KFC Is Hot On Grilled Chicken But Customers Aren’t Buying It

New York Daily News:

KFC franchisees aren’t exactly crowing over the chicken giant’s decision to emphasize grilled rather than fried poultry.

In fact, some feel that this health-conscious strategy is confusing to the customer and bad for the brand, according to Bloomberg Business Week.

The chain, which is owned by Yum! Brands, may be aiming to please fat-phobes who don’t want to eat bone-in, breaded, oil-dipped chicken by offering a grilled product.

In January, the KFC National Council & Advertising Cooperative, the group that reps U.S. franchisees, decided to sue KFC to get control of the advertising strategy. This came in the wake of poor sales: second-quarter revenue at American KFCs (those open for a year or more) decreased 7%. Read more.

Photo: Paul Sakuma.

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