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KFC tests a new bowl as it focuses on attracting younger consumers

KFC’s accelerated cadence of boneless, portable, individualized product offerings is intentional as the restaurant chain looks to expand its consumer base.

Alicia Kelso, Executive Editor

September 26, 2023

2 Min Read
KFC Smash’d Potato Bowls. jpg
KFC is testing Smash’d Potato Bowls in Pittsburgh for a limited time. ThePhoto courtesy of KFC

KFC is testing Smash’d Potato Bowls in Pittsburgh for a limited time. The bowls include KFC’s Secret Recipe Fries, mashed potatoes with a warm cheese sauce, bacon crumbles, and a three-cheese blend, and are available for $3.49.

Customers can also add KFC’s new nuggets to the Smash’d Potato Bowl for $5.49. The nuggets were introduced in March as part of the chain’s intentional focus on recruiting younger consumers with menu offerings that are more relevant to them, such as its chicken sandwich, wraps and its $5 Mac & Cheese Bowl. The $5 Mac & Cheese Bowl was first introduced in 2019 and returned in 2022 at the $5 price point to promote a stronger value proposition. It was also brought back alongside the nuggets launch in March. Executives noted the product helped drive a positive 2% same-store sales comp. On a call to analysts, Yum Brands CEO David Gibbs said it’s a value offering without “just discounting our core product,” which interested a wide array of consumers.

Bowls have been a part of KFC’s menu since 2006, when the Famous Bowl was introduced, featuring mashed potatoes, gravy, sweet corn, crispy popcorn chicken and a three-cheese blend. More than 81 million KFC Famous Bowls were sold in their first 10 months on the menu, the company reported at the time. The company has iterated the Famous Bowl several times since, including in late 2022 for a $5 holiday promotion.

Related:KFC takes the spotlight for Yum Brands’ Q2

Younger consumers, including millennials and Gen Z, have been driving an increased demand for portability for the past several years, which has in turn driven an uptick in bowl options across chains large and small.

Contact Alicia Kelso at Alicia.Kelso@informa.com

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About the Author

Alicia Kelso

Executive Editor, Nation's Restaurant News

Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes.
Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America and Franchise Asia Magazine.
Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son.

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