Yum! Brands, Inc. (YUM)
YUM moved a median of +0.04% 30 minutes after news, and +0.02% by the close. How YUM actually reacts to news — the realized, point-in-time move the market made, measured across 578 labeled events over the last three years with zero look-ahead.
YUM’s median reaction, across the day.
| Horizon | Median | % positive | Events |
|---|---|---|---|
| 5-min | +0.02% | 53% | 578 |
| 30-min | +0.04% | 53% | 578 |
| 60-min | +0.01% | 50% | 578 |
| to close | +0.02% | 51% | 571 |
| Middle 50% of YUM reactions | -0.20% to +0.33% |
|---|---|
| Median reaction (30-min) | +0.04% |
| Measured reactions | 578 |
Half of all Yum! Brands, Inc. news events land between -0.20% and +0.33% at 30 minutes.
Reaction stats as of 2026-09-21. Newest measured event . Reaction = percent move vs. the price at the news timestamp.
How YUM reacts, by analyst action.
| Event | Events | Median 30-min | % positive | Median to close |
|---|---|---|---|---|
| Analyst upgrades | 37 | -0.10% | 46% | -0.41% |
| Analyst downgrades | 28 | +0.27% | 64% | +0.30% |
| Coverage initiations | 14 | -0.43% | 21% | -1.71% |
| Rating reiterations | 147 | +0.03% | 54% | +0.01% |
| Price-target raises | 41 | +0.08% | 63% | +0.27% |
| Price-target cuts | 26 | +0.15% | 73% | +0.29% |
Last 3 years, pulled 2026-09-21. Reaction = percent move vs. the price at the news timestamp. Counts and medians only. The same measurement runs across every name in the dataset. See how YUM ranks against every other measured name →
That’s how YUM usually reacts — get an email when it moves on news →Email me when YUM moves on news.
One email per qualifying move — the headline, the measured reaction, and how it compares to YUM's baseline. Nothing else.
Recent YUM events, each with its measured reaction.
| Date | Headline | Event | Source | 5-min | To close |
|---|---|---|---|---|---|
| KFC® Puts a Snackable Spin on its Iconic Bucket with $3.49* Go Buckets | Press release | PR Newswire | -0.08% | -0.60% | |
| KFC Debuts Open House in McKinney, Bringing the Kentucky Fried Comeback to Life | Press release | PR Newswire | +0.21% | -1.46% | |
| Yum! Brands, Inc. to Participate in the Barclays Annual Global Consumer Conference | Press release | Business Wire | +0.55% | -0.70% | |
| Form 8-K YUM BRANDS INC For: Sep 01 | SEC filing · Form 8-K | SEC EDGAR | -0.07% | -0.47% | |
| LongRange Capital Completes Acquisition of Pizza Hut from Yum! Brands | Press release | Business Wire | +0.00% | -1.05% | |
| Yum! Brands Completes Sale of Pizza Hut to LongRange Capital | Press release | Business Wire | +0.00% | -1.05% | |
| Form 8-K/A YUM BRANDS INC For: Aug 20 | SEC filing · Form 8-K | SEC EDGAR | -0.01% | +0.71% | |
| Yum! Brands, Inc. Declares Quarterly Dividend of $0.75 Per Share | Press release | Business Wire | +0.55% | +1.46% | |
| PIZZA HUT TEAMS UP WITH PEPSI® AND JOSH ALLEN TO REMIND FANS GAMEDAY STARTS WITH THE HUT | Press release | PR Newswire | +0.02% | -0.26% | |
| KFC® Debuts New Hot Ranch Big Dip, Taps IShowSpeed to Bring Big Dip Energy Nationwide | Press release | PR Newswire | +0.18% | +0.17% | |
| Form 8-K YUM BRANDS INC For: Aug 20 | SEC filing · Form 8-K | SEC EDGAR | +0.18% | +1.78% | |
| Monaire Becomes First HVAC & Refrigeration Management Solution Available Through Restaurant Supply Chain Solutions (RSCS) | Press release | PR Web | -0.06% | +1.75% | |
| Yum! Brands Appoints Former HanesBrands CEO Steve Bratspies to Board of Directors | Press release | Business Wire | -0.48% | +0.60% | |
| Bronstein, Gewirtz & Grossman, LLC Initiates an Investigation into Allegations Against Yum! Brands, Inc. (YUM) And Encourages Shareholders to Reach Out | Press release | ACCESS Newswire | +0.19% | +3.74% | |
