Opening Keynote Session - Restaurant Franchising & Innovation Summit

OPENING KEYNOTE SESSION / MONDAY / APRIL 9, 2018 / 3:30 PM

Drumstick-roll please: KFC exec to share secret (branding) recipe

If you’ve ever wondered how a 65-year-old brand can stay relevant in today’s digital world, KFC’s director of advertising has you covered. George Felix, who has led the brand’s marketing over the past 2 1/2 years, will share his secret recipe on how KFC is resonating with both millennials and Baby Boomers.

Spoiler alert: Sometimes, it involves embracing the weird.

Under Felix’s leadership, working with Wieden+Kennedy, KFC has come up with several unusual ways to connect with younger consumers — including creating chicken-scented sunblock and launching a chicken sandwich into space — but it hasn’t forgotten about its older demographic.

Felix, for example, was instrumental in bringing Colonel Sanders back as an advocate for the brand. Of course, his team has put a modern and funny twist on the character hiring a revolving list of actors, including Billy Zane, Rob Lowe, George Hamilton, Jim Gaffigan, Rob Riggle and Norm Macdonald, to portray the beloved colonel.

KEYNOTE SPEAKER

George Felix | Director of Advertising | KFC U.S.

George Felix is Director of Advertising for KFC U.S. In this role George is responsible for all branded communication including national TV and radio advertising, digital/social advertising, paid media strategy, product packaging, in-restaurant point of purchase merchandising, menuboard design, and employee uniform design. Since taking over brand communications for KFC in May, 2015, the brand has grown behind the advertising campaign marking the return of Colonel Sanders, recording 13 consecutive quarters of same store sales growth. George was named to Advertising Age’s 2016 40 under 40 list identifying the bright young minds who are reinventing and reshaping marketing’s future.

Larry D. Kruguer | President of International | Wingstop

Larry D. Kruguer joined the company as President of International on June 11, 2015. Prior to joining Wingstop, Larry was at Wendy’s International, where he served as Vice President, International Joint Ventures and Key Markets from October 2014 to June 2015, Vice President, International Business Development and Finance from January 2010 to October 2014 and Vice President, International Marketing from October 2007 to January 2010. Prior to that, he was the President and Managing Partner of Prontowash USA, a global car wash services company, from January 2002 to October 2007. From October 1998 to August 2001, he served as Vice President, Marketing and Strategic Alliances for SportsLine.com, a CBS Sports affiliate. Larry has also held management positions with Alamo-Autonation and American Express. He received an MBA in Business Management from University of Miami School of Business Administration in 1992.

MODERATOR