News

KFC leverages portability trend with new packaging

October 2, 2013

Portability has been a QSR trend for the past couple of years, as consumers find themselves increasingly on the go.

KFC is leveraging that trend with its new packaging. The patented KFC Go Cup container was designed specifically to fit in a vehicle cup holder. Customers can order a Go Cup with the brand's signature chicken and seasoned potato wedges for $2.49, plus tax.

Customers can choose any of these options to customize their Go Cups: a piece of Original Recipe Boneless chicken, a Chicken Little sandwich, two Extra Crispy Tenders, three Hot Wings or four Original Recipe Bites. The package features a divider to keep the chicken and potato wedges separate.

"Today's on-the-go snackers are going to love the Go Cup because it features awesome taste and great value, and in the ultimate portable package," said Jason Marker, CMO for KFC U.S. "With the arrival of the extraordinary Go Cup, there's no reason to settle for an 'ordinary' snack anymore."

According to the company, the Go Cup is designed to allow most of the food to sit above the rim of the cup, allowing easy access.

The Go Cup was awarded a United States Design Patent (US D656,816 S) in April, 2012.

#GoCupGo Instagram contest

To celebrate the launch of the new packaging, KFC is now hosting the #GoCupGo Instagram photo contest. KFC fans are encouraged to submit photos of themselves "on the go" with their Go Cups. Every week for five weeks, five winners will receive gift checks and KFC items. Five grand prize winners will receive their choice of a Polaroid Z2300 camera or $250 worth of iPhone photography accessories, as well as being named "KFC Social Correspondents."

For one year, KFC will follow the correspondents on Instagram, and their photos may be used in KFC digital advertising.

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