KFC has very good ready-to-eat and ready-to-heat fresh prepared grocerant food and at one point in time owned this niche. Clearly, Yum Brands continues to capitulate market shares in the United States including at KFC. This can happen to any company that focused more on international growth than foundational home based customers.
However, without evidence of a cohesive contemporize consumer focused strategy KFC or is it Kentucky Fried Chicken does have a successful tactic. That tactic alone will not produce the 20+ percent same stores sales increases that Boston Market is showing with a new strategy and customer focused positioning.
KFC rolled out what is believed to be the first Quick Service Restaurant reusable food container. The container is used to “package side dishes and was first introduced in five markets last May. It's now being used in South Florida and will be in all restaurants across the country by early 2011.”
In fact the container “was honored as a winner in the 2010 Greener Package Awards and features a clear bowl with a red lid embossed shown above. It's safe in the microwave and top rack of the dishwasher.” We all understand that the consumer is dynamic not static and brands must be as well. Since I am a fan of KFC I hope that this tactic will be rolled into a consumer focused strategy.
When branding and product positioning are blended into the daily life of the consumer in a positive proactive way, the brand and the consumer are all the better.
http://www.foodservice.com/articles/show.cfm?contentid=5512&title=Roll, Roll, Roll, Away Roller Grill!
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