KFC, Are You Kidding?
When I was a kid, I loved Kentucky Fried Chicken. I loved Colonel Sanders. They were the best branded company sitting practically by themselves with little or no competition. Yes, they have evolved numerous times with various styles of frying batter. But they dominated the fried chicken market back then. They probably believed that if its not broken why change it and for many years, they stayed on a straight course.
Little competition from Churches fried chicken and Bojangles were ok but more regional. KFC senior management felt that they were the dominant fried chicken, "let's go over seas" and they did. They built up a presence in Asia. Revenues went through the roof but while they were focusing internationally, the competition took advantage of KFC's complacency. Popeyes's a regional player was in the Southeast, Chick Fil A, a regional name in the South, They already had a devoted following already established. They believed that the North and Northeast needed to be tapped, so they worked themselves slowly towards the Northeast. They knew that there would be more cynicism up there but they were willing to give it a try.
Meanwhile KFC held the line with minor changes. They tried different styles of regional fried chicken, then they came up with the chicken sandwich. which was highly reviewed and came through with flying colors. Yes, they had a chicken sandwich that was just as good as Chick Fil A. They failed to market this product with an extensive marketing campaign. Why? Well, they for the most part kept everything the same.
Then Popeye exploded with their crispy chicken Southern fried chicken with a spicy brand of fried chicken. I switched and got hooked on Popeye's fried chicken. Then Chick Fil A exploded too with their chicken sandwich. The combination of excellent customer service and a great product has made Chick Fil A #1. So, we have Popeye's chicken and chicken sandwich and Chick Fil A chicken sandwich.
So, is KFC worried? You bet? They are now so desperate now that they will do anything the revive the brand. The Marketing executive in charge of this should be fired. The new campaign features Croc shoewear with a drumstick as a bow. How the hell did this guy get paid to make this campaign. Smelly crocs? how negative for Croc to partner with KFC. I know Croc's popularity is going down the tube but to partner with KFC also a dying dinosaur and the connotation of smelly feet with chicken does a total disservice to KFC brand.
There is nothing positive about the nee campaign. 2 dying brands moving downward trying to revitalize themselves? Are you kidding? Millennial generation are not Croc buyers and if you had a choice, they would choose Chic Fil A or Popeye's.
KFC, what are you doing? Get back on track and highlight your chicken sandwich which you received rave reviews. Spend the money from your international operation for cryin out loud!!!!!!!
But I know big corporations will take years before they realize what I'm saying here.
By Chef Woo Can at www.chefwoocan.com
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