About IFA 2020 Guest Speaker Kevin Hochman
Who is Kevin Hochman?
Kevin Hochman is President and Chief Concept Officer of KFC's U.S. division. He started his position back in 2016, having served as the brand's Chief Marketing Officer for two years prior. Ever notice the epic return of Colonel Sanders in KFC advertising? Kevin was part of the campaign that brought the brand's figure back into mainstream culture. Kevin drives overall KFC brand strategy, business performance within the nation, managing a re-training program for restaurant employees and more. In 2015, Forbes recognized Kevin as the #2 Most Influential CMO in the world. In 2017, he was named as one of Nation's Restaurant News' Top 50 most powerful people in foodservice. Talk about an impressive résumé!
What will he speak about?
Kevin will be speaking with David Barr, Chairman, PMTD Restaurants, Managing Director, Franworth and IFA Chair of the Board. This session will have both leaders discussing how KFC revamped its branding and consumer strategy, with Kevin providing key insights from his 21 years of experience in the franchise industry. He'll elaborate on why the return of Colonel Sanders had such a huge impact on society, how social media played a role with brand recognition, interaction and more. David Barr will ask thought provoking questions and give insights on his experience as well.
What will you learn?
IFA 2020 attendees will leave with knowledge on how to take your brand’s strengths and have them appeal to consumers at the forefront of your advertising strategy. You will know exactly what sets your business apart from the rest and how you can amplify this to increase recognition and revenue. Kevin will help you think of past marketing strategies that increased your brand's exposure and you’ll gain the tools you need to either revamp your brand's identity, or perhaps bring back the best parts of it. You'll leave this session understanding how Kevin's leadership helped double KFC's franchise system profitability and how he established five consecutive years of same store sales growth.