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

 DALLAS and FORT WORTH, Texas, Sept. 24 /PRNewswire/ -- In a revolutionary departure from its namesake, Kentucky Fried Chicken Corp. (KFC) is rolling out Colonel's(TM) Rotisserie Gold roasted chicken in 100 KFC restaurants in the Dallas/Fort Worth metroplex. KFC will celebrate the new chicken launch at a different type of launch -- the Plano Balloon Festival Sept. 24, 25 and 26, where Colonel Sanders look-alikes will pass out coupons so consumers can try the new non-fried chicken.
 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 and the largest in the history of fast food -- 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 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; 1/2 chicken, $3.89; 1/4 white meat, $2.59; and 1/4 dark meat, $1.99.
 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, Cornbread Muffins and more. (New sides available at participating KFC restaurants only.)
 Non-fried chicken is 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 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 -- broke a four-part series in the Midwest and West on Sept. 13.
 The Colonel's Rotisserie Gold was a test market success in Austin, Texas; Miami; Syracuse, N.Y.; and Baltimore/Washington D.C. It began full market testing in Austin in October 1992.
 Introduction of the Colonel's Rotisserie Gold is the next step in the evolution of KFC which began in 1939 when Colonel 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 67 countries around the world serving six million customers each day. KFC is a subsidiary of PepsiCo, Inc. (NYSE: PEP), Purchase, N.Y.
 -0- 9/24/93
 /CONTACT: Gary Gerdemann of Kentucky Fried Chicken, 502-456-8482/
 (PEP)


CO: Kentucky Fried Chicken; PepsiCo, Inc. ST: Texas, Kentucky IN: REA LEI SU: PDT

MM -- CH001 -- 5284 09/24/93 08:04 EDT
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Publication:PR Newswire
Date:Sep 24, 1993
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