KFC owner Yum rewards staff in Dubai

Yum Restaurants International decided to take its top-performing managers to Dubai to congratulate them on their achievements.

KFC owner Yum rewards staff in Dubai
KFC owner Yum rewards staff in Dubai

Pre-event planning Yum Restaurants International's portfolio includes KFC, Pizza Hut and Taco Bell. The KFC Champions Club was launched with a South African safari trip in 2010, aiming to incentivise Yum's top-achieving restaurant general managers (RGMs).

The company wanted an alternative destination for the 2011 trip, planned for 15 UK KFC RGMs and 15 European KFC and Pizza Hut RGMs.

Operations and events head Leigh Acutt began planning the event in June 2010, and worked with Conference Initiatives on the accommodation, local DMC SNTTA on the itinerary and travel consultancy Portman Travel on booking the flights.

Objectives: Acutt says the event's objectives were "to inspire and motivate the RGMs to drive sales and run great restaurants. KFC feels really strongly about recognition and thanking staff for their hard work, so as much as the Champions Club helps motivate staff, it also recognises those top managers within the business."

Challenges: As some delegates were attending for a second year, the destination needed to be different from the previous year's. Acutt says "finding a 'wow' destination within a tight budget" was also a key challenge. She adds: "With the rising cost of flights to these destinations, I am left with less money to play with for the on-the-ground itinerary and accommodation."

Solution: Dubai was chosen for its six-hour flight time and wide range of incentive options.

While the tight budget remained a challenge, Acutt says: "With so much to offer in Dubai, finding an action-packed itinerary is not difficult."

The Media One Hotel was selected for its central location. Group activities included a city tour with a gold souks visit, and a dhow dinner cruise. Delegates also enjoyed skiing at Ski Dubai at Emirates Mall, dinner at the Buddha Bar, a visit to Karama and Dubai Mall, and a desert safari and drinks with sand boarding. "This was followed by dinner at Al Hadheerah at Bab Al Shams - it was absolutely brilliant," says Acutt. "You cannot leave Dubai without a visit to the Burj Khalifa - the views were breathtaking."

Client verdict: Acutt says: "I have a great relationship with Conference Initiatives.

It is a small agency and it understands KFC's needs, so I would definitely use it again. The incentive trip was a huge success and within the budget."

Post-event analysis: The company did not carry out post-event surveys, but unofficial verbal feedback was gathered from the delegates.

"The Champions Club overseas incentive has created an all-year-round 'buzz' within KFC UKI," says Acutt. "This incentive is open to all RGMs and everyone wants to stand up in front of their peers and be acknowledged with the biggest accolade - to be a member of the Champions Club. Attending these amazing trips is the cherry on the top."

KFC is currently planning its 2012 trip and the destination will be announced at the RGM conference on 31 January.

FACTFILE
Company: Yum Restaurants International
Event: Champions Club incentive
Group size: 30
Agency: Conference Initiatives
Date: 2-6 May 2011
Venue: Media One Hotel, Dubai

TIMELINE

  • June 2010: Planning starts on the 2011 event
  • July 2010: Destination and hotel are confirmed
  • 1 February 2011: The winners are at the RGM conference at Celtic Manor
  • 2 May: Event begins

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Why wellness isn't just for delegates

Why wellness isn't just for delegates

From taking time to see the sights to apps that help your sleep patterns, Top Banana's Ian Cooke has some wellbeing tips.

7 lessons for event planners from... Brexit

7 lessons for event planners from... Brexit

We asked industry figures what the Brexit process has taught them about planning and executing big events.

Inntel hires new head of business travel

Inntel hires new head of business travel

Senior appointment will manage business travel operations teams and mentor the agency's business travel consultants.

5 ways to bounce back from travel sickness

5 ways to bounce back from travel sickness

Wellness expert John Ayo shares his health tips to make sure you and your event don't have to suffer.

What's the biggest challenge for corporate event planners?

What's the biggest challenge for corporate event planners?

Panel of experts at Cvent Connect examine what will affect in-house event professionals most during the next three years.

Marketing budgets cut for the first time in seven years, says Bellwether Report

Marketing budgets cut for the first time in seven years, says Bellwether Report

Total marketing budgets fell in the third-quarter amid economic and political uncertainty, but outlook for 2020 is positive.

Event agency wins Best Business award

Event agency wins Best Business award

Sleek Events hailed as 'outstanding with year-on-year growth' by Best Business Women Awards.

Case study: Unbound's festival of innovation

Case study: Unbound's festival of innovation

Light Fantastic produced the two-day showcase featuring immersive experiences, hackathons and talks.

The Creative Engagement Group hires three senior creative directors

The Creative Engagement Group hires three senior creative directors

Agency brings in new staff to strengthen its creative team for live experiences, communications, interactive and immersive content.

Why flexible working is vital for parents in events

Why flexible working is vital for parents in events

Modern approaches to work are good for staff wellbeing and business goals, says The Creative Engagement Group's Russ Lidstone.

LATEST JOBS