YUM NAMES MARKETING CHIEF FOR MULTIBRANDED STORES
CHICAGO (AdAge.com) -- Yum Brands has named a chief marketing officer for its multibranded concept stores.
Rick Trebilcock joins Yum, the parent of chains Taco Bell, KFC, Pizza Hut, Long John Silver's and A&W, from Pepsi-Cola North America, where he managed beverage sales for KFC and Yum Brand's multi-concept units. He earlier was field marketing director for KFC.
Mr. Trebilcock, 46, will report to
Yum Brands began housing individual chains under one roof as a real estate strategy aimed at capturing more sales per unit. Company figures state that individual stores converted to a multibranded unit average 20% more sales. At the end of 2002, the company had 1,850 multibranded units representing 9% of the U.S. system and more than $2 billion in sales. Yum Brands hopes to expand to 6,000 such units by 2007.
"Our multibranding business has grown to the point that it requires the same dedicated leadership we have at our brands to support this growth initiative," Mr. Lewis said in a statement.
Yum Brands is based in Louisville, Ky.