Tuesday, May 3, 2022

KFC’s Plans to Make Mother’s Day Magic

Once the leader in the grocerant niche focused on selling Ready-2-Eat and Heat-N-Eat meals and meal components. In a new partnership aimed at drive new electricity into aging brand; KFC is targeting Mother’s Day to make a statement according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, this Mother’s Day, KFC and Proflowers are helping customer celebrate mom like never before – introducing the Kentucky Fried Buckquet, a DIY floral arrangement that, once assembled, can be part fried chicken, part fresh flowers and altogether amazing. Now here is why that is important:

According to Steven Johnson, the first 2022 Grocerant Scorecards are out and here is some of what they found:

1.       Recent Grocerant ScoreCards found 81.1% of consumers don’t know what’s for dinner at Noon, and 61.1 don’t know what’ s for dinner at 4PM %.

2.       Roughly 63.7% of consumers purchase prepared food items from a retail location at least three times a month.

3.       79.6% all dinners have at least 1 grocerant niche Ready-2-Eat and Heat-N-Eat meal component and 66.6% have two meal components.

4.       When asked if they wanted to cook dinner from scratch or assemble dinner from fresh meal components 91.3 % of Gen Z chose assemble from Fresh Prepared Meal Components and Millennials 83.4% chose meal components.

5.       Seventy-three percent of retail prepared food purchases are taken to go

6.       Prepared food purchases are frequently a planned purchase among 61.2% of shoppers, while 40.9% of shoppers said they buy prepared foods on impulse. Dinner has the highest amount of prepared food buys with 81.7% of respondents making purchases for that meal, while lunch comes in at 76.9% and breakfast at 61.4%.

So, if you order a KFC Sides Lovers Meal for Mother’s Day via the KFC mobile app or kfc.com (offer online only, not available in restaurants) between May 1-3 and receive a promo code to redeem your very own free Kentucky Fried Buckquet kit from Proflowers. The Kentucky Fried Buckquet kit from Proflowers will include 12 colorful and vibrant roses, a glass vase, a KFC vase applique, eight skewers (for KFC’s world famous fried chicken separately purchased and not included in kit) and a card to tell mom just how much you love her (as if the Buckquet didn’t do so already!). 

Focusing on one of the hallmarks of the grocerant niche mix & match bunding, the KFC Sides Lovers Meal is ideal for Mother’s Day brunch, lunch or dinner, because everyone gets to enjoy the side of their choice. Mom doesn’t have to sacrifice her favorite to make everyone happy. The  Sides Lovers Meal includes eight Extra Crispy tenders or eight pieces of KFC fried chicken (Original  Recipe or Extra Crispy), four freshly baked biscuits, and your choice of three large sides (Secret Recipe  Fries, Mac & Cheese, Cole Slaw, and Mashed Potatoes with or without gravy, and more). 

You can pair the Sides Lovers Meal with a Kentucky Fried Buckquet kit, for a DIY arrangement that you can make for mom with the food provided by KFC and roses and supplies provided by Proflowers. Once assembled, the Buckquet can feature KFC Extra Crispy chicken tenders or chicken, delicately skewered and tucked into a vase alongside a blooming arrangement of a dozen multi-colored roses that will truly  make mom want to stop and smell the fried chicken and roses this Mother’s Day.  

Why “Buckquet,” you might ask? Well, like any iconic duo (Kravis, Bennifer, Brangelina, etc.), you  combine the two icons – in this case, “bucket” and “bouquet” – to get buckkay

How to surprise the mom in your life with a Sides Lovers Meal and her own Kentucky Fried Buckquet: 

Step 1: Between May 1-3, simply pre-order a Sides Lovers Meal online by scheduling delivery or  Quick Pick-Up on the KFC mobile app or KFC.com for Mother’s Day weekend (or whenever you  plan to celebrate!). Don’t forget to add extra chicken to eat, if you plan to fill your Buckquet  with all eight skewers of chicken!  

Step 2: Once your order is complete, check your email for a special code and your link to Proflowers to schedule your delivery for the free Kentucky Fried Buckquet arrangement, which  will be shipped directly to you and ready to assemble – just add chicken! 

Step 3: Once you have your chicken from KFC and Buckquet roses and assembly materials from  Proflowers, assemble your own Kentucky Fried Buckquet and surprise mom.

Step 4: Snap some pictures of her reaction and tag @kfc on social media using #KFCMothersDay. 

“A regular bouquet of flowers is a good gift for mom, but a Sides Lovers Meal and Kentucky Fried Buckquet is a finger lickin’ good way to take Mother’s Day from a 10 to an 11,” says Nick Chavez, CMO, KFC U.S. “With three sides, four buttery biscuits and the unforgettable – truly – fried chicken and flower  table decoration, everybody is sure to get something they like to eat, and mom is sure to smile.” 

In case you did not know, Mother’s Day is also KFC’s biggest day for online ordering and delivery. For the first time ever, this  Mother’s Day, KFC is making ordering easier than ever with Quick Pick-Up on the KFC mobile app or KFC.com, with pre-orders for Mother’s Day available starting May 1. Once an order is placed via Quick  Pick-Up, guests can head straight to the participating restaurant, park in a dedicated VIP parking spot  and go inside where their order will be hot, ready and waiting on the Quick Pick-Up shelf. It’s the fastest way to get our world-famous fried chicken and back to celebrating mom. 

When you think brand relevance in an evolving world, that will edify brand value with relevance and 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, smaller footprint, developing brands, fresh flowers, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable according to Johnson.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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