Featured Projects

Project: Pepsi purchased Taco Bell-Pizza-Hut and Kentucky Fried Chicken as a way to gain share of market in the highly competitive foodservice fountain business. Coca-Cola owned no restaurants, had no competitive advantage and were unable to compete in offering restaurant brands to protect market share

Solution: Design a ‘Branding” strategy to offer ALL Coca-Cola customers with a host of branded food options from local, regional, super-regional and national restaurant brands who participated in the Coca-Cola initiative. The initiative provided the resources via Coke to customers and restaurants to develop a branded program of non-traditional marketing like carts, kiosks and modular stores. The program was highly successful and after 8 years Pepsi gained little market share and spun off restaurant group as YUM BRANDS.