Yum’s big multibrand move targets small communities
BROWNSTOWN, Ind. — If you’re looking for fast food in this Jackson County town, most of your options are visible from the front steps of the courthouse on Main Street.
There’s a McDonald’s a few blocks to the north, a Dairy Queen to the south, and a couple of pizza places and a Subway in between.
Louisville-based Yum! Brands Inc. wants to change that by building a combination KFC-Taco Bell restaurant here — and in nearly 500 small communities across the nation. Along with Brownstown, there are 30 other places in Indiana and Kentucky on the list, as well as out-of-the-way locations from North Pole, Alaska, to Keystone, Fla.
Creating more multibrand stores — two restaurants under one roof — is one of Yum’s core strategies for boosting its U.S. business.
And although the company faces criticism over nutrition and animal-rights issues, many folks in the Brownstown area, about 40 miles northwest of Louisville, seem to want it to march into rural America.
“A Taco Bell up here would make a killing,” said Andrew Ault, a recent graduate of nearby Medora High School. “McDonald’s gets old after awhile.”
Angie Lawburgh, head of the Brownstown Chamber of Commerce, said many residents drive 10 miles to Seymour for movies, shopping or dining out.
If a franchisee is able to build a multibrand restaurant, Lawburgh, a mother of four, said it might give young people another option for part-time jobs and encourage residents to spend more of their money in Brownstown.
Andy Ball, Louisville-area operations manager for McDonald’s, said the Yum campaign in rural areas might give people more choices and acknowledged that KFC and Taco Bell will be encroaching on McDonald’s turf.
“Every competitor is fighting for market share,” he said.
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