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Yum Brand tests new concept

Apr. 07, 2014 9:22 AM ETYum! Brands, Inc. (YUM) StockYUMBy: Clark Schultz, SA News Editor
  • A Yum Brands (NYSE:YUM) store in Arlington, Texas appears to be test run at creating a concept that could challenge Chick-fil-A.
  • The store has no KFC branding and features a limited menu built around a "hand-breaded" chicken sandwich.
  • Restaurant industry insiders note that a highly concentrated menu such as seen with Chick-fil-A or In-N-Out Burger can create a powerful brand reputation with consumers if done right.

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