KFC the iconic American chain restaurant with legendary background and globally legions of devoted fans was arguably the first Grocerant. If not the first, it clearly was a niche and industry leader in grocerant ready-2-eat and heat-N-eat fresh prepared food niche filling the gap for the time starved consumer.
Foodservice Solutions® 5P’s of Food Marketing: Product, Packaging, Placement, Portability and Price have been in play at KFC from the very beginning. While we had not defined it way back when, KFC or Kentucky Fried Chicken if you harkin back had all the elements of the 5P’s from the very start. Many retail foodservice companies have copied, mimicked, and bootlegged ideations, from KFC. Grocery stores, C-stores, restaurants all have honed ilk niche product, Take-Away, To-Go, Food Delivery skill sets from KFC.
While many scoff at KFC’s recent slip in domestic sales, KFC has been bold while introducing “better for you” new product introductions. Let’s give credit where credit is due, they spent more money on advertising new “better for you” product than many chains gross per year. The consumer is always right and while KFC may have been early with some new product introduction. They will get it right and I would bet that they continue edifying their brand with the 5P’s of Food Marketing: Product, Packaging, Placement, Portability and Price in new integrated product and marketing programs staying true too the Grocerant niche and their roots.
With nearly 18% of Canadian sales contributed via delivery, KFC will continue to be a leader in the fresh prepared ready-2-eat and heat-N-eat grocerant niche for years to come. Success does leave clues and following what KFC is doing is one of the clues.
Outside eyes can deliver top line sales and bottom line profits. Invite Foodservice Solutions® to complete a grocerant program assessment, brand, product placement or positioning assistance. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant.
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