| Bronstein, Gewirtz & Grossman, LLC Announces an Investigation Against Yum! Brands, Inc. (YUM) and Encourages Shareholders to Learn More About the Investigation | Press release | ACCESS Newswire | +0.01% | -0.01% | |
| Bronstein, Gewirtz & Grossman, LLC Encourages Yum! Brands, Inc. (YUM) Shareholders to Inquire about Securities Investigation | Press release | ACCESS Newswire | +0.01% | -0.06% | |
| Bronstein, Gewirtz & Grossman, LLC Encourages Yum! Brands, Inc. (YUM) Stockholders to Inquire about Securities Investigation | Press release | ACCESS Newswire | +0.02% | -1.00% | |
| Yum! Brands, Inc. (YUM) Investigation: Bronstein, Gewirtz & Grossman, LLC Encourages Shareholders to Contact the Firm to Learn More About the Investigation | Press release | ACCESS Newswire | -0.12% | +0.86% | |
| Bronstein, Gewirtz & Grossman, LLC Is Investigating Yum! Brands, Inc. (YUM) And Encourages Stockholders to Connect | Press release | ACCESS Newswire | -0.18% | — | |
| Yum! Brands, Inc. (YUM) Investigation: Bronstein, Gewirtz & Grossman, LLC Encourages Stockholders to Contact the Firm to Learn More About the Investigation | Press release | ACCESS Newswire | -0.34% | — | |
| YUM Investors Have Opportunity to Join Yum! Brands, Inc. Fraud Investigation with SBS Law | Press release | Business Wire | -0.34% | — | |
| Bronstein, Gewirtz & Grossman, LLC Announces an Investigation Against Yum! Brands, Inc. (YUM) and Encourages Stockholders to Learn More About the Investigation | Press release | ACCESS Newswire | -0.02% | -0.49% | |
| Form 8-K YUM BRANDS INC For: Aug 07 | SEC filing · Form 8-K | SEC EDGAR | +0.03% | -0.25% | |
| Form 8-K/A YUM BRANDS INC For: Mar 26 | SEC filing · Form 8-K | SEC EDGAR | -0.34% | — | |
| Yum! Brands Completes Sale of Pizza Hut China to Yum China Holdings | Press release | Business Wire | +0.03% | -0.25% | |
| Bronstein, Gewirtz & Grossman, LLC Encourages Yum! Brands, Inc. (YUM) Investors to Inquire about Securities Investigation | Press release | ACCESS Newswire | +0.10% | +0.81% | |
| Form 10-Q YUM BRANDS INC For: Jun 30 | SEC filing · Form 10-Q | SEC EDGAR | +0.55% | +2.71% | |
| Form 8-K YUM BRANDS INC For: Jul 30 | SEC filing · Form 8-K | SEC EDGAR | -3.35% | -5.46% | |
| Yum! Brands Reports Second-Quarter Results | Press release | Business Wire | -3.35% | -5.46% | |
| Yum! Brands Appoints Nai De Leon as Chief People & Culture Officer | Press release | Business Wire | +0.19% | +1.40% | |
| Yum! Brands Announces Q2 2026 Earnings and Conference Call Details | Press release | Business Wire | +2.51% | -1.64% | |
| PIZZA HUT INTRODUCES NEW THROWBACK VALUE MENU TO CELEBRATE ITS MOST ICONIC MENU ITEMS | Press release | PR Newswire | -0.90% | -1.26% | |
| KFC® Answers Fans' Calls (and Comments) With the Return of Popcorn Chicken, Reigniting Obsession Nationwide | Press release | PR Newswire | +0.01% | -0.23% | |
| Form 11-K YUM BRANDS INC For: Dec 31 | SEC filing · Form 11-K | SEC EDGAR | -1.19% | +0.89% | |
| Form 8-K YUM BRANDS INC For: Jun 16 | SEC filing · Form 8-K | SEC EDGAR | +0.96% | -0.31% | |
| LongRange Capital to Acquire Pizza Hut, Excluding Mainland China, from Yum! Brands | Press release | Business Wire | +0.96% | -0.31% | |
| Yum! Brands, Inc. Enters into Agreements to Sell Pizza Hut for $2.7 Billion | Press release | Business Wire | +0.96% | -0.31% | |
| KFC Launches Its Next Chapter Globally, Complete With New Menu Innovation, Modern Restaurant Design and Fresh Branding | Press release | Business Wire | -0.27% | +0.29% | |
