Since launching in the UK, KFC has become famous around the world for its Southern fried chicken coated in its secret recipe of eleven herbs and spices.
Between 2007-2013 KFC achieved incremental growth through a frequency model designed to encourage the brand’s heavy/medium customers to visit more often (transactions) and spend more per visit (ticket sales). However, following a decline in sales in 2013, marketing made the decision to drive future growth via a penetration strategy focussed on bringing in more light/lapsed customers.
To succeed at a penetration strategy, and attract more light/lapsed customers in, KFC needed to completely reinvent its approach to product innovation.
In searching for its innovations opportunity KFC got under the skin of its light/lapsed users, tapped into a big new Americana trend and leveraged its heritage to find the solution. The answer was the ‘Pulled’ chicken range (burger, twister and wrap) – KFC’s most important brand extension in recent years.
The new ‘Pulled’ chicken range took KFC from fried and fast to slow and pulled. A brand extension that created its biggest new product launch in recent history, drove incremental sales and set KFC up for a new wave of innovations to help secure its future growth.
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To book your table or to find out how to enter the next Awards for Excellence visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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