KFC saw the most growth last year among low-income consumers after launching an “always-on value strategy.”
In its bid to win over value-seeking consumers, KFC today introduced a “Taste of KFC Deals” value menu, with offerings starting at $4.99. The KFC Deals, available in-store and digitally, include:
$4.99 Meal for One: Two pieces of chicken (drum and thigh), mashed potatoes and gravy, and an extra biscuit for $4.99.
Meal for Two: four pieces of chicken (drum, thigh, breast, wing), mashed potatoes and gravy, two extra biscuits. Prices vary by location, but in the Louisville, Ky., market, it is available for $10.
$20 Family Meal: Six pieces of chicken (two drums, two thighs, one breast, one wing), four individual sides, and four extra biscuits.
Taste of KFC Deal: Available only on Tuesdays and as a temporary offer, this $10 deal includes a bucket of eight drums and thighs.
"We created a value menu that actually has value. The new Taste of KFC Deals menu proves you don't have to sacrifice quality or taste to save on food spending,” CMO Nick Chavez said in a statement.
KFC also continues to offer its $20 Fill Up Box, first introduced in 2022, which includes four pieces of chicken, 12 nuggets, a side of Secret Recipe Fries, four biscuits and four dipping sauces. Further, the chain has three ongoing digital exclusive value offerings, including the 50-piece nuggets for $25; a six-piece chicken and nuggets family meal for $24.99; and an 8-piece chicken and eight tenders Fill Up for $30.
During a recent interview, Chavez noted that value has become a bigger priority for the chain, adding that digital offers have become an effective way to grow a value audience.
“We want to be always staying on with value – for both core and new items – so we can really drive repeat visitation and frequent visitation. There are multiple ways to attain that value. We look at it from an omnichannel perspective – however the customer wants to interact with KFC, are we offering good value for the money for that vehicle?” Chavez said. “We know our digital customer is a more valuable customer to us – they come in more frequently, they buy more food, so we’re aggressively trying to acquire new app downloads.”
Of course, several chains are striving to attract value seekers as consumers balk at relentlessly high menu prices. In the past month alone, McDonald’s, Burger King and White Castle have all promoted bundles, for instance, while Jack in the Box launched a $5 Jack Pack bundled meal earlier this year. For KFC, the chain found success last year after introducing value offerings like its nuggets, bowls, and two-for-$5 wraps. Q2 same-store sales were up 5%, for instance, driven by its “always-on value strategy,” according to David Gibbs, CEO of parent company Yum Brands.
“KFC U.S., in the quarter, their most growth was seen in their low-income consumers because they had always-on value for the quarter,” he told analysts.
Low-income consumers have become a coveted demographic for QSR chains, as companies like McDonald’s and Wendy’s have reported a drop in traffic among those consumers, who make up a significant portion of QSR business.
Contact Alicia Kelso at [email protected]
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