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KENTUCKY FRIED CHICKEN LAUNCHES HIP NEW RESTAURANTS IN DC AND BALTIMORE New Uniforms, Menu, Music Happening at KFC

 BALTIMORE and WASHINGTON, April 8 /PRNewswire/ -- Kentucky Fried Chicken (KFC) this week formally launched 27 Neighborhood KFC restaurants in the Washington and Baltimore area. Neighborhood KFC is the hottest new concept in the fast food restaurant industry allowing KFC to closely target specific customer segments with special food offerings and a more relevant restaurant atmosphere.
 The 27 Neighborhood KFCs join about 300 in other major cities as part of a phased national roll out of the Neighborhood KFC concept which began in the third quarter of 1992. KFC expects to create as many as 500 Neighborhood KFCs by mid-1993.
 "We're trying to be more relevant to our customers in specific neighborhoods by offering special food and a more appealing restaurant atmosphere with better music and more relevant restaurant decorations," said KFC Division Marketing Director John Gilbert, based in Hanover, Md.
 In addition to KFC's traditional menu, Neighborhood KFCs in DC and Baltimore now serve Honey BBQ Wings, Hot 'n Spicy Chicken, Red Beans and Rice, Mean Greens, Macaroni and Cheese, Peach Cobbler and Sweet Potato Pie. The new style restaurants all feature new crew uniforms of kufi hats and kente cloth-accented dashikis. The uniforms evoke the proud heritage of African-Americans to whom these Neighborhood KFCs are targeted.
 The new restaurants also have replaced the sometimes sleepy in-store elevator music with tunes likely to be found on local urban radio stations -- a blend of soul, rap and R&B. In addition, the restaurants sport demographically relevant in-store art and point-of-purchase materials.
 Neighborhood KFC was first tested in 1991 in Baltimore. The concept was refined and began expanding in late 1992 and now includes restaurants in Atlanta, Boston, Chicago, New York, Detroit, Philadelphia and other locations. KFC is currently testing a Hispanic Neighborhood KFC in 13 Miami locations. Menu offerings there include Fried Plantains, Black Beans and Rice, Flan and Tres Leches.
 KFCs in most markets have logged sales increases of 5-30 percent after implementing the Neighborhood KFC concept. Radio commercials and outdoor ads in some markets support the new style restaurants.
 KFC restaurants in the U.S. serve more than 1.3 billion meals annually (more than 3.5 billion pieces of chicken each year) to more than 1.3 million customers each day. Currently, KFC holds a 50 percent share of total U.S. fast food chicken sales of almost $7 billion.
 Introduced by Colonel Harland Sanders in 1939, KFC is the world's most popular chicken restaurant chain with more than 8,700 outlets in 63 countries around the world. KFC Corp., based in Louisville, Ky., is a unit of publicly held PepsiCo, Inc. (NYSE: PEP), Purchase, N.Y.
 -0- 4/8/93
 /EDITOR'S NOTE: Interviews available with local KFC executives/
 /CONTACT: Gary Gerdemann of KFC, 502-456-8482/
 (PEP)


CO: Kentucky Fried Chicken; Pepsico, Inc. ST: Kentucky, District of Columbia, Maryland IN: LEI SU: PDT

CM -- CH001 -- 4053 04/08/93 08:04 EDT
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Publication:PR Newswire
Date:Apr 8, 1993
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