Catherine Tan-Gillespie, who has served as president and general manager of KFC Canada since January 2022, has been named chief marketing officer and chief development officer for KFC US, effective immediately, the company said. She will report to Tarun Lal, president of KFC US. This move comes amidst ongoing challenges for the fast-food chain, including declining sales and a shrinking restaurant footprint.
A proven track record of success
Tan-Gillespie’s appointment brings a fresh perspective and a proven track record of success. During her tenure as President and General Manager of KFC Canada, she is credited with leading a turnaround effort. Her team implemented key strategies like restaurant upgrades, digital ordering advancements, and award-winning advertising campaigns, leading to positive sales and unit growth.
“Tan-Gillespie is a seasoned leader with a proven record of building brands and delivering compelling marketing initiatives that deliver measurable bottom-line impact,” Lal said in a statement. “By combining marketing and development roles into one, we are acknowledging the importance of the customer experience in our restaurants to overall brand perception and doubling down on our commitments to getting both right.”
Significant challenges facing KFC U.S.
Tan-Gillespie replaces Nick Chavez, who served as CMO since late 2021. Under Chavez’s leadership, KFC introduced successful menu innovations like the Original Recipe Nuggets and Saucy Nuggets, with a focus on attracting younger and more diverse customers through boneless offerings. He also shifted marketing strategies towards social media and influencer partnerships.
However, despite these efforts, KFC US has struggled in recent quarters. In Q2, same-store sales were down 5%, following a negative-7% performance in Q1. The brand lags behind competitors like Popeyes and Chick-fil-A in terms of sales growth, according to Technomic data. Additionally, KFC’s restaurant footprint has shrunk by 3.2% in the past year.
While the challenges facing KFC U.S. are significant, Tan-Gillespie’s experience and KFC’s commitment to a holistic approach provide a glimmer of hope. Tan-Gillespie has been with KFC for nine years and previously served as CMO for the South Pacific region and then the KFC Global CMO. Prior to KFC, Tan-Gillespie served in various marketing roles, including Goodman Fielder and Sony.
