Kentucky Fried & Grilled Chicken
April 3rd, 2008
No, I’m not kidding. Via Brand New (via Nation’s Restaurant News):
In a potential departure from its long heritage, KFC Corp. will give franchisees the option of rebranding their stores “Kentucky Fried & Grilled Chicken” as part of the scheduled rollout of a nonfried product now in widespread tests.
Does anyone else find this ridiculous? How about all the other chains, maybe they should rethink their names too. How about Burger & Chicken & Breakfast & Salad King or Taco & Burrito & Godita Bell? Come on.
I realize that KFC (or now is it KFGC?) is struggling right now. And I also realize that they need to add healthier options to their offerings. But does it really call for a drastic name change?
There is a lot of equity in the KFC name and I’m not sure this was the best choice. And if we are doomed to relive the past, as they say, then this part from the article is telling:
However, some franchisees are known to be unconvinced and have cited consumers’ consistent preference for KFC’s fried signatures. That led to the Colonel’s Rotisserie Gold line being plucked by the chain in 1996, three years after $100 million was spent on introductory promotions.
Other posts by Spike.
BIG Kahuna says:
Thank you Spike for making me laugh this AM. You really have to wonder about the “Executives” that run some of these pretty large companies.
Maybe they should change the name to: Kentucky Fried Boneheads.
I will follow up with a post on my blog on this ridiculous move!
April 3rd, 2008 at 6:29 amMr. Steve says:
Oh for cryin’ out loud. Really? Look, when are these people going to realize that we don’t go to KFC to lose weight…we go because we occasionally need to drown out our sorrows with a bucket of greasy fried chicken with a bag of soggy biscuits. Why not just be proud of who you are? They got rid of trans fat, and I haven’t noticed a difference in taste, so why not just leave it there? Why the sudden shame about who they are and what made them famous?
April 3rd, 2008 at 6:56 amjohnmoore (from Brand Autopsy) says:
Oh my … KFC suffers from Brand Schizophrenia. It was Kentucky Fried Chicken for decades. Then KFC for a few years. Back to a few years with Kentucky Fried Chicken. And now … Kentucky Fried & Grilled Chicken.
Egads.
If KFC wants to run away from its Fried framing, why not change its name to KENTUCKY CHICKEN.
April 3rd, 2008 at 7:17 amBIG Kahuna says:
Stop making sense Mr. Steve.
Actually what they should do is go the other way. Showcase how greasy, sticky and yummy their fat chicken is. Just come out and say it. Chicken that packs on the calories as you lick your fingers!
We had a national vending client who swore up and down that their customers wanted “healthy snacks” in their machines. I told them to do a little research and testing before changing the machines over. They did. What do you think happened?
Snicker Bar sales skyrocketed! People say that want healthy choices but what they buy is another thing.
It’s cloudy on the island today…
April 3rd, 2008 at 7:20 amJenny says:
despite the fast food industry’s efforts to be healthy, fast food is not healthy. it never will be, no matter what they do to their menus and names. fast food is supposed to be greasy and bad for you. (hello! that’s why we like it!) and you’re not supposed to eat it seven days a week anyway. but i do happen to like the taste of grilled chicken better than fried in most cases, so i guess it’s cool they are going grilled, but changing the name of the whole joint is just stupid.
April 3rd, 2008 at 7:50 amJustin says:
I don’t think it’s a “rebrand” per se… just a funny way to promote their grilled stuff.
I like the goofiness of “& Grilled.” I think it’d be dumb as a permanent change, but I like the quirky absurditiy of the tacked on line and signage. Plus, I’d like having a grilled choice (although I haven’t had KFC in 15 years probably).
My girlfriend actually recently told me she was craving KFC. Maybe now I can go
April 3rd, 2008 at 10:56 amKyle says:
Well in all fairness their competition is Popeyes CHICKEN & BISCUITS… how can you compete with that?
April 3rd, 2008 at 11:15 amKentucky-fried-grilled-chicken « Palmetto PR Divas says:
[...] http://brainsonfire.com/blog/2008/04/03/kentucky-fried-grilled-chicken/ [...]
April 3rd, 2008 at 12:20 pmDeborah Malbone says:
This has to be the funniest thing I have read today. They have made their success for a zillion years because of the taste of the ever-famous friend chicken and now THIS. What they need to do is concentrate on customer service ( at least in my area and all of the other areas I have visited) and not worry about the one word that is not going to change anything other than where they had the oil to the chick-chick!
April 5th, 2008 at 10:27 pmStreetcom Blog » Blog Archive » Rebranding KFC i Pizza Hut says:
[...] Więcej na Brains on Fire Blog [...]
April 7th, 2008 at 6:30 amMiddleman says:
In the UK, KFC has found a novel solution to the “health issues” associated with its fast food outlets:
http://caughtinthemiddleman.wordpress.com/2008/02/14/it-doesnt-taste-like-chicken/
April 9th, 2008 at 2:42 am