IBERSOL | Annual Report 2020

Counters KFC” programme, aimed at cre- ating and retaining talent at KFC, resulting in recruitment policies that increase restaurant retention skills. Besides the HeartStyles – Leading With Heart programme was also launched to train brand team managers to improve their workplace interpersonal relation- ship skills, this year we also added the “RGM#1” (Restaurant Gen- eral Manager) project, aimed at strengthening management skills, tutoring sessions and Unit Man- ager results presentations. As for Marketing, this year saw more promotional activity at the Everyday and Disruptive Value level, including the launching of several versions of the classic “Megabox” and new and innova- tive products such as the “Chi- cadilla”, the “Kentucky Cheese”, “Tower Double Bacon”, “Waffles”, and others. Promotion for the home Delivery service was also increased, with a five-week presence of television ads, in partnership with Glovo and UberEats, and a constant pres- ence of activation campaigns for new compositions and products that contributed to a high increase of brand notoriety. The digital part played a funda- mental role in getting the word out on restrictions and new require- ments related to Covid-19. A spe- cial mention should go to the in- creasing investment in Google My Business, an increase in the com- munications dynamic and boost- ing of Social Media and increased visibility derived from the partner- ship with the Peres Competições team, that continues to race with KFC colours in several Rallies, re- sulting in greater engagement with the fans and increasing the number of followers, as well as the reach and interaction level for KFC Portugal posts. During 2020, the brand also strengthened its partnership with the Continente Card, launching Menu10, an Ibersol Group loyalty programme based on the Conti- nent Card APP, with unique and differentiating promotional ad- vantages. 100