PRODUCT STRATEGY
1. LOGO1952
1978
1991
1997
After 2006
2. PRODUCT LINE
Whether you're taking back lunch or bringing back dinner, KFC has all your favorite chicken, salads, sandwiches, snacks, sweets and sides.
Chicken
Kentucky Grilled Chicken
Kentucky Grilled Chicken is marinated and seasoned with a savory blend of six secret herbs and spices and slow-grilled to juicy perfection. The cooking process includes a blend of spices that is proprietary to KFC and utilizes custom-designed, patented ovens, making it KFC’s second secret recipe.
Original
Original
It's what made Colonel Sanders and KFC famous. He developed the secret formula of 11 herbs and spices in the 1930's in Corbin, Kentucky, and it still defines the irresistible flavor of KFC today. We bread juicy pieces of chicken in this world - renowned seasoning and lightly fry it to golden perfection. With such a rich history and defining taste, it's no wonder the Original Recipe is so proudly guarded.
Extra Crispy
This is for anyone who believes that the crunchier and crispier
their chicken is,the better. KFC's Extra Crispy chicken is freshly prepared with a flaky breading and then fried to a crispy golden brown. You'll even hear the crunch as you bite through the crusty coating and get to the mouthwatering, tender, juicy chicken.
Wings
Our meaty chicken wings pieces are lightly breaded in our special seasonings and fried to crispy perfection. They're great for lunch, dinner, or even while you're tailgating before the big game.
Original Recipes Strip
KFC Original Recipe Strips are juicy, boneless white meat chicken strips featuring the Colonel's secret blend of 11 herbs and spices. It's KFC's Original Recipe in a form that fits your active, on-the-go lifestyle.
Extra Crispy Strips
Juicy, 100% all-white meat chicken breast, marinated and double-breaded in our special seasonings. They're great for dipping in one of our flavorful sauces.
Popcorn Chicken
Bite-sized pieces of all-white meat chicken, marinated for a tender inside and breaded for a flavorful, fun crunch on the outside. A great snack for adults, and a fun way to please picky kids.
Pot Pies
Plated Meals
Breast Meal
The Colonel’s world famous chicken takes center stage with a 100% all- white meat chicken breast, your choice of two home-style sides, and a flaky buttermilk biscuit.
Wing Meals
Make a meal out of these tender, juicy, 100% all-white meat wings that are marinated and breaded in our special seasonings then drenched in your favorite flavor -choose from Honey BBQ, Fiery Buffalo, Sweet n’ Spicy, or Tangy Teriyaki. Your meal also includes your choice of two home-style sides, and a flaky buttermilk biscuit.
Flavors & Snacks
Extra Crispy Strips
Juicy, 100% all-white meat chicken breast, marinated and double-breaded in our special seasonings. They're great for dipping in one of our flavorful sauces.
Wings
Our meaty chicken wings pieces are lightly breaded in our special seasonings and fried to crispy perfection. They're great for lunch, dinner, or even while you're tailgating before the big game.
BOWLS
Mashed Potato Bowl
Mashed Potato Bowl
We start with a generous serving of our creamy mashed potatoes, layered with sweet corn and loaded with bite-sized pieces of crispy chicken. Then we drizzle it all with our signature home-style gravy and top it off with a shredded three-cheese blend. It's all your favorite flavors coming together.
Chicken & Biscuitbowl
Our new bowl is a blend of mouth-watering KFC flavors and textures all layered together. We start with our signature mashed potatoes layered with sweet kernel corn and loaded with bite-size pieces of crispy chicken. Then we top with our home style white pepper gravy and sprinkle with our shredded three cheese blend. For the final touch, we tuck a buttermilk biscuit in the side.
SANDWICHES
Doublicious
Doublicious
The latest sandwich from KFC combines a savory boneless chicken filet with a sweet Hawaiian Bread bun for a one-of-a-kind taste combination. Available in Original Recipe
KFC Snacker
This is one of our most popular sandwiches. It's an all white meat chicken strip double-breaded for extra crispy crunch, topped with fresh lettuce and the Colonel's signature sauce, served on a warm sesame seed bun.
