As of 2013, the KFC mission or vision statement was as follows: "To sell food in a fast, friendly environment that appeals to price conscious, health-minded consumers." KFC's major competitors include Wendy's, Subway, McDonald's and Burger King.
KFC, which is short for "Kentucky Fried Chicken," is the largest fast-food fried-chicken chain in the world. As of 2011, the company featured more than 17,000 restaurants in 105 locations. Overseen by CEO Roger Eaton, the company posted a revenue of $9.5 billion in 2012.
A mission or vision statement can be directed toward a company's products or its customers. The statement is also referred to as a credo or philosophy. The statement is written to define a company and its central purpose. Peter Drucker, the guru of modern management, said that the statement is a company's primary guide in developing strategies, outlining plans and making daily decisions. Every reason why a company exists must be conveyed in its mission statement, so customers may understand what drives a company.