News
KFC to repurpose Double Down as Doublicious
June 24, 2010
KFC is hoping to leverage the traction it gained from buzz over its Double Down sandwich with a new but similar offering. The new sandwich, known as The Doublicious, will feature the same ingredients of the Double Down but this time with a bun, specifically a sweet Hawaiian Bread bun.
The Original Recipe Doublicious includes an Original Recipe filet topped with bacon, Monterey Jack cheese and Colonel's Sauce. The Grilled Doublicious is a grilled filet topped with Monterey Jack cheese, lettuce and honey mustard BBQ sauce.
The Doublicious, which KFC already is calling its new signature sandwich, will be available at KFC restaurants beginning July 5.
Promotion, Grown Ups tie-in
KFC is supporting the new sandwich with a teaser ad in its latest e-newsletter to e-mail club members.The e-mail does not name the sandwich but hints that it is similar to the Double Down with the line: "If you thought our sandwich without the bun was a hit, wait until you see what we're doing with a bun!"
The e-mail newsletter invites recipients to share the news with their friends by clicking through and sharing the e-mail addresses of three friends.
KFC also announced its promotional tie-in to the upcoming release of the film Grown Ups, which is scheduled to debut next weekend. KFC apparently has a product placement role in the movie, according to the promotional website.
When friends get together, there's a good chance someone is going to bring a bucket of KFC. That's the case even when the friends are movie stars. Five famous funnymen star in the movie Grown Ups, and KFC makes a guest appearance too.
The promotion includes an online contest in which fans are invited to share their best story about hanging out with their friend. One winner will be selected from the online submissions to receive a Grown Ups party, with dinner and movie tickets for 10 from KFC.
Online buzz may not be as significant for this sandwich, however, as The Consumerist has already pointed out. Consumers and bloggers were interested in the novelty of the Double Down "because they'd made the audacious — not to mention greasy — decision to replace the bun with two slabs of fried chicken." Putting the same ingredients on a bun is simply another chicken sandwich.
In May, KFC announced that online buzz had driven trial of the Double Down nearly to the 10 million-sold milestone, and that it was extending the length of the limited-time offering.
Related Media
Subscribe
Get the latest news and resources from QSR Web.