| Yum! Brands, Inc. to Participate in the NYSE European Investor Conference in Association With Bank of America | Press release | Business Wire | -0.10% | -0.16% | |
| PIZZA HUT ANNOUNCES THE SUMMER OF HUT ORIGINALS - A NEW PLATFORM CELEBRATING THE ICONIC FOOD, EXPERIENCES AND FANS THAT MADE THE BRAND | Press release | PR Newswire | +0.65% | +2.99% | |
| Form 8-K YUM BRANDS INC For: May 28 | SEC filing · Form 8-K | SEC EDGAR | +1.04% | -0.31% | |
| Supergirl Summer Takes Off at KFC® with New Supergirl Ultimate Meal, Character-Inspired Sauce Showdowns and Must-Have Limited-Edition Collectibles | Press release | PR Newswire | -0.23% | -0.56% | |
| Yum! Brands Announces Retirement of Tracy Skeans, Chief Operating Officer and Chief People & Culture Officer | Press release | Business Wire | -0.18% | -0.77% | |
| PIZZA HUT DEBUTS NEW CRISPY PARM PAN PIZZA AND TURNS CRUST LEAVERS INTO CRUST LOVERS | Press release | PR Newswire | -0.02% | -0.02% | |
| Form 8-K YUM BRANDS INC For: May 14 | SEC filing · Form 8-K | SEC EDGAR | -0.08% | +0.28% | |
| KFC® Brings Back Popular Fried Pickles* and Introduces New 5 for $5 Tenders** Deal | Press release | PR Newswire | +0.17% | +0.06% | |
| Yum! Brands, Inc. Declares Quarterly Dividend of $0.75 Per Share | Press release | Business Wire | +0.37% | +0.16% | |
| Form 10-Q YUM BRANDS INC For: Mar 31 | SEC filing · Form 10-Q | SEC EDGAR | -0.07% | +0.16% | |
| KFC® Expands $10 Tuesday into a Weekday Bucket Lineup, Introduces Two New Sauces | Press release | PR Newswire | +0.06% | -0.04% | |
| Form 8-K YUM BRANDS INC For: Apr 29 | SEC filing · Form 8-K | SEC EDGAR | +1.34% | -0.76% |
Each reaction is the move the market actually made, measured from the news timestamp. Headlines link through to the YUM section they belong to.
Where else YUM is measured.
YUM earnings → · Analyst actions → · SEC filings →
Other Consumer Cyclical names, measured the same way
| Ticker | Events | Median 30-min | % positive |
|---|---|---|---|
| MICHAEL KORS HOLDINGS (KORS) | 580 | 0.00% | 50% |
| Papa John's International, Inc. (PZZA) | 580 | -0.20% | 41% |
| Intercontinental Hotels Group American Depositary Shares (Each representing one Ordinary Share) (IHG) | 576 | +0.03% | 52% |
| Wendy's Company (The) (WEN) | 569 | -0.11% | 45% |
Same sector, same measurement: percent move vs. the price at the news timestamp, read at 30 minutes. Sample sizes differ, so the medians are comparable but the confidence behind them is not.
All Consumer Cyclical names, measured the same way →
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Every name we’ve measured, in one place.
How the numbers are made.
How is Yum! Brands, Inc.'s median reaction calculated?
Every labeled YUM news event is measured from its own timestamp: the last trade before the news is the base price, and the move is read at fixed horizons — 30 minutes of trading, then the close. The median across 578 events is what this page reports. Point-in-time, zero look-ahead: no event borrows information from a later one.
What counts as a positive reaction?
Any event whose price move is above zero at the horizon, relative to the last trade before the news timestamp. 53% of YUM's measured events are up at 30 minutes; the rest close the window flat or negative.
How often is this page updated?
The news table refreshes automatically as new events are labeled and priced. The reaction medians are re-pulled in batches from the dataset — the figures here are as of 2026-09-21.
Does YUM's past reaction predict its next one?
No. These are realized facts about past events, not forecasts. They describe a distribution — they say nothing certain about any future move.