SpendscapeCompanies · Restaurants
Yum Brands
AdvertiserYUM
Yum Brands spent $134M on advertising and marketing in fiscal 2025, up 19.6% on the year before and +84% since 2019. That's 1.6% of revenue, more than in 2019: leaning in.
$134Mmarketing spend, FY2025
+19.6%vs the year before
1.6%of revenue (+0.3 pts vs 2019)
Walk the talksay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue. Years where the filing's revenue line isn't comparable are left out of the line.
What they told investors
“Toward the end of the quarter, the team made the strategic move to make breakfast optional for our franchise partners, providing greater flexibility to spend our marketing dollars more effectively on growth drivers such as Cantina Chicken and our cravings value venue.”David Gibbs · 2024 Q3 · transcript
What the 10-K says about marketing
- investing in brand “In 2025, we began a review of strategic options for the Pizza Hut brand. The objective of the review is to create value for YUM, Pizza Hut and its franchise partners by determining the optimal approach to best capitalize on Pizza Hut's structural advantages — strong brand…” 10-K, Feb 20, 2026
- investing in brand “trademarks, many of which are registered in various jurisdictions, create brand awareness and help build goodwill among our customers.” 10-K, Feb 20, 2026
- investing in brand “Our ability to reach consumers and drive results is heavily influenced by brand marketing and advertising and our ability to adapt to evolving consumer preferences, including developing and launching new and innovative products and offerings. Our marketing and advertising…” 10-K, Feb 20, 2026
Say vs do
Walk the talk. In 229 statements from its leaders in interviews, 7 argued for investing in brand and 0 for cutting; the filed spend went up.
In the news
- KFC CMO Melissa Cash shares the importance of sauce for the brand nrn.com · Sep 28, 2026 · marketing
- KFC tests modern restaurant experience as brand launches 'Kentucky Fried comeback' Fox News · Sep 26, 2026 · brand strategy
- Inside KFC’s ‘Open House,’ the Restaurant Built to Win America Back QSR Magazine · Sep 25, 2026 · brand strategy
- Why KFC's brand was on a 'dying planet' and how it escaped Campaign UK · Sep 22, 2026 · brand strategy
- KFC creates purpose-led brand experience through RUN 2026 in Thailand marketech apac · Sep 21, 2026 · campaign