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KFC LAUNCHES CHICKEN REVOLUTION; COLONEL'S ROTISSERIE GOLD BEGINS $100+ MILLION ROLLOUT

 PITTSBURGH, July 14 /PRNewswire/ -- In a revolutionary departure from the company's namesake, Pittsburgh-area Kentucky Fried Chicken (KFC) restaurants today announced the introduction of the Colonel's Rotisserie Gold, the largest new product launch and first non-fried chicken product in KFC's history.
 Pittsburgh is one of the first cities in the nation to taste the new product, which was developed by a Pennsylvania resident in his KFC franchise in Hamilton Township, N.J.
 The move instantly makes KFC the largest player in the non-fried chicken arena, one of the hottest growth segments in the food industry. The $100+ million new product launch -- the costliest in KFC history -- is supported by a national television ad campaign, consumer magazine and newspaper ads, point-of-purchase materials and direct mail.
 "We have a message for American consumers who turned away from KFC because of our fried chicken heritage," said Kyle Craig, KFC-USA president. "We listened! And because we're the chicken experts, you'll get the best-tasting chicken -- roasted or fried -- at KFC."
 The Colonel's Rotisserie Gold is a whole chicken, deep marinated and slow roasted in a rotisserie oven to golden perfection. KFC's proprietary marination process with a secret blend of herbs and spices ensures moist, tender, flavorful chicken.
 The impetus for the new product was provided by KFC franchisee John Marsella, who, in April of 1992, introduced a rotisserie chicken product in his Hamilton Township store. The product proved so successful that KFC adapted the product for national distribution.
 The Colonel's Rotisserie Gold is available in quarters, halves and by the whole bird. While prices may vary, suggested retail prices are: whole chicken, $6.99 ($7.49 in New York and Los Angeles); 1/2 chicken, $3.99; 1/4 white meat, $2.69; and 1/4 dark meat, $2.09.
 The Colonel's Rotisserie Gold Chicken is the centerpiece of an improved and expanded KFC menu that includes Chicken Taquitos and BBQ Chicken Sandwiches, as well as an array of new sides, including Garden Rice, BBQ Beans, Macaroni & Cheese, Garden Salad, Potato Wedges, Green Beans, Pasta Salad, Cornbread Muffins and more. (New sides are available at participating KFC restaurants only.)
 Non-fried chicken if one of the fastest-growing segments of the fast food business, logging annual retail sales of $500-$750 million. The Colonel's Rotisserie Gold is expected to nearly double the quick-service restaurant (QSR) non-fried business with first full-year retail sales of as much as $700 million.
 The launch of the Colonel's Rotisserie Gold is supported by television advertising produced by KFC's national advertising agency of 15 years, Young & Rubicam, New York. The first ad -- a teaser -- breaks a four-part series on the East Coast July 19.
 KFC restaurants in the U.S. eastern region -- Maine to Miami -- lead the staggered rollout, with the rest of the nation following in 30-60 days. The Colonel's Rotisserie Gold was a test market success in Austin, Texas; Miami; Syracuse, New York; and Baltimore/Washington. It began full market testing in Austin in October 1992.
 Introduction of the Colonel's Rotisserie Gold is the nest step in the evolution of KFC, which began in 1939 when Col. Harland D. Sanders perfected his still secret blend of 11 herbs and spices and unique pressure cooking process. Currently, KFC holds approximately a 50 percent share of total U.S. fast food fried chicken sales of $7 billion.
 KFC Corp., based in Louisville, Ky., is the world's most popular chicken restaurant chain, with more than 8,700 outlets in 65 countries around the world serving 6 million customers each day. KFC is a subsidiary of PepsiCo, Inc. (NYSE: PEP), Purchase, N.Y.
 -0- 7/14/93
 /CONTACT: Martha Wright of LevLane Public Relations, 215-667-7313, for KFC; Gary Gerdemann or Steve Provost of KFC Corp. at the Marriott East Side, 212-755-4000; or Marguerite Jarret of Edelman Public Relations, 212-768-0550, for KFC/


CO: Kentucky Fried Chicken Corp.; PepsiCo, Inc. ST: Pennsylvania IN: LEI SU: PDT

MJ-CC -- PH016 -- 1470 07/14/93 13:42 EDT
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Date:Jul 14, 1993
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