or service depends
on the product's value and quality(Accut, 2019)
Les Ailes ' target audience is middle and upper middle class and their products are priced
accordingly. Les Ailes uses various pricing strategies for its goods and services.
• Optional Pricing: Companies are basically using optional pricing to increase the amount
that customers spend once they start ordering. Optional ' extras' increase the product or service's
overall price. In the case of Les Ailes, consumers can buy the main items in their menu and then
choose "extras" or "sides" such as drinks or desserts that go well with the main item they
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ordered.The end result is that the customer gets to pay for the main item and add-ons he / she
wanted to purchase.
• Bundle Pricing: Les Ailes bundles together various products and offers them at a slightly
lower price to customers. Les Ailes offers its customers different combo offers as well as
offering their customers an option to make the combo by their own preference.
3. Place Strategy
Place refers to the delivery or the approaches and location to be easily accessible to the target
customers(Accut, 2019)
Les Ailes has a zero channel distribution. It only distributes the product directly to consumers
and there is no require for intermediaries. It does good consumer distribution directly to the
consumer.
Channel Behaviour:
 Horizontal marketing system
1. Almost for everyone
2. Simple and easy to comprehend( approach and consume)
3. Focused on in particular link in chain.
 Multichannel
Maximizes all opportunities to interact with potential clients and interest them by optimizing
advertisement(offline and online advertising, billboards, Banners, SMM, sponsorship in TV
shows).( Melibayev, 2019)
Market coverage:
Intensive distribution
Les Ailes has 14 locations allover the Uzbekistan and covers 5 cities such as Tashkent,
Samarkand, Andijan, Ferghana and Karshi( Shirin, 2019).( appendix 5) In order to expand
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restaurants in the neighboring countries as well, the organization has set a goal to widen for the
next couple of years.( Melibayev, 2019)
4. Promotion Strategy:
Promotion is the tool for informing and educating the target audience about the company and its
service. (Akhmed, 2019)
Les Ailes offered many marketing approaches to buy Les Ailes goods to attract their clients.
Marketing mix Les Ailes uses advertisements, sales strategies, personal selling, direct marketing
and public relations.
There is no doubt that one of the most common ways of marketing of the products nowadays.
Usually it is posters, banners, television, popular social networks such as Instagram and
Telegram
Hanging posters and banners around the city with the product is a popular way of advertising.
Les Ailes is no exception.(appendix 6)
Speaking of television, in 2017, Les Ailes sponsored of one of the Zor.TV channel's show named
Cover Up, where by conducted competitions winners were awarded a product from Les Ailes.
( appendix 7)
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Many people are also involved in their various competitions held on their Instagram page.
(appendix 8)
All Les Ailes outlets across the country have introduced promotions such as cashback, 3+
1(Alisherova Sh 2019, personal communication, 23 October).
Customers are presented with a cashback offer after ordering for a certain amount, where a
certain percentage of the purchase price is returned to you. Or, the customer receives any drink
as a gift when ordering 3 combined sets.
This method is popular among young visiters of an organization with a large number of people
as they can save on their food.
In addition to this, in 2014 Les Ailes held a hamburger eating contest in one of their branches.
( appendix 9)
5. Discussion and recommendations
It should be noticed that after opening a branch of KFC in Uzbekistan, sales of Les Ailes
increased by 20%. ( Melibayev, 2019), (appendix 10)
Automated work is the first difference between the companies. This is the most important
advantage of international networks as it reduces the servicing time to a minimum. (Aslanova S
2019, personal communication, 27 October).(appendix 11)
The second one is the product difference. Products in KFC are semi-finished that are prepared as
quickly as possible. The method does not require deep cooking experience, which makes it easier
for employees to work. But in this case Les Ailes has an advantage, as the products provided by
the company are more natural.
KFC also established a global norm for workplace recruitment, where workers can build their
own working hours. For example, contract-based students can build out of class a schedule of
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working hours and receive a salary correspondingly. This is a very effective process that requires
cheap labor. (Aslanova S 2019, personal communication, 27 October).
In this case, I would advise Les Ailes to introduce such an opportunity for those wishing to get a
job, in order to keep up with the foreign companies. However, in providing opportunities for
workers, the advantage prevails at Les Ailes, as for students who study on a contract basis they
help to pay the contract fee with the condition that the student must work off for a certain time.
