KFC is now competing on calories

March 6, 2010, Posted by Brio Guy at 12:52 pm

Is KFC looking to use calorie counts as a competitive advantage?

They sure are! Having licked its once seemingly unshakable, automatic association with fried-only via this year’s highly successful Kentucky Grilled Chicken (KGC) launch, KFC is now out to woo calorie watchers.

KFC’s new “penny per calorie” campaign promotes a 395-calorie meal for $3.95: a KGC drumstick and thigh, green beans and mashed potatoes and gravy. Tagline: “UNTHINK. Taste the UNder 400 calorie side of [KFC logo].”

 

Furthermore, the Yum Brands QSR, which is shooting to “own” the grilled chicken segment, has a full line of KGC menu items in the product pipeline, according to KFC spokesperson Rick Maynard. KFC

The TV commercials for the 395-calorie meal, which began airing last month, make head-on calorie comparisons with specific items from competitive QSRs, including McDonald’s’ Premium Grilled Chicken Classic Sandwich together with its Snack Size Fruit & Walnut Salad (630 total, although the sandwich alone has 420 calories, according to McDonald’s nutrition site); Dunkin’ Donuts’ Honey Bran Raisin Muffin (500), and Subway’s 6″ B.M.T. sandwich (450).

(A post on KFC’s Facebook page boasts that KGC “even beat out the Snuggie!”) KFC’s Famous Bowl was selected as most memorable product launch of 2006. Read more

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Currently have 1 Comment

  1. gry planszowe sklep says:

    I’ve shared you article on digg, well written

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