PepsiCo's very fast-moving, individually focused, consumer packaged goods and entrepreneurial culture proved not to be a great fit for the relatively mature, slow-moving, team-oriented, and quick-service restaurant business.
In other words, a performance-based , consumer-packaged-goods company like PespiCo was not a natural fit with the restaurant business.
The company began to change its business and corporate culture, transforming itself into a successful restaurant-focused company.
Yum! Brands also owns A&W All American Food and Long John Silver's Although a smaller player in the large hamburger segment, A&W is the longest-running quick-service restaurant in America.
It has long adopted a multi branding strategy.
In fact, A&W's first co branding deal was with a KFC franchisee before it was acquired by yum! brands.
The cobranding strategy developed over the years and proved a successful way to grow the brand.
Later when the company Yorkshire Global Restaurants bought Long John Silver's , it put Long John Silver's and A&W
together as cobranded partner.
The cobrading strategy enabled the two well-known but troubled franchise systems, A&W and Long John Silver's , to capitalize on their brand equity and bring new life to them , which resulted in a successful turnaround.
This strategy ultimately led to their acquisition in 2002 by Yum! Brands ( Larson 2003).
To reflect the expansion of its company portfolio, tricon changed its name to YuM! Brands.