If at first you don't succeed...
Kentucky Fried Chicken, which became KFC, in part because the company was looking to present a public image that did not so clearly identify with fried (see unhealthy) foods, is launching a new grilled chicken menu even though previous attempts have failed.
Richard Hopkins, president and part owner of two KFCs in Whittier, CA, told the Pasadena Star-News that the addition of the grilled chicken amounted to "a revolution" for the chain owned by Yum! Brands. "There's a huge demand for a healthy product," he added.
According to Mr. Hopkins, KFC tests of the grilled chicken menu in Austin, Colorado Springs, Indianapolis, Jacksonville, Oklahoma City and San Diego over the past two years has the company and its franchisees excited about the prospects of the new items.
KFC developed the new grilled chicken over a six-year period. Roger Eaton, president of Yum! Brands, told Bloomberg News, "The technology has developed over the years to give us the taste and flavor we were unable to produce in the past. We've been able to create a product that can stand beside our original recipe."
Ron Paul, president and CEO of Technomic, doesn't see grilled items cannabilizing KFC's fried chicken offerings. "It's to gain some attention, to give consumers a reason to try something different," he told the Star-News. "It's a logical time to do it."
Steve West, an analyst with Stifel Nicolaus & Co., told Bloomberg News, "This will really help eliminate some of Mom's veto vote. It will get people thinking about KFC as a place to go for healthier items."
KFC plans to introduce the new menu with a full-page ad in USA Today on April 24. It also plans to distribute roughly 4 million free samples of the chicken on April 27. The company's ads, billboards and in-store signage will include the tagline: "Unthink what you thought about KFC," according to Mr. Eaton.
Discussion Questions: Are consumers ready to buy grilled chicken at KFC? What will it mean for the fried items on the KFC menu?