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
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