KFC, Pizza Hut, and Taco Bell Plan NFTs and Metaverse Entries

Key Insights:

  • Three big names in the food industry have filed NFT and Metaverse trademark applications.
  • KFC, Pizza Hut, and Taco Bell follow in the footsteps of McDonald’s that went Metaverse for the Lunar New Year.
  • More are likely to follow to ensure they don’t miss out on NFT and Metaverse opportunities.

Despite continued government and regulatory scrutiny, more and more mainstream names are going virtual.

NFTs enable greater consumer engagement, with the Metaverse offering boundless opportunities and boundaryless revenue streams. Decentraland (MANA) and the Sandbox (SAND) are the two big Metaverse names.

In February, JPMorgan projected a $1 trillion Metaverse, indicative of the furor surrounding the Metaverse. The NFT space and the Metaverse have seen activity pick up markedly in recent months. Mainstream players are filing NFT and Metaverse-related trademarks to avoid being left behind.

Fast-food Giants File NFT and Metaverse-Retailed Trademark Applications

It’s been a busy few months for Metaverse trademark lawyers. On Wednesday, Mike Kondoudis took to Twitter to announce Kentucky Fried Chicken (KFC), Pizza Hut, and Taco Bell trademark applications.

The fast-food names that fall under Yum! Brands filed trademark applications for their names and logos for:

  • Virtual foods + drinks
  • NFTs + NFT backed multimedia
  • Online stores featuring virtual goods.
  • Virtual restaurants with “actual and virtual goods”

Yum! Brands Follows McDonald’s and Other Big Names into the Metaverse

In February, McDonald’s entered the Metaverse, in celebration of the Lunar New Year and the Year of the Tiger.

McDonald’s partnered with Humberto Leon to dish out a zodiac collection in the Metaverse. For McDonald’s, it was consumer engagement at its best. Fans could view the Zodiac collection, have horoscope readings, relax in the McDonald’s lounge, light lanterns to release into the sky, and even give hongbao (red packets).

Since the Lunar New Year collaboration, McDonald’s also filed crypto, NFT, and Metaverse trademark applications.

Other food industry names, including Wendy’s, Panera Bread, Panda Express, Hooters, Dunkin Donuts, and Burger King, as well as Guy Fieri’s Flavortown, have also filed trademark applications.

The sheer number of applications filed this week alone suggests that a Metaverse Revolution is afoot. Other big names in the food industry will undoubtedly follow in what could also materially alter interaction with consumers.

According to Statista, McDonald’s spent approximately $654.7m on advertising worldwide in 2020. Direct access to consumers in the Metaverse would materially improve the bottom line for McDonald’s and other big ad spenders in the food industry.

Marketmind: The ECB’s Inflation Conundrum

A look at the day ahead from Tommy Wilkes.

Will it or won’t it become the latest central bank to warn that price pressures are more severe — and less transitory — than they appeared a few months ago?

The difficulty for the ECB is that it wants to maintain its ultra-dovish stance to boost the region’s economy, but at the same time, it must face up to inflation expectations that are running at seven-year highs above 2%.

The prospect of slowing economic growth and central bank policy tightening is flattening bond yield curves worldwide — taking longer-dated borrowing costs lower. Europe is no exception, with German 10-year yields on Wednesday seeing their biggest daily drop in eight months.

A busy day for central bank activity elsewhere too. The Bank of Japan delivered another dovish statement, projecting inflation to stay below target for at least two more years. It just reinforces the view it will lag others in dialling back crisis-mode policies.

The Reserve Bank of Australia, meanwhile, skipped a chance to buy a government bond at the heart of its stimulus programme, sending yields soaring above target and raising wagers it will become yet another bank opting for an early rate hike.

Supply chain disruptions continue to dominate the earnings season, with Volkswagen the latest carmaker to report lower-than-expected operating profit, partly because of the chip shortage.

Samsung reported its highest quarterly profit in three years but expect component shortages to affect chip demand.

Stock markets have pulled back, with Germany’s DAX opening 0.2% lower and Wall Street futures only marginally higher.

