The Business Chicken Wars: Can KFC still rule the roost? With KFC's Rob Swain
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Dec 4, 2025 In this episode, Rob Swain, the General Manager of KFC UK & Ireland, shares insights from his extensive career. He discusses the booming £3bn fried chicken market, driven by Gen Z excitement. Competition from newcomers like Wingstop challenges KFC to innovate and stay relevant. Rob dives into the importance of digital marketing strategies, particularly on TikTok, and the brand's commitment to community through youth employment initiatives. Plus, he reveals his favorite KFC items and how the company adapts to changing dietary preferences.
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From Nightclubs To KFC Leadership
- Rob Swain started at KFC 16 years ago after a career in nightclubs and an MBA.
- He rose from area coach in Ipswich to UK & Ireland general manager, illustrating hospitality career ladders.
KFC's Franchise-Led Scale
- KFC UK is a c.£2bn brand with ~1,000 restaurants and 34,000 employees, mostly in franchised sites.
- Three quarters of restaurants are franchise-owned, making franchisees central to strategy and growth.
Franchisees Put Up Big Capital
- New-build franchise examples can require over a million pounds of pre-trade investment from the franchisee.
- Rob cited Welshpool where the franchisee funded build, training and equipment before opening.