The new “KFC sauce” hits American restaurants on Monday, with a “sweeter, tangier mix with a kiss of smoke.” KFC said it tested 50 iterations of the recipe before settling on it, which was in development before the pandemic.
The Chicken Chain leveraged the concept of a pandemic-fueled slogan change into a marketing campaign. It started in August, when KFC announced it was temporarily suspending its 64-year-old slogan because it “doesn’t feel quite well” in light of health guidelines urging people to wash their hands. and not to touch their face in order to help stop the spread of coronavirus.
KFC played the “break”, muddling the slogan featured on old billboards and signs in a cheeky ad posted to its YouTube page.
Like most fast food outlets, KFC has used quirky, ironic, and sometimes hokey marketing ploys to lure customers into their stores. Fast food is a ruthless business with extremely thin margins, so any increase in customer base is a major victory.
Also similar to other fast-food chains, KFC temporarily closed its dining rooms in March and encouraged customers to order drive-thru or by delivery. It also installed plexiglass counter screens between employees and customers, forced workers to wear masks, and implemented pre-shift health checks.
Lockdowns in many areas have resulted in absolutely horrendous foot traffic in restaurants for several months, but KFC sales have rebounded strongly in recent months as people crave indulgences during a particularly stressful time in history.
KFC’s new signature sauce is the latest item on the menu – with revisited recipes for “staple” ranch dipping sauces, honey barbecue, honey mustard and hot sauce – but it’s not. than the latest.
KFC, which belongs to Yum! ( Brands, recently tested a premium chicken sandwich in an effort to better compete with Popeye’s and Chick-fil-a. The “KFC Chicken Sandwich” has 20% larger chicken fillet, thicker pickles, and a new bun. The chain also continuously added a new French fries recipe to its menu in July. )