The next one, is the difference in navigation. Visiting the KFC branches it is possible to notice
that the navigation is clearly defined, which is the design of the room. Anyone entering the
facility can see where to wash their hands, where to pay, where to pick up the completed order
and where to sit.
The reason for the developed navigation is that each branch is built according to the world
standards and the one who buys the franchise has no right to make changes. . Visiting KFC in
Malaysia and Singapore, for instance, reveals similarity between other KFC affiliates that can
not be seen in Les Ailes outlets, as each affiliate looks different. (Aslanova S 2019, personal
communication, 27 October).
The worker’s inspiration is another difference between Les Ailes and KFC. KFC employees are
motivated with bonus points, benefits, etc. The reason for this is that each employee is their
competitor's potential employee as there is a possibility of spreading the acquired knowledge,
which is a danger to KFC. (Aslanova S 2019, personal communication, 27 October).(appendix 7)
I would recommend to introduce a drive-through services in Les Ailes. For those in a rush to
work or study, the service would be very convenient, as without wasting time for waiting one
can make pre-order and pick up as soon as it'll be available.
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6. Bibliography
“Контраст”, К. (2019). LOOOK. [online] Loook.uz. Available at: http://loook.uz/ [Accessed 25
Oct. 2019].
Melibayev, A. (2019). Les Ailes провел ребрендинг и обзавелся собственным шрифтом.
[online] Spot – Бизнес, технологии и инновации в Узбекистане. Available at:
https://www.spot.uz/ru/2019/04/16/les-ailes/ [Accessed 25 Oct. 2019].
Instagram. (2019). Les Ailes on Instagram: “✨Готовы окунуться в сказочный мир? ⠀ Les
Ailes разыгрывает целых 4 билета на фильм «Малефисента-2»! ⠀ Двое участников
получат по 2 билета…”. [online] Available at: https://www.instagram.com/p/B3cbI_cFz9u/
[Accessed 10 Oct. 2019].
Daryo. (2019). O‘zbekistonda ilk marta gamburger yeyish musobaqasi tashkil etiladi. [online]
Available at: https://daryo.uz/2014/12/26/ozbekistonda-ilk-marta-gamburger-yeyish-
musobaqasi-tashkil-etiladi/ [Accessed 26 Dec. 2014].
Melibayev, A. (2019). История Les Ailes: как Ахмад Мелибаев создал в Узбекистане новый
формат фастфуда и что изменилось на рынке за пять лет. [online] Spot – Бизнес,
технологии и инновации в Узбекистане. Available at: https://www.spot.uz/ru/2019/10/07/les-
ailes/ [Accessed 9 Oct. 2019].
Afisha.uz. (2016). Национальный бренд фастфуда из куриного мяса и собственной
панировки Les Ailes Fried Chicken & Barbecue.. [online] Available at:
https://81.95.225.147/restaurants/2016/05/27/les-ailes/ [Accessed 27 May 2016].
Translate.yandex.ru. (2019). Яндекс.Переводчик – словарь и онлайн перевод на английский,
русский, немецкий, французский, украинский и другие языки.. [online] Available at:
https://translate.yandex.ru/?lang=fr-ru&text=ailes [Accessed 26 Oct. 2019].
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Zor.TV (2018). The Cover Up 3-mavsum 7-son (Rayhon 08.07.2018). [video] Available at:
https://youtu.be/GfLpZ5W8fyI [Accessed 8 Jul. 2018].
Accut, M. (2019). Price - Marketing Mix Pricing Strategy. [online] The Marketing Mix.
Available at: https://marketingmix.co.uk/price/ [Accessed 27 Oct. 2019].
Akhmed, A. (2019). Promotional Strategies in Marketing. [online] Bizfluent. Available at:
https://bizfluent.com/info-7741968-promotional-strategies-marketing.html [Accessed 8 Nov.
2018].
Personal conversation with PR Manager Aslanova S
Samira PR Manager [phone]
S: Hello my name is 00006636..............
M: I'll try to help you. What question interests You?
S: Can you tell us about the similarities and differences between international and local
networks?
M: so let's start:
Automated work is the first difference between the companies. This is the most important
advantage of international networks as it reduces the servicing time to a minimum. Automation
refers to the kitchen's function.