(For graphic on Euro zone inflation expectations – https://fingfx.thomsonreuters.com/gfx/mkt/xmvjolwdgpr/euro%20zone%20inflation.PNG)

Key developments that should provide more direction to markets on Thursday:

-ECB meeting

-German unemployment/prelim CPI Oct (4.4% Y/Y/ Reuters poll)

-Euro zone consumer inflation expectations Oct

-Norway Central Bank Governor Øystein Olsen speaks

-Emerging markets: Egypt central bank meeting

-U.S. flash GDP Q3 (2.8% Reuters poll)

-U.S. core PCE flash Q3 (4.5% Reuters poll)

-U.S. Initial jobless claims

-U.S. 7-yr note auction

-U.S. earnings: Allegheny, AllianceBernstein, Caterpillar, Comcast, Hershey, Mastercard, Merck, Newmont Mining, Moody’s, Royal Caribbean Cruises, T-Rowe Price, Yum Brands, Amazon, Apple, Gilead Sciences, Starbucks, United States Steel.

For a look at all of today’s economic events, check out our economic calendar.

(Reporting by Tommy Wilkes, editing by Sujata Rao)

Taco Bell to Hire 5,000 Workers at April Job Fair

The restaurant chain said outdoor hiring parties will take place at almost 2,000 U.S. restaurants on April 21.

The last such event by Taco Bell was held in November to fill 2,000 positions at 400 restaurants, CBS News had reported https://www.cbsnews.com/news/taco-bell-curbside-parties-jobs.

Restaurants and bars have added a large chunk of jobs across sectors in the last few weeks as more Americans getting vaccinated and additional pandemic relief money gave businesses more confidence to step up hiring.

KFC Owner Yum Beats Earnings Estimates on Online Demand; Target Price $125 in Best Case

Yum! Brands, the second-largest quick-service restaurant company in the world, reported better-than-expected earnings in the fourth quarter as Americans bought more fast food during the COVID-19 pandemic.

The holding company for Pizza Hut, Taco Bell, and KFC said its overall revenue increased nearly 3% to $1.74 billion, beating the Wall Street consensus estimate of $1.72 billion. Fourth-quarter EPS excluding Special Items was $1.15, an increase of 15%, beating the market expectations of $1.01 per share. Full-year EPS excluding Special Items was $3.62, an increase of 2%.

In 2020, digital sales hit a record of $17 billion, about a 45% increase over the prior year.

YUM‘s 4Q beat was driven by taxes as Taco Bell same-store sales & profits and KFC profits missed our estimates. Within 4Q results, we were most encouraged by development that exceeded our consensus-matching estimate, fueled by KFC international, and the resumption of share repurchases,” said Andrew M. Charles, equity analyst Cowen and company.

Yum! Brands shares traded nearly flat at $104.82 on Thursday. However, the stock rose about 8% in 2020.

Yum! Brands Stock Price Forecast

Eleven analysts who offered stock ratings for Yum! Brands in the last three months forecast the average price in 12 months at $113.18 with a high forecast of $125.00 and a low forecast of $103.00.

The average price target represents a 7.40% increase from the last price of $105.38. From those 11 analysts, four rated “Buy”, six rated “Hold”, and one rate “Sell”, according to Tipranks.

Morgan Stanley gave a base target price of $122 with a high of $154 under a bull scenario and $84 under the worst-case scenario. The firm currently has an “Overweight” rating on the restaurant company’s stock.

Several other analysts have also recently commented on the stock. Cowen and company raised the target price to $105 from $102. Yum! Brands had its price target upped by MKM Partners to $115 from $110. They currently have a neutral rating on the restaurant operator’s stock.

In addition, BidaskClub downgraded Yum! Brands to a sell rating from hold. Wells Fargo & Company upgraded to an overweight rating from equal weight and boosted their price target to $125 from $109.

Analyst Comments

YUM is a globally and brand-diversified, near all franchised, asset-light QSR brand owner. Transitioned to 98% franchised, reduced ongoing capex to $100 million, targets G&A at 1.7% of system sales and +100% FCF conversion. ‘New’ YUM is one of the only true large-scale growth opportunities for restaurants, in our view, and has significant exposure to the world’s largest developing markets (+35% EM); global comps running similar to peers pre-COVID-19,” said John Glass, equity analyst at Morgan Stanley.

“Valuation gap creates an opportunity given still strong fundamentals, in our view. Pizza Hut US fears reflected in the stock, but only 8% of op profit and in a bear case present little risk to EPS.”

