KFC Goes on Offensive in Southern California Grilled Chicken Wars
UNFried side of KFC makes good on its promise of a great-tasting grilled chicken, and says Southern California competitors are taking notice.
-- Chain Leader, 4/21/2009 9:13:00 AM
PRESS RELEASE: LOS ANGELES--(BUSINESS WIRE)--If you can successfully please grilled chicken fans here, you can please them anywhere.
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Kentucky Grilled Chicken hits menus today in more than 5,000 KFC stores in the U.S., including 325 throughout Southern California. The new line is marinated, then seasoned with KFC's famous secret herbs and spices, and slow-grilled to juicy perfection. Kentucky Grilled Chicken breast, drumstick and wing pieces have just four grams of fat and only one gram of saturated fat each.
"We're making it easier for our customers to pursue balanced diets and lifestyles without sacrificing the great taste of KFC," explained Ed Thomas, KFC franchisee and president of the Southern California KFC Advertising Association. "The most ambitious new product offering in our history, Kentucky Grilled Chicken is the only slow-grilled, balanced option that offers the unmistakable KFC flavor that customers know and love."
"Of course, nowhere has Kentucky Grilled Chicken been better received than in health-conscious Southern California," Thomas added. "This is ground zero in the grilled chicken movement - so KFC is gearing up to take Southern California by storm."
With more than 700 competing chicken restaurants operating under various brands, Southern California is regarded as the nation's chicken restaurant capital, as well as the epicenter of the movement toward grilled, balanced menu options. What happens in this five-county region from a product and marketing standpoint often serves as a bellwether for the rest of the country.
According to Thomas, Southern California ranks among the first in sales for KFC. Reflecting the competitive nature of the region, participating KFC stores in Southern California will be offering four free drumstick and thigh pieces of Kentucky Grilled Chicken with the purchase of every eight-piece or larger KFC meal May 4 to May 31. The promotion is exclusive to Southern California but excludes Palm Springs and San Diego.
"We're so confident that Southern California KFC fans will love the slow-grilled taste of Kentucky Grilled Chicken, we're giving away four free drumstick and thigh pieces with every eight-piece meal or larger of KFC Original Recipe(r) or Extra Crispy(r)," said Thomas.
Kentucky Grilled Chicken is being launched with a comprehensive national print, broadcast, outdoor, in-store and social media marketing campaign that includes aggressive media partnerships nationally and in Southern California. The public will be asked to "UNThink KFC" and to "Taste the UNFried Side of KFC." A separate "UNThink KFC" website (www.unthinkfc.com) has been created, and the brand's industry-leading Facebook fan page will be engaged.
This week, Kentucky Grilled Chicken was previewed at the landmark Friars Club in New York (unofficially dubbed the "UNFriars Club" for the event), where famous celebrity roasts take place. Another event highlight is the April 27 "UNFry Day" event which will allow customers throughout Southern California and the country to sample a free piece of Kentucky Grilled Chicken at participating KFC locations.
Free piece of Kentucky Grilled Chicken offer is valid at participating KFC(r) restaurants April 27th only. Limit one free piece per person. Free-piece selection is at manager's choice and may vary by location.
For more information on Kentucky Grilled Chicken, go to the "UNThink KFC" Website at www.unthinkfc.com or www.kfc.com.
ABOUT KFC
KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe(r), Extra Crispy(tm) and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. There are more than 14,000 KFC outlets in more than 80 countries and territories around the world, serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky.
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