WHAT'S GOING ON WITH KFC!
A funny thing happen last night. There was an emergency situation with my neighbor. Her son was playing and broke his arm. Then her car battery was shot. She knocked frantically and I got my shirt and jacket and brought her and her son to emergency. My adrenaline was flowing and pretty hyper with hopes the little guy will be alright.
I was somewhat hungry, not from hunger but my nerves was shot.
I went to the local KFC. I ordered the chicken tenders as I didn't want to get all greasy in the car, something just simple and easy.
I was pleasantly surprised that my order came with 3 nice pieces of chicken tender, a small coleslaw, a biscuit for 5 bucks with 2 dipping sauces and a small drink.
Sitting in my car I was wondering about what happened to KFC.
At one time they were number 1 in the country. There was some competition but not at the magnitude like KFC. Bojangles, Churches were small regional operations. Chicken not too bad, Roy Rodgers was fantastic but never knew what happened to the company.
From a profitable standpoint, chicken has the highest profit margin. So, why not focus on the chicken business. Yes, KFC was going through changes from the original recipe, to crispy, whether it was a batter based coating to a very very crispy chicken that was very crunchy. But somehow, they haven't moved with changes. rather than focus on chicken purely, they started adopting various sauces from the South and sugar based sauces.
My question as KFC sat limbo with their brand, Popeyes has slowly taken more market share and Chick-Fil-A has dominated the fried chicken market?
My experience at KFC is often hot and cold. last night, the chicken tenders were fantastic. I had tried their chicken sandwich in competing with Chick- Fil-A. Critics raved the sandwich, then that's it.
The organization has spent millions on advertising but any given day at lunch, the parking lot is empty while lunch time at Chick- Fil- A is packed to the gills?
it is pretty apparent that the parent company has not given the attention that KFC needs. The overall impression of KFC is mundane to say the least, and the image is the same old Colonel's sign and walk-in. Market the new products, listen o consumers, adjust reinvent the brand and image and customers will come. Right now KFC is a prehistoric dinosaur waiting to die. Focus on the food first then worry about the building structure. Doesn't do any good to invest millions in restructuring in hopes that customers will come in droves. Customers come in droves because of the food.
by Chef Woo can at www.chefwoocanmaryland.com.