Kentucky Fried, Ah – Er…Not So Much
In a brilliant move to be like their competitors Kentucky Fried Chicken is now Kentucky Grilled Chicken. Read all about it here.
Here’s what their President Roger Eaton says, he spent years as part of the team tinkering with a grilled alternative, and the roll-out follows KFC’s longest market test ever. It will be backed by a marketing blitz.
I can’t wait for the “Marketing Blitz”, how exciting (insert sarcasm).
Okay for what seems like 200 years Kentucky Fried Chicken has branded itself with their “secret recipe”. It worked well and they clearly differentiated themselves in the marketplace, and still do. So why be like everyone else? Here’s what I would have done.
I would have embraced our “finger lickin’ chicken” fatness. If you want to lose weight or eat healthy go to Subway (that’s their positioning) but if you want some really great greasy comfort food that no one else can duplicate eat at Kentucky Fried Chicken. Yummy, sign me up.
Imagine if they just embraced their “fried” brand identity and then implemented their “marketing blitz”. It would fly in the face of health conscience people. Maybe their new tagline could be “Eat Here, Get Fat”. It’s not like we all don’t know what we’re getting into when we visit a KFC. We go there because we WANT it. We know it’s bad for us.
But sales have been down and McDonald’s sells lots of grilled chicken…
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April 14th, 2009 at 11:07 pm
I always thought it was hilarious that Kentucky Fried Chicken has tried to make their image more “health conscience.” They even changed their name for a while to KFC…assuming we would forget that the F stood for Fried. I like your suggestion of the “Eat Here..Get Fat.” It wouldn’t stop me from eating there, I love it!
April 28th, 2009 at 9:11 pm
All I can say is my husband and I tried the free grilled chicken yesterday and we both agreed it was delicious. In fact, it was so good, we both wondered if it was pressure-cooked in oil as their regular chicken because, it was tender and juicy “to the bone” as my husband said. He just said again now, “It was good.”