Word: tricon
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...countries instead of franchising them as it does in the U.S. But PepsiCo did set up valuable infrastructure, including supplier relationships and local management teams. "PepsiCo laid down the tracks but hadn't yet taken advantage of the opportunity," says Novak. In swift order, the newly independent Yum (named Tricon Global Restaurants until 2002) pulled its company-run operations out of all but eight countries. Later it focused expansion on three emerging economies (China, India and Russia) and three developed ones (France, Germany and the Netherlands). Over the past seven years, it has been opening stores outside...
...January in a dispute over franchising rights. But Heinecke would not give up any slice of the pizza pie without a fight. On March 17, after a $10 million, 45-day operation, he reopened and rebranded his 116 stores as the Pizza Company, the first Thai-based pizza chain. Tricon International, the multinational conglomerate that owns Pizza Hut, Kentucky Fried Chicken and Taco Bell, has deployed its heavy artillery to quash the rebellion, opening 68 brand-new Pizza Huts throughout Thailand. "It's a battle between market experience versus brand loyalty,'' says Christopher Bruton, managing director of Data Consult...
...American chain Domino's Pizza out of Thailand. Now can Heinecke beat the brand he built? Areeya Boon-Long, associate director at the Bangkok office of AMI Business Consulting, says: "In terms of brand image, awareness and loyalty, Pizza Hut has it all.'' Pizza Hut has other strengths, too. Tricon has 33,000 stores in 104 countries. As the largest quick-serve restaurant corporation in the world, it "has enormously deep pockets and that is a tremendous advantage,'' says Korn Chatikavanij, managing director of Jardine Fleming Thanakom Securities...
...Pizza Company shot out of the starting blocks. "We went from zero to 70% market share in our first weekend,'' he says. His new company even set a record for pizza deliveries in a single day. But a weekend skirmish doesn't decide a war. Heinecke contends that Tricon's head office in Dallas has given its Thai unit an unlimited budget to drive him into the ground. "They're out to kill us,'' he says...
...Hester Chew, managing director of Tricon's Thailand, Singapore and Indonesia units, is the loyal soldier assigned the job of vanquishing Heinecke. The only painting in Chew's Sukhumvit Road office is a portrait of the ranking officer of the fast-food business, Colonel Sanders. Behind Chew's desk, left over from a KFC-Star Wars promotion, looms a 6-ft. tall statue of Darth Vader wielding his laser. Chew, a former lieutenant in the Singapore army, talks about being a "general'' in this conflict. Still, he could be busted down to buck private if he loses...