KFC Doubles Down
For many families, a bucket of the Colonel’s chicken was one dinner that brought everyone together. It didn’t matter if the chicken was from Kentucky Fried Chicken, KFC, or Kitchen Fresh Chicken; each name represented finger lickin’ fun. Triggered by a carb counting country, Kitchen Fresh Chicken joined the bandwagon and attempted to convince consumers that their chicken was a healthier option. It seems this trend has now passed.
KFC is confidently challenging the pack and reverting back to their old ways. Perhaps they realized that consistent customers, the ones who provide profit, don’t care whether the food is lo-cal. They will eat it regardless. Or maybe KFC thinks that people don’t sit at home and crave a healthy fast food menu. Apart from their reasons, KFC has unveiled the holy grail of fast food sandwiches. It is the Double Down. Start with a piece of American cheese, add some bacon, then wedge it in between two pieces of fried chicken and you have a caloric masterpiece.
KFC’s Challenge
The Double Down is a challenge to America. Get something that KFC knows how to make. After all, fried chicken made them famous. They are challenging us like some southern steakhouse…“Can you put down this 96 oz. filet in 30 minutes? If so you win a free meal. Yeehaw!…” Maybe their approach isn’t this brazen, but if you can actually put the Double Down in its place, then you are KFC material.
The Kitchen Fresh Chicken fooled nobody. Everyone knew it was the same KFC. If you actually think that fast food can be healthy, then you won’t pay mind to the Double Down. That’s the genius part of this launch. They are sending separate messages to two different consumers. The quasi-healthy audience can still get their grilled chicken, while the dedicated consumers of KFC can get their beloved fried chicken. The Double Down is getting press as an abomination to the sandwich, but I can’t help thinking it’s what the public wants.
In retrospect, maybe the Kitchen Fresh Chicken idea of 2004 wasn’t the greatest launch; it may have muddled brand equity and been too late to the carb counting party. Either way, it seems that KFC is leading the pack once again. If the Double Down proves a success, prepare to loosen your belt, because a hefty barrage of consumers is sure to follow.
So why do you eat fast food? To feel fit or to feel full? Have you tried the Double Down yet?
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Category: Welt | Tags: Advertising, branding, chicken, Double Down, fast food, Kentucky Fried Chicken, KFC, Kitchen Fresh Chicken, marketing, Welt, Welt Branding 6 comments »
April 16th, 2010 at 8:55 am
Warning: The KFC Double Down Could Be Hazardous to Your Health…Thanks Susan Albers, we didn’t know that… http://www.huffingtonpost.com/dr-susan-albers/fast-food-health-warning_b_536627.html#postComment
April 16th, 2010 at 9:27 am
OH NO ITS BAD FOR YOU, OMG HOLY CRAP IM SOOOO GLAD SOMEONE TOLD ME BEFORE I MADE A HORRIBLE MISTAKE!!!!!!
ugh, I wish you stupid jerk off food nazis would get a f*cking life, seriously, stop worrying about what im eating and enjoying and go suck a tofu roll…
I had the double down, it was amazing, and you know what, im gunna go get another one today…so f*ck you food nazi assholes who keep harping on how bad it is…just shut the hell up…
April 16th, 2010 at 12:46 pm
Dan,
Thanks for providing your sterling insight, however, we are more food communist than fascist. We think everyone, regardless of your status, should eat the same meal every night at the same time.
I am afraid that you missed the point of this article. Nobody is telling you what to eat. In fact, this article is meant to highlight the trends in food consumption. Fast food is such a prevalent part of our lives that watching what they do provides marketers valuable insight into what society is doing. So, the Double Down is unhealthy, okay that’s fine. What we are interested in is that society is coming to terms with being overweight.
Maybe next time before you let your emotions get the best of you, you should evaluate what the other is saying.
Anyways, time for me to go to the gym and workout…
April 19th, 2010 at 1:16 pm
I agree, the challenge that they are presenting here wants to create a lot of hype about a sandwich that appears dangerous. The thing is, the Double Down sandwich is nowhere near as bad as the hype you are hearing is making it out to be. I think i KFC weren’t getting so much hype about this sandwich they would come out and say the challenge was really just to eat a sandwich without bread, but the general response to this sandwich is akin to the public’s amazement for the cardiac grill.
I certainly don’t recommend that you eat it, 540 calories are all too many for a sandwich, but compared to your other fast food choices… not too bad. There is more about this comparison here: http://youarenotafitperson.com/2010/04/14/surprise-surprise/
One question that I have for you though, is that I had heard the Kitchen Fresh Chicken rebranding was based not on an attempt to label their chicken as healthy, but caused by an inability to reach an agreement with Kentucky over the licensing of the state name. The story can be found here on snopes: http://www.snopes.com/lost/kfc.asp
April 19th, 2010 at 2:21 pm
Mark,
Thanks for responding to our blog. You make some valid points. As far as the KFC name situation you are correct. The name change did involve licensing. However, why did they choose Kitchen Fresh Chicken to represent the KFC? The connotation that fresh has with healthy is undeniable. Why didn’t they choose something like “Kickin’ Fancy Chicken”? Although there was a disagreement over the naming, Kitchen and Fresh were added because of the public sentiment; a sentiment that leaned towards healthier alternatives.
October 25th, 2011 at 5:14 am
Well, as we say, Dont put all your eggs in one basket. Thank you.