Will Yum! Brands Prosper Considering an Uptick in Website Hits? Yum! Brands (NYSE: YUM) has witnessed its stock lose 10.9% year-to-date, amid the broader market sell-off. However, after its first quarter results, which were quite off the mark, the franchisor has seen its stock rise 9.5% to date. Yum owns and operates the franchisees of Pizza Hut, KFC, Taco Bell, and Habit Burger Grill. YUM in the Current Scenario Due to geopolitical concerns, YUM decided to halt all operations in the invading nation and sold Pizza Hut’s Russian franchise to local operator Noi-M for $4.92 million. Moreover, the COVID-19-related lockdown in China has also affected YUM’s performance as China is the second largest market for YUM.