In 2002, Yum Brands grabbed onto the co-branding concept, theorizing that it could flourish in the U.S. if it simply cobranded its concepts with other concepts, thereby eliminating the veto vote.
Then known as Tricon Global Restaurants, the owner of KFC, Taco Bell and Pizza Hut bought two more chains, A&W Restaurants and Long John Silvers. Yum had already been working with the chains’ owner, Yorkshire Global Restaurants, to cobrand the concepts.
Yum paid $320 million for the chains, which at the time had a total of about 2,200 locations.
Yet cobranding didn’t quite work out the way its proponents had hoped and the two brands, which unlike Yum’s other three chains did not have a big presence outside the U.S., was soon an afterthought.
By 2011, Yum sold the chains for amounts so small they weren’t considered material to the company’s earnings.