by ETX
KFC has opened a new spin-off restaurant concept based around its tenders. Photography Courtesy KFC©
In the United States, fast-food giant KFC recently opened a brand new restaurant focused entirely on one of its most popular products -- chicken tenders but with a twist. An extensive range of sauces has been developed in the hope of attracting young consumers.
Long gone are the days when KFC reigned supreme in the fried chicken sphere. Over the last several years, a number of other players in the restaurant sector have positioned their offerings to create buzz and big business, particularly given that chicken meat is largely more affordable than beef. There's Popeyes' Cajun-style fried chicken, Wingstop's crispy chicken wings, and South Korean versions of fried chicken, popularized by the Bonchon chain.
This means that KFC has some serious competition, as it faces declining sales in the United States. As a result, consumers who will get even more choice as KFC attempts to stand out in this crowded fast-food market segment. The company decided to focus solely on one element that performs well in KFC restaurants and dedicate an entire "spin-off" restaurant to it -- in this case chicken tenders.
The KFC spin-off is called Saucy, and the very first address opened in Orlando, Florida, in mid-December. The brand has swapped bright red for pink, and is pulling out all the stops to live up to its long-standing "finger-lickin' good" slogan. Because it's all about making consumers -- particularly young ones -- salivate with a vast menu of sauces. There are 11 flavors for dipping, two of which have been identified as KFC customer favorites. On the menu: Peri Peri Ranch, Smokey Bacon Ranch, Chimichurri Ranch, Saucy Ranch, Thai Sweet 'N Spicy, Sweet Teriyaki, Creole Honey Mustard, Sweet 'N Saucy BBQ, as well as a brand new in-house sauce, named “Saucy's Sauce,” composed of a blend of ketchup, mayonnaise, Worcestershire sauce, dill pickle and smoked paprika.
"By expanding its sauce options, KFC can maintain a streamlined menu similar to its competitors while offering customers the ability to personalize their orders to match their taste preferences,” R.J. Hottovy, head of analytical research at Placer.ai, explained to US news channel CNN.
Saucy is also bringing new drinks to the table, including one with honey and watermelon and another with blue raspberry, to be sipped exclusively at the brand's only address (for the time being).
Other fast-food brands have also experimented with spin-off concepts, such as CosMc's, launched a year ago by McDonald's in the USA as an entire brand dedicated to drinks, doughnuts and other sweet menu items.
Reference
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