KFC calls boneless chicken launch a 'game changer'

April 5, 2013

On April 14, KFC will roll out a product the company claims took two to three years to develop — Original Recipe Boneless. The launch is in response to customer demand; nearly four in five servings of fried chicken in the U.S. are now served "off the bone."

The boneless, skinless pieces of both white and dark meat chicken are hand breaded using KFC's Original Recipe. The company claims the Original Recipe Boneless will transform its menu and the brand.

"Our customers have seen the beginning of a menu revolution at KFC over the past several months, as we've introduced new, contemporary products such as Original Recipe Bites, Chicken Littles, Li'l Bucket Kids Meals and Dip'ems," said John Cywinski, president of KFC U.S. "Now we're proud to introduce the flagship product on the KFC menu, Original Recipe Boneless. This is more than just a promotional product; it's a new way of doing business at KFC."

Cywinski added that the company has never seen such a positive reaction to a test product.

"Original Recipe Boneless is a real game-changer that transforms how customers think about KFC. Bottom line, it's a big idea and we're going to have some fun with it," he said.

Beginning on April 14, customers can order a two-piece Boneless Combo for $4.99, including a piece of dark meat, a piece of white meat, an individual side item, a biscuit, and a medium drink.

For family dinners, KFC is offering a 10-piece mixed bucket, which includes four pieces of Boneless (two white and two dark) and six pieces of chicken on the bone for $14.99.

"I Ate The Bones!" marketing campaign

To complement the launch, KFC has created two 30-second commercials featuring an "I Ate The Bones!" theme communicating that the boneless item delivers everything KFC fans love about Original Recipe – except for the bones.

The two commercials, along with two 15-second tease commercials that are airing the week before launch, were created by Draftfcb Chicago and directed by Academy Award-nominated Director David O. Russell along with production company Wondros. Russell was most recently nominated for an Oscar for Best Director for "Silver Linings Playbook."

Read more about food and beverage launches.

Topics: Food & Beverage , Marketing / Branding / Promotion , Operations Management , Research & Development / Innovation

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