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 PHOENIX, Sept. 30 /PRNewswire/ -- In a revolutionary departure from its namesake, Kentucky Fried Chicken Corp. (KFC) is rolling out Colonel's(TM) Rotisserie Gold roasted chicken in the 5,100 KFC restaurants nationwide, including most of the 63 KFC restaurants in Phoenix and surrounding areas. The move instantly makes KFC the largest player in the non-fried chicken arena, one of the hottest growth segments in the food industry.
 And, as a special convenience to Phoenix residents, the slow- roasted, deep-marinated taste of the Colonel's Rotisserie Gold is a phone call away from the 21 KFC restaurants offering home delivery in the Phoenix metropolitan area.
 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.
 "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 anywhere -- roasted or fried -- at KFC."
 The $100+ million new product launch of The Colonel's Rotisserie Gold -- 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.
 The Colonel's Rotisserie Gold is available is quarters, halves and by the whole bird. While prices may vary, suggested retail prices are: whole chicken $6.99; 1/2 chicken, $3.99; 1/4 white meat, $2.69; and 1/4 dark meat, $2.09.
 The new chicken, a permanent menu item, 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, Potato Wedges, 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.
 Chicken Facts
 -- Chicken is the most widely consumed meat in the nation. Per
 capita consumption of chicken has risen from 27.9 pounds in
 1960 to 70.9 pounds by the end of 1993, according to the National
 Broiler Council (NBC). Baking and grilling are the most popular
 forms of cooking chicken at home, according to the NBC.
 -- While the percentage of households serving fried chicken has
 dipped only slightly from 23 percent in 1985 to 21 percent in
 1991, the percentage of homemakers discouraging the eating of
 fried chicken has grown from 19 percent to 41 percent over the
 same time period.
 -- Out-of-home consumption of non-fried chicken has grown an average
 of 10.75 percent annually since 1989 while out-of-home
 consumption of fried chicken grew an average of 3.5 percent since
 1989, according to the National Restaurant Association.
 -- According to KFC-commissioned research by the Marketing Research
 Corporation of America, Northbrook, Ill., 64 percent of all
 chicken consumption is non-fried.
 -- KFC internal research estimates the non-fried fast food segment
 to log $500 million to $750 million in retail sales annually.
 -- The overall non-fried chicken segment which includes delis,
 grocery stores, convenience stores and fast food chains is
 estimated at $8-$10 billion in retail sales annually.
 Consumer Profile
 Research conducted by KFC from the test markets indicate that at least one-third (33 percent) of Colonel's Rotisserie Gold customers are lapsed users. And many of those lapsed users (25 percent) are customers who haven't visited a KFC in a year or more. This is a significant finding because it means we are luring back customers who are familiar with KFC but have simply stopped visiting.
 Reassuringly, little cannibalization of existing products is occurring, according to our test market research and in-store sales. Current fried chicken customers are increasing the frequency of their KFC visits and are buying both fried and rotisserie chicken in the same visit. Sales of sides have increased an average of 18.5 percent in the Austin and Miami test markets. Overall restaurant sales -- including sales of fried chicken -- in test market restaurants also have increased.
 KFC also conducted taste tests against three non-fried competitors. The Colonel's Rotisserie Gold beat Boston Chicken, Kenny Rogers' Roasters and Roy Rogers' Roasters on taste and moistness, in some cases by more than a 5-1 margin. (The internal taste research conducted by KFC may not be used for advertising claims because the sample size is not nationally projectable and the test was not conducted in a double blind fashion.)
 The Colonel's Rotisserie Gold customers are 56 percent female, 44 percent male and 62 percent of them are 25-44 years old.
 Nutrition Facts
 KFC is introducing the Colonel's Rotisserie Gold because today's consumer demands variety. Soon, the home of the world's favorite fried chicken will become the place to go for the world's most delicious non-fried chicken. The Colonel's Rotisserie Gold is a delicious new chicken recipe in the tradition of the Colonel. Whole chickens are deep marinated with a special blend of herbs and spices, then rotisserie roasted to golden perfection.
 The Colonel's Rotisserie Gold and KFC's new side dishes are a delicious addition to a balanced diet. And, according the the National Center for Nutrition and Dietetics, when you take the skin off any poultry (fried, roasted or baked), you can reduce fat content by nearly half.
 Sample Meal Nutritional Profile
 Colonel's Rotisserie Gold
 Quarter White Meat (without skin, wing) 199 calories
 5.9 grams fat
 Garden rice (4 oz.) 75 calories
 1 gram fat
 Garden salad 16 calories
 0 grams fat
 Italian dressing 15 calories
 1 gram fat
 Colonel's Rotisserie Gold Nutritional Information
 White Quarter 335 calories
 18.7 grams fat
 157 mg cholesterol
 1,104 mg sodium
 Dark Quarter 333 calories
 23.7 grams fat
 163 mg cholesterol
 980 mg sodium
 Selected New Side Items Nutritional Profile
 Garden rice 75 calories
 1 gram fat
 0 mg cholesterol
 576 mg sodium
 Garden salad 16 calories
 0 grams fat
 0 mg cholesterol
 10 mg sodium
 Barbecue Baked Beans 132 calories
 2 grams fat
 3 mg cholesterol
 535 mg sodium
 Macaroni and Cheese 162 calories
 8 grams fat
 16 mg cholesterol
 531 mg sodium
 Green Beans 36 calories
 1 gram fat
 3 mg cholesterol
 563 mg sodium
 Mashed Potatoes with Gravy 70 calories
 1 gram fat
 Fewer than 5 mg cholesterol
 370 mg sodium
 Cornbread Muffin 228 calories
 13 grams fat
 42 mg cholesterol
 194 mg sodium
 -0- 9/30/93
 /CONTACT: Norm Colling, 602-949-0596, Larry Newman, 602-730-1783, or Mike Shelby, 602-846-6313 (all in Phoenix); or Jean Litterst, 502-456-8366, or Gary Gerdemann, 502-456-8482, (both in Louisville), all of Kentucky Fried Chicken/

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

MM -- CH002 -- 7148 09/30/93 09:18 EDT
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Publication:PR Newswire
Date:Sep 30, 1993

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