KFC relaunched its Kentucky Grilled Chicken this week, with national advertising and coupons touting the improved items as having 20-percent larger breast pieces than the first Kentucky Grilled Chicken line introduced in 2009.
KFC spokesman Rick Maynard said national commercials began airing Sunday for the re-introduction and that the brand distributed a buy-one-get-one coupon for a free two-piece Kentucky Grilled Chicken dinner in last Sunday’s Parade magazine and USA Weekend.
But while the new line of grilled chicken is being marketed aggressively, KFC faces headwinds from quick-service competitors who are promoting their own chicken items heavily to take advantage of that protein’s more stable commodity costs.
Nevertheless, KFC executives are bullish on the new grilled chicken line.
Barry Westrum, KFC’s chief marketing officer, called the 2009 introduction of Kentucky Grilled Chicken “a defining moment in our brand’s storied history. Now, two years later, we’ve made this amazing product even better, including giving our customers the new, bigger white-meat breast pieces they crave — 20 percent larger.”
KFC’s grilled chicken is marinated, slow-grilled in custom-designed ovens and seasoned with a blend of herbs and spices kept as closely guarded as the chain’s Original Recipe, brand officials said.
VIDEO: KFC relaunches Kentucky Grilled Chicken
The original rollout of Kentucky Grilled Chicken two years ago created a stir when a national coupon promotion tied to the “Oprah Winfrey Show” caused a rush that overwhelmed the chain, forcing it to issue rain checks.
However, the large amounts of trial of grilled chicken did not turn into sustained sales growth at KFC.
In January 2010, KFC’s National Council and Advertising Cooperative, which represents KFC’s 650 franchisees, filed suit against the franchisor, claiming management ignored the franchise community’s calls to shift the brand’s ad dollars away from grilled chicken. In February, a judge in Delaware Chancery Court ruled that KFC Corp. and the franchisee cooperative were responsible for working together to determine marketing strategy.
Same-store sales at KFC have turned positive more recently, rising 1 percent in the first quarter of 2011 and the fourth quarter of 2010. But that was after struggling the prior four quarters, which suffered comparable-sales declines between negative 4 percent and negative 8 percent.
Other quick-service chains also have shifted their focus toward chicken recently as commodity prices for that protein have been lower and less volatile than those for beef.
Jack in the Box reintroduced its Really Big Chicken Sandwich Combo as a summer limited-time offer, and officials for CKE Restaurants Inc. credited hand-breaded chicken tenders and a new chicken sandwich with driving positive same-store sales at its Carl’s Jr. and Hardee’s brands in the first quarter.
In addition, Del Taco is promoting a $5 deal for two chicken burritos, while Captain D’s Seafood Kitchen now is serving and advertising three varieties of breaded-chicken sandwich.
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KFC’s Westrum expressed confidence that the 5,100-unit brand’s renewed commitment to grilled chicken and its sizeable system would lead to strengthening performance.
“Our name is Kentucky Fried Chicken, but no quick-service restaurant chain in America sells more grilled chicken on the bone than KFC,” Westrum said. “We’re proud of that.”
Louisville, Ky.-based KFC is a division of Yum! Brands Inc., also based in Louisville.
Contact Mark Brandau at [email protected].
Follow him on Twitter: @Mark_from_NRN
