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KFC scrambles to recover from Oprah coupon PR nightmare
5/7/09 - Christa Hoyland
KFC crowed in a tweet on its Twitter site when publicity from its "Oprah Winfrey Show" 2 Piece Meal Coupon deal led to 'KFC' reaching the top 10 trending topics on the social media site. But the company seems to have been unprepared for the reach of this promotion for its Kentucky Grilled Chicken.
Consumer response created an online traffic jam as many rushed to download the coupon before 9:59 p.m. Central time May 6. KFC then posted with an apology tweet, including dozens of replies to Twitter complaints.
As KFCs around the country were inundated with customers, bloggers and tweeters complained about long lines and stores refusing the coupons. A story about a riot at a Manhatten KFC hit the Internet, a rumor KFC is trying a squelch.
KFC did not immediately respond to QSRweb's request for comment.
The Louisville, Ky., Courier-Journal reports that customers at that Manhattan restaurant were disgruntled when the KFC ran out of chicken; however Internet reports of a riot were unfounded. Laurie Schalow, a spokeswoman for KFC, said KFC expected millions of coupons to be downloaded, but yesterday's demand nationwide as "extreme."
Advertising Age reports that crisis experts said the snafu came at bad time for the brand, which is once again setting itself to the daunting task of convincing consumers that it's more than a fried-chicken joint.
One expert said KFC wasn't ready for the 'tsunami' brought on by the offer of free food and an Oprah endorsement, adding that a crisis of this nature is likely to cause the chain to lose 100 customers for every one turned away. Another said that KFC will recover, with people remembering the product's popularity in light of Oprah's endorsement.
El Pollo Loco chicken fight continues
El Pollo Loco is taking advantage of KFC's troubles by offering to honor the Oprah 2 Piece Meal coupon on Mother's Day, a day excluded in the coupon's May 5 - May 19 window. El Pollo Loco will give one free two-piece flame-grilled chicken meal per customer with the coupon on May 10.
