Yum Brands, Grubhub join forces to boost KFC and Taco Bell businesses

Restaurant industry news : Yum Brands will partner with food ordering company Grubhub to boost sales of its KFC and Taco Bell fast food restaurants in the US through the latter’s online ordering platform.

Additionally, Yum Brands has agreed to make an equity stake of $200 million in Grubhub for an undisclosed stake.

The investment from the fast food restaurant company is expected to help Grubhub with additional cash to speed up growth of its US online food delivery network and push more orders to Yum Brands fast food restaurants among other benefits.

Commenting on the Yum Brands Grubhub partnership, Greg Creed – CEO of Yum Brands, said: “We are committed to making our iconic brands easier to access through online ordering for pickup and delivery, and aggressively pursuing delivery as a strategic global growth opportunity, with nearly half of our 45,000 restaurants already offering it today.

“We’re pleased to secure this partnership with Grubhub in order to drive incremental, profitable growth for our U.S. franchisees over the long term. Our partnership and strategic investment in Grubhub demonstrate our laser-like focus on two of our growth drivers: Distinctive, Relevant & Easy Brands and Unmatched Franchise Operating Capability.”

Yum Brands Grubhub partnership to increase online sales of KFC and Taco Bell in the US. Photo courtesy of Business Wire.

KFC, Taco Bell and Grubhub will involve in joint marketing initiatives aimed at driving new diners and increase order frequency for existing diners at the two Yum Brands fast food restaurants.

Matt Maloney, CEO of Grubhub, commenting on the Yum Brands Grubhub partnership, said: “Our best-in-class logistics platform, which currently delivers for tens of thousands of restaurants, and our industry-first point-of-sale integrations make us the ideal partner for YUM.

“We are excited to tap into the unmatched consumer awareness and innovative advertising of KFC and Taco Bell, helping accelerate the secular shift from offline ordering to online, driving more orders to all of our restaurants.”

Another fast food restaurant of Yum Brands – Pizza Hut will also join forces with Grubhub to determine how best to tap into each other’s scale and expertise.

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