DESSERTS
Double Chocolate Chip Cake
Double Chocolate Chip Cake
When the whole family gathers 'round the dinner table, you need a family-sized dessert like this moist chocolate cake, drizzled with white icing. It's a delicious way to keep everyone at the table smiling.
Bucket Parfaits
njoy spoonfuls of KFC's creamy and delicious layered parfaits. Available in four flavors: Fudge Brownie, Chocolate Crème, Lemon and Crème Strawberry Shortcake.
SIEDS
Mashed Potatoes & Gravy
Mashed Potatoes & Gravy
Whipped Mashed Potatoes with delicious brown Gravy. They go together like the Colonel and KFC.
Home -Style Biscuits
These freshly baked, warm, buttery, flaky, buttermilk biscuits have become one of the most popular items on the KFC menu.
3. BRANDING
A focus on creating awareness of the value of products made in society. It made to meaning of brand has more worthy of recognition as a Branding Culture. KFC brand is one as well brand it has been most popular of fast food are long time when people consider the fried chicken, they consider KFC Fried Chicken of Colonel Harland Sanders. These thing are feeling of consumers that recognition from experience and reliability make them hard to change.
Brand Value
From The analysis of the value of brands KFC include.
1. Famous
It’s well know that KFC is the world’ s famous. In 2008, there are ranked KFC brand in the 60’s of the world.
2. Relationships
Focus on construct to relationships between family members. There is one article that Sanders said "Sunday Dinner, Seven Days a Week." Not just because he wanted to share his mouth-watering food - but because he knew the most important thing at the dinner table is family”.
3. Happiness
Beside this, focus on constructed to relationships between family members. KFC is the beginning of happiness overflow menu and as part of the happiness to everybody.
4. Difference
The difference of flavor and delicious that original secret recipe is longtime.The difference of decoration and design, using the power of red which makes it stand out and fit.
5. Quality
The quality of price, using strategy of setting prices not too high for raising up the level and to ensure that these foods are not junk foods. And important, there is C.H.A.M.P.S standard for certificate of restaurant’ s quality that using around the word.
6. Delicious
The original recipe of delicious. Thus, provides a very meticulous for every step of production. So, It made the flavor so delicious and very popular around the world.
C leanliness restaurant is clean.
4. TARGET GROUP
The target group of KFC from old consumer that is the most family. But on the otherside, It also focuses on communicating with new age in terms of marketing communications to build a brand through advertising on television and coupled with a new menu all year round. In the past, the proportion of young people and working people up to 60% and family groups, 40%. In the past, there are new age group and working people only 40% and family groups only 60%.
5. POSITIONING
C.H.A.M.P.S is guidelines to help all of restaurant a favorite of people around the world. C.H.A.M.P.S is to understand the real demand of consumers and we will respond to the demand of customers because everyone in the organization is committed to the principle of "Consumers is God". The most important thing that we can do is emphasize to consumers fully.
Beside this , We also have training that is standardized throughout the world for support excellence. We explore the expectations of our consumers include:
H ospitality the service warmth and friendly.
A ccuracy exact unit of food and change.
M aintenance shop and equipment has been well maintained.
P roduct quality service with excellent food quality.
s peed service with quickness.
s peed service with quickness.
6. KEY SUCCESSFUL OF KFC BRAND
The strategy will be successful until the KFC brand is 60 (Interbrand). Why KFC is emerging as the world's top 100 brands, which is not surprising, because KFC brand has set the standard for quality of food that is fresh all the time. So, consumer are get fully benefit from the fried chicken. Both in terms of taste and nutrition. Besides, with new menu to match the taste neutral access to all countries by the same standard.
To step into a Global Brand of KFC is not easy .KFC needs to do more than a strategy to reach this point. First, access to target group of consumers as well by branching out in many spots and there are variety to appease the lifestyle and passion of individual consumers that is more specific and communication to the media in marketing to use the full 360-degree media such as advertising on television or whether it is the Above the Line and Below the Line to cover most of the marketing communication. Then, it also underscored the internet. And important, communication through direct mobile phones to consumer even more. Besides, KFC is trying to create a new image will be a healthy product by taking new menu to expand to target group of consumer who take care them health. These promotion are key factors for successful of KFC brand. These thing are factors bring to world’s top brand and consumers are accept this brand for a long time. No one was surprised at the KFC brand into a world of professional fried chicken.
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