Colonel Harland Sanders has become a world-known figure by marketing his “finger lickin’ good” Kentucky Fried Chicken.
After running a restaurant for several years, Colonel Sanders found himself penniless. When he retired, he received his first social protection check which was for $105. And that was simply the beginning of his global reputation and financial achievement story. Instead of complaining about his situation, he did something about it.
Col. Sanders really loved his fried chicken recipe. Despite lacking financial means, Colonel Sanders traveled door to door to houses and restaurants all over his local area. He searched for partners to help promote his chicken recipe in exchange of certain percentage of profit but no one got interested. He was mocked, ridiculed and turned down by everyone.
To promote his recipe, he cooked his fried chicken on the spot for restaurant owners. If the owner liked the chicken, they would enter into a handshake agreement to sell the Colonel’s chicken. He travelled across America, to promote his recipe, but was rejected so many times.
Some say he was turned down 1009 times before his chicken recipe was accepted.
Though he lacked marketing training, education, capital, he achieved success through sheer perseverance, dedication, ambition and real hard work. He knew what he wanted and took action.
He paid attention to his work and the result he was getting and kept modifying his approach.
By 1960, he had 400 outlets. Four years later, there were 900 Kentucky Fried Chicken outlets in the United States, Canada, England and Japan. As of now, there are now more than 21,000 Kentucky Fried Chicken outlets worldwide.
Today Colonel Sanders’ famous fried chicken, made with 11 secret herbs and spices, is loved all over the world. The Colonel and his red-and-white bucket became icons of restaurant marketing. The success of KFC is the end result of endless trials and experiments that have worked of their favour.
Now, over a billion of his “finger lickin’ good” chicken is served every year, in more than 80 countries.
He created two institutions– the Colonel Harland Sanders Trust and Charitable Organization to support charities for the care of women and children. The trusts still provide funds to the Trillium health Care Centre, Ontario.