Kentucky Grilled Chicken
If at first
you don’t succeed…
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.
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
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.
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."
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."
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?
- KFC going
grilled – Pasadena Star-News
Brands Introduces Grilled Chicken at KFC Chain – Bloomberg News