New Offering Available April 14; Transforms Both the Menu and the
Brand, While Responding to Consumer Demand
When nearly four in five servings of fried chicken in the U.S. are
served “off the bone” – strips, bites and filets – what’s the most
famous fried chicken restaurant in the world to do? For KFC, the answer
was simple: Get rid of the bones.
KFC is introducing Original Recipe Boneless on April 14 – boneless, skinless pieces of both white and dark meat chicken, hand breaded using the Original Recipe® made famous by Colonel Harland Sanders. (Photo: Business Wire)
KFC is introducing Original Recipe Boneless on April 14 – boneless,
skinless pieces of both white and dark meat chicken, hand breaded using
the Original Recipe® made famous by Colonel Harland Sanders. It’s KFC
for the way consumers live – and eat chicken – today. It’s everything
they love about Original Recipe chicken, but without the bones.
“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. ”
While the world-famous flavor of Original Recipe chicken continues to
receive rave reviews around the world, consumers are increasingly
seeking out boneless, skinless chicken. Only KFC can give them
everything they want in one product.
“We’ve never seen such positive reaction to a test product,” Cywinski
said. “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.”
Beginning on the 14th, customers can enjoy a two-piece
Boneless Combo for just $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 our world-famous chicken on the bone for only $14.99. (Offer good at
participating locations. Pricing may vary by location. Tax extra.)
Product Launches With “I Ate The Bones!” Marketing Campaign
While KFC customers are noticing a new look for the KFC menu with the
introduction of Boneless, they likely won’t look at the brand’s
television advertising the same way either. The two 30-second
commercials feature an “I Ate The Bones!” theme that cleverly
communicates that Boneless 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.”
The commercials were so buzzworthy in test markets in 2012, customers
began mentioning them in social media, using the hashtag #IAteTheBones
with no prompting from the brand. Some customers even made their own
YouTube videos, documenting their amazing “I Ate The Bones” moments when
they tried the product for the first time.
About KFC
KFC Corporation, based in Louisville, Ky., is the world's most popular
chicken restaurant chain specializing in Original Recipe®, Extra
Crispy™, Kentucky Grilled Chicken®, Extra Crispy™ Strips and Original
Recipe® Boneless, with home-style sides, Hot Wings™, and freshly made
chicken sandwiches. There are more than 17,000 KFC outlets in more than
115 countries and territories around the world. Each week, more than 13
million people visit a KFC restaurant in the United States. KFC
Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE:
YUM.) For more information, visit www.kfc.com.
Follow KFC on Facebook (www.facebook.com/KFC)
and Twitter (www.twitter.com/kfc_colonel).
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130405005666/en/