At Yum Brand’s Partnerships are Driving Success

Foodservice Solutions® Grocerant Guru® Steven Johnson, called 2018 the year of foodservice partnerships identifying, quantifying, and qualifying ‘partnerships’ as a success platform.  Ever since regular readers of this blog have continued to share stories edifying that success. Thank you. 

Yum Brand’s, Pizza Hut’s expanding partnership with the NFL has fueled top line growth and bottom line profits and now Kentucky Fried Chicken is expanding success in the same way. Kentucky Fried Chicken & Waffles, is a Limited Time Offer (LTO) that will elevate industry buzz and consumer trial that will expand the breakfast day-part garnering incremental sales according to Johnson.

New partnerships can drive sales in foodservice today as your brand is searching for the new electricity to help drive the brand forward according to Johnson.

So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.

Andrea Zahumensky, chief marketing officer, KFC U.S.  “Our famous extra crispy, savory fried chicken atop a Belgian Liege-style waffle, with the finishing touch of classic Mrs. Butterworth’s syrup, makes for a scrumptious dish I’d put up against versions at upscale restaurants, but we’re offering it at a price just about anyone can afford. And it can be enjoyed at KFCs across the country for brunch, lunch or dinner,”  

KFC noted that the menu item perfectly pairs the southern favorite, Extra Crispy fried chicken, with scrumptiously thick, Belgian Liege-style waffles. The waffle recipe was developed specifically to pair perfectly with KFC’s Extra Crispy fried chicken and is made with a yeast-raised dough instead of a batter. The waffles include pearl sugar imported from Belgium that creates a delectable sweet and crunchy outer texture.

Bob Das, head chef for KFC U.S. “When we decided to create Kentucky Fried Chicken& Waffles, we knew we had to make it really special,”… “As the fried chicken experts, we had the chicken part covered. We went through 15 different variations before landing on our unique Belgian Liege-style waffle, which is sweeter and doughier than American-style waffles. The two combine seamlessly to create an extra delicious dish that KFC fans will love.” 

Brand bridge building advertisements show the Colonel and Mrs. Butterworth, two brand icons, pairing up for the equally iconic combination of Kentucky Fried Chicken & Waffles. How are you expanding your brand? Is your brand invitation building bridges to new customers and old customers with relevance?

Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.