Check out FX Empire’s earnings calendar

Three Top Restaurant Plays for 2021

National and international fast food chains have entered 2021 in a commanding position to recoup the balance of losses posted in 2020. More importantly, they’re likely to grow market share well above prior highs because tens of thousands of smaller operators have been forced out of business as a result of lockdowns and social distancing. It could take years for a new wave of restaurateurs to obtain financing, given the credit damage caused by bankruptcy filings.

Three top restaurant plays for 2021 offer few unexpected opportunities because they’re all household names that have survived and prospered during the pandemic. These big cap players have also established new delivery channels and expanded drive-through facilities in the last year, putting them in perfect positions to pick up the slack left by the departure of your favorite rib joints and greasy spoons.


Dow component McDonald’s Corp. (MCD) entered a steep correction in the fourth quarter of 2019 and fell to a three-year low in March 2020. The stock completed a round trip into the prior high and broke out in October but the rally failed, yielding mixed action into January. Price action settled on the 200-day moving average in December and has held that level, raising odds it will soon enter a breakout run, possibly fueled by declining infection rates in the United States.

Chipotle Mexican Grill

 Chipotle Mexican Grill (CMG) isn’t well-known in parts of the world but it’s now the second highest-capitalized restaurant chain, behind Mickey D. The burrito purveyor has posted better-than-expected numbers throughout the pandemic and now offers delivery, after resisting that revenue source for years. The stock broke out to an all-time high in December, after a three-month consolidation, and could post outstanding returns for investors in 2021.

Yum China

 Yum China Holdings Inc. (YUMC), Shanghai-based purveyor of KFC, Taco Bell, and Pizza Hut, was spun off from Yum! Brands Inc. (YUM) in November 2016. It’s now a $22 billion operation that’s outperforming the parent, breaking out to a new high in June when China emerged from the COVID-19 pandemic. The stock has continued to post new highs since that time, culminating in Jan. 11’s all-time high at 61.18.

For a look at all of today’s economic events, check out our economic calendar.

Disclosure: the author held no positions in aforementioned securities at the time of publication.

Yum! Brands Hits 52-Week High After Upgrade

Yum! Brands Inc. (YUM) is trading at a 52-week high in the first hour of Thursday’s U.S. session after Wells Fargo upgraded the stock. The holding company for Pizza Hut, Taco Bell, and KFC has suffered through a wild 2020, dumping to a four-year low in March and recouping 100% of those losses into November. However, it hasn’t recovered as quickly as rival McDonald’s Corp (MCD) and is still trading below September 2019’s all-time high near 120.

Pizza Hut Growth Stalls

Buying interest has also lagged Mickey D., with Pizza Hut’s U.S. growth stalling a few years ago due to massive competition for the popular fast food. The pandemic has stoked strong 2020 sales due to the explosion of delivery services but most analysts believe it won’t be sustainable. Meanwhile, Taco Bell and KFC are firing on all cylinders, posting sustained multiyear growth that defies the advice of nutritionists, professors, and other folks who care about our health.

Wells Fargo analyst Jon Tower upgraded Yum! to ‘Overweight’ on Thursday, noting “Coming out of a year unlike any other in modern history for the restaurant industry, we expect chains to benefit from pent-up demand and a consumer who is flush with cash to spend. We think this dynamic sets up particularly well for the casual dining space, with this sub-segment likely to see outsized benefits from independent closures, better in-store operating models, more efficient marketing spend, and a viable newer long-term sales channel”.

Wall Street and Technical Outlook

Wall Street consensus is mixed after a turbulent year, with a ‘Moderate Buy’ rating based upon 5 ‘Buy’, 6 ‘Hold’, and 0 ‘Sell’ recommendations.  Price targets currently range from a low of $97 to a Street-high $125 while the stock has opened Wednesday’s U.S. session just above the median $108 target. Additional upgrades or positive commentary between now and the Feb. 4 earnings report could power a rally into the Street-high.

Yum! Brands has nearly filled the October 2019 gap between 103 and 110. The first sustained uptick above that hole will be highly bullish, raising odds the stock will cover the distance up to August 2019’s all-time high at 119.72. However, accumulation readings are stuck at lower levels and a breakout will set off a bearish divergence, raising odds for a failure. The most bullish scenario, given this configuration, will be rangebound action that gives new investors time to jump on board.

For a look at all of today’s economic events, check out our economic calendar.

Disclosure: the author held no positions in aforementioned securities at the time of publication.