Dive Brief:
- Yum Brands promoted Scott Mezvinsky to KFC Division CEO effective March 1, the company announced on Monday. He will replace Sabir Sami, who will exit the role on Feb. 28.
- Mezvinsky, who currently serves as president of Taco Bell North America and International, will report to Yum CEO David Gibbs.
- During Mezvinsky’s tenure at Taco Bell, which included serving as global chief strategy & financial officer, he made the Mexican QSR a $20 billion brand. Now, he takes the helm at KFC just months after it launched its order-ahead, tender-focused concept Saucy in a bid to differentiate itself from rival chicken chains.
Dive Insight:
KFC has been transparent in its attempts to improve its value proposition.
In October, it launched an ad campaign “battle cry” to debut its chicken tenders in the spirit of the years-long “chicken wars” brewing between Chick-fil-A, Zaxby’s, Raising Cane’s and similar chains. The opening of Saucy in December doubled down on this point of differentiation. The question is whether it’s enough to improve same-store sales, which slumped last year.
Mezvinsky will be tasked with ensuring KFC can compete with the fried chicken category’s younger, buzzier rivals. He will be able to lean on Sami, who held KFC’s CEO position since 2022 and will aid in the leadership transition. Mezvinsky has worked at Yum brands for 20 years.
“I am very excited to play a role in continuing to strengthen and accelerate the growth of this legendary brand in virtually every corner of the world,” Mezvinsky said in the announcement.
