April 1, 2008

 

US fast food chains putting chicken on their menus, with a twist

 

 

US fast food chains are increasingly pushing chicken to consumers, either putting them in a healthier light in the form of wraps or a less fattening cooking method or adding them to breakfast menus.

 

Kentucky Fried Chicken last week announced it is testing Kentucky Grilled Chicken in six cities, with a national debut expected next year.

 

The company changed its four-year-old ad campaign tagline last month in favour of a healthier sounding one.

 

The chain also launched a chicken wrap to better position itself with old rivals McDonald's and Burger King in an effort to halt falling sales.

 

KFC's sales were down 1.2 percent last year.

 

KFC representatives say they are confident offering grilled chicken will help bring in new customers who are looking for nonfried options.

 

Analysts say KFC is being hampered by limited menus and the fried nature of the foods, which do not sit well with consumers.

 

Meanwhile, Chick-fil-A, the second largest fast food chicken chain, has been pushing for chicken on its breakfast menu, with ad campaigns urging consumers to eat chicken for breakfast.

 

The strategy appears to be working as sales grew 16 percent  in 2007 to US$2.64 billion.

 

Market leader McDonald's will also soon introduce a chicken sandwich on its breakfast menu following Hardee's nationwide roll out of its chicken fillet biscuit on its breakfast menu as well

 

Meanwhile No. 3 Popeye's is hoping to differentiate itself from the competition by rolling roll out its "Bonafide" campaign, touting its hand-battered bone-in chicken.

 

New CMO Dick Lynch wants its bone-in chicken to be viewed as the new Big Mac, emphasizing  the company's culinary distinctiveness.