KFC's big switch to KGC seems to be a hit. Yet people seemed surprised? It seems like the most natural progression and I only wonder why they didn't do this ten years ago.
McDonalds made the transition to healthier food options which include grilled chicken, salads and even apples. So why would grilled chicken be a mistake for KFC?
KFC's launch exploded on the scene with an offer for free chicken made on Oprah resulting with a fury of people flocking to KFC. The unfortunate hiccup was that the stores found themselves ill-prepared for the onslaught and were forced to turn people away.
KFC seemed to overcome the big Oprah giveaway fiasco but was it really a fiasco? KFC upheld their promise and offered rain check coupons for the free grilled chicken deal. It was the best PR they could have received that had the world buzzing about their new product. Good or bad, people were talking. I think one of the most talked about product launches in fast food that I can remember in fact becoming Twitter's most trending topic of the day as reported by Ad Age.
Other advertising initiatives that followed included celebrity endorsements and product placement on shows like Gary Unmarried. And now new packaging.
Introducing the Grilled Chicken lunch box. The $5 lunch is quite the genius idea competing in price and value for a fast food done healthy. Following Lorna's tips in her post, Mother Nature's Marketing, choosing a side of corn, baked beans, greens beans or my personal choice side salad which includes lots of diced tomatoes, add a bottle of water, juice or milk and you've got yourself some super foods for lunch for just 5 bucks.
Despite all the criticism, what it comes down to is sales. Before the grilled chicken launch, sales were down 7% from the prior year. Yum has recently reported an 8% increase in the US which they attribute to the Kentucky Grilled Chicken launch.
What's next for KFC? I'm hungry in the morning too? How about breakfast? Egg and cheese on a biscuit please.
Jan Pierret
