Many regular readers of this blog know that KFC stands for Kentucky Fried Chicken. KFC was one of the very first grocerant niche players offering Ready-2-Eat meals by the bucket or box for one or for the family that could be customized and personalized.
Our own Grocerant Guru® has lamented on many a blog that somehow they have lost thier mojo, customer focus, and since of position even within the chicken category. Well our team at Foodservice Solutions® believes that they could be about to turn the corner and regain some of what was lost.
Steven Johnson our Grocerant Guru® stated “KFC is Looking A Customer Ahead with its new Limited Time Offer (LTO) that is being tested outside of the US in India. Without out doubt the KFC Watt a Box will drive customer adoption and increase brand awareness anywhere they roll it out.”
KFC has improved on its 5-in-1 Meal Box in India with a new feature that lets you charge your phone while you eat. The “Watt a Box” comes with a built-in power bank and USB cord. This is a limited-edition item that will be gifted to select customers at certain KFC locations in Mumbai and Delhi, though KFC India’s website warns that the offer is not valid in airport outposts and in Medicity, a medical institute in Delhi”
Ok so there are some location limitations but they sound reasonable. More import is the fact that the value added utility of the box, the value of expanding the brand with relevance, combined with garnering a new platform of consumers, this LTO is on target, on message, and packed with relevance for young and old alike.
Lluis Ruiz Ribot, told the Times of India. “With the launch of the Watt a Box, we have gone a step ahead and also introduced an element of utility into the box.” This isn’t the first time that KFC has added a techie touch to some of its menu items. Last summer KFC celebrated its 60th anniversary in Canada with the “Memories Bucket“—a Bluetooth-enabled bucket of fried chicken from which you could print out photos you take on your phone.
A KFC spokesperson told Fortune that the Watt a Box initiative is exclusive to India and, “At this time, we do not have plans to bring it to the U.S.” If you’re a KFC franchisee I suggest you call corporate and get the Watt a Box LTO in your stores for success does leave clues and customer relevance is a key driver of future success.
Since 1991 retail food consultancy Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Foodservice Solutions® or for a Grocerant Scorecard visit http://www.linkedin.com/in/grocerant, www.FoodserviceSolutions.us Email: Steve@FoodserviceSoltuions.us