The second one is the product difference. Products in Kfc are semi-finished that are prepared as
quickly as possible.
KFC also established a global norm for workplace recruitment, where workers can build their
own working hours.
The next one, is the difference in navigation. Visiting the KFC branches it is possible to notice
that the navigation is clearly defined, which is the design of the room. Anyone entering the
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facility can see where to wash their hands, where to pay, where to pick up the completed order
and where to sit.
The reason for the developed navigation is that each branch is built according to the world
standards and the one who buys the franchise has no right to make changes. .
The worker’s inspiration is another difference between Les Ailes and KFC. KFC employees are
motivated with bonus points, benefits, etc.
The second reason is the training of a new employee, as the training of a new employee takes at
least 1-2 months. Managers have the right to hire a new employee only after attending the
seminars and courses. As this phase takes a lot of time and resources, the organization is usually
trying to motivate its workers in different ways in order to prolong the employee contract.
The advantage of Les Ailes is the loyalty of its suppliers. Since Les Ailes has 14 locations in
central Uzbekistan and covers 5 cities such as Tashkent, Samarkand, Andijan, Ferghana and
Karshi, the suppliers are used to working with large volumes.
In a word, Les Ailes has established job schemes with vendors, which is a major benefit to the
business.
While in order to work with KFC suppliers have to go through many steps to prove the quality of
their product, benefits and flexibility of their services.
S: Thank you very much!!!
M: You’re welcome! Good luck!
Personal conversation with Maganager of Les Ailes: Alisherova Sh
Shirin Manager [phone]
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7. Appendix
Appendix 1
Appendix 2
All plastic and glass utensils were replaced with cardboard in order to reduce the cost of the
restaurant, avoiding the cost of dishwashers, waiters, accidents such as extra charges for broken
dishes. The self-service process implemented in the outlets is also convenient for customers, as
everyone can make an order based on their wishes and can immediately pick up their finished
order.
Each product, whether it's a Burger or a Twister with different sauces has its own packaging that
distinguishes them from each other. This method simplifies the process of filing and distribution
of the product to customers.
Appendix 3
For example, a restaurant like Loook has made its name special by adding an extra O letter,
which still ordinarily sounds similar to the name above. In a word, Les Ailes was able to make a
brand out of its name.(Контраст, 2019)
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Appendix 4
Appendix 5
Appendix 6
During the rebranding process, posters with an egg on a red background at the hatching stage
were hung around the city, which caused most people to doubt. While many believed that it
represents an updated version of the mobile operator UMS, others were waiting for the moment
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when decipher this picture. As a result, it was a new updated style of Les Ailes, where they
compared their rebreading with the beginning of a new life.( Melibayev, 2019)
Appendix 7
Appendix 8
In order to attract more customers, Les Ailes helds various competitions among the followers in
their Instagram page, where followers who have met all the requirements of the competition, for
example, subscribe to the page and mark 3-5 followers, give tickets to cinemas or discount
coupons to visit the restaurant.( Instagram, 2019)
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Appendix 9
The purpose of holding hamburger eating contest was to attract customers and of course to share
a good mood. The winner was awarded a certificate-voucher for 1200000 sums.(Daryo, 2019).
Appendix 10
The reasons for increasing the sales of Les Ailes by 20%, after opening the KFC restaurant.
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The reason is, the unjustified expectations from the food court, due to the large queue and the
size of the portions. The second is the price of the product. Compared to the prices in Les Ailes,
more expensive, since the products purchased by KFC are imported, automatically increases the
price for the finished product. These are the main reasons for the increase in sales at Les Ailes.
Appendix 11
Automation refers to the kitchen's function. The kitchen is constructed in such a way that in
order to speed up the process, the work of the employees in the kitchen does not overlap with the
work of the delivery staff. Automated work in KFC helps to prepare orders more efficiently than
other chains.
Appendix 12
Another reason for motivating already working employees is that the training of a new
employee takes at least 1-2 months. Managers have the right to hire a new employee only after
attending the seminars and courses. As this phase takes a lot of time and resources, the
organization is usually trying to motivate its workers in different ways in order to prolong the
employee contract. (Aslanova S 2019, personal communication, 27 October).
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