Guest Post by: Emily Flake
When creating a global brand, it is important to maintain a positive image worldwide. Many companies do this through corporate social responsibility tactics. This can be defined as a company making strides to be ethical and promote fair practices. However, it does not stop there. Corporate social responsibility also includes reaching out through philanthropic efforts that positively impact both environmental and social causes. Yum! Brands is one such company that employs corporate social responsibility tactics to do good around the world and help to improve its image as a leading company.
Yum! is the conglomerate of Pizza Hut, Taco Bell and KFC, and it is based in Louisville, Kentucky. It has over 40,000 restaurants in over 125 countries worldwide. Because of its extensive reach, Yum! has needed to relate to the cultures that it has expanded into. It strives to appeal to the consumers by emphasizing its ability to give back. Key points that the company attends to include the health and nutritional needs of customers, feeding the world’s hungry, and being responsible and intentional in actions toward the sustainability of the environment and agricultural resources on which the business depends.
One program that Yum! has paired with is World Hunger Relief. This is an annual initiative that uses the resources and power of a global company to address and bring awareness to the issue of hunger. This is done through volunteerism and fundraising. World Hunger Relief benefits the United Nations World Food Programme, which feeds more than 90 million people in over 70 countries yearly. The initiative depends on donations. Through an extensive advertising campaign with Christina Aguilera as the spokesperson, the program continues to grow. One of the great things about this initiative is that it searches for areas that have the greatest need. These locations then receive more food and resources than others. Because of this, the program ensures that those that are starving will be cared for. Furthermore, Yum! donates two million dollars annually to this program, aside from the money that is received through external donations.
Along with the World Hunger Relief program, Yum! works to attain high environmental standards. The company continues to build new locations that are considered “green buildings.” They are energy saving and water conserving buildings that are built with sustainable materials. In 2013, Yum! was able to conserve more energy in 97% of stores worldwide. This resulted in the elimination of over 835,000 metric tons of carbon dioxide from the atmosphere. The company continues to implement water saving projects and with a savings of 355 million gallons, they have only reached 20% of their goal. This points to the fact that while Yum! continues to look for ways to improve the environment and community worldwide, just like anyone else, it deals with daily challenges that it must overcome.
KFC Malaysia, owned by Yum!, is one such example of the company practicing corporate social responsibility. It pushes for progress in environmental standards with the electric scooter delivery system. Instead of the traditional car delivery program we see here in the United States, KFC Malaysia delivery people ride scooters that emit zero carbon dioxide, smoke, or noise. They are recharged for continual use. Aside from cutting down air pollution, this delivery service also lowers costs for the company. Because of the success of the program, the company plans to extend the service to Pizza Hut locations as well. Such a service can be seen worldwide as a great way to cut back on pollution. I would not be surprised to see many other countries following in Malaysia’s footsteps.
The examples listed above are just a few of the ways that Yum! Brands gives back to the community and environment through corporate social responsibility. If other global brands can look to this brand leader and take anything away from its methods, we can look forward to a more socially and environmentally conscious world. Large corporations do not have to be the enemy. They, too, can work to make the world a better place.