Yum! Brands Wants KFC to Be Your Prom Date

Source: KFC.

For all the problems its KFC chicken chain is experiencing in domestic and international markets, at least Yum! Brands (NYSE: YUM  ) hasn't lost its sense of humor. In a unique and funny bit of marketing, the chicken joint wants you to take it to your prom. On your wrist.

The new KFC Chicken Corsage is available in Original Recipe, Extra Crispy, or Kentucky Grilled Chicken -- whichever best matches your date's dress -- and is being offered for a limited time through Nanz and Kraft Florists. With only 100 corsages available, however, promgoers may want to get their orders in early.

Yum! operates nearly 4,500 KFC restaurants in the U.S., all but 5% of which are franchise-owned. Sales at the chain fell 2% in the U.S. last year and suffered the ignominy of having Chick-fil-A surpass it as the top chicken restaurant in the country. The woes it suffered in China have been well documented after concerns about the quality and safety of its chicken surfaced in late 2012 and a new outbreak of avian flu swept over the country. 

Chicken is becoming the go-to meat for restaurants. Although McDonald's breakfast dominance is seen as the primary target for restaurants like White Castle stuffing a chicken breast between two waffles to attract customers -- and Yum! is also promoting its Waffle Tacos to steal share -- another burger joint offering a new chicken option suggests all quick-serve restaurants feel the need to go beyond a simple discount promotion.

The promotion Yum! used in China to get sales back on track was a straightforward offer of a bucket of chicken at half price. It needed to move the needle to get customers to remember why they used to come into its stores, and the campaign helped drive comps 16% higher while it was being run. The corsage campaign takes a slightly different tack, though, because the situation here isn't nearly as dire, giving it a chance to score some points for being fun.

Of course, the corsage really doesn't come with a piece of chicken attached to it. Instead, when you buy one you get a $5 gift check that can be used to buy the chicken of your choice. A hundred corsages won't change things much, but it's really a feel-good campaign designed to get people in the door again, boost sales, and have investors think about dating its stock once more.

 

A straight-up solid choice for your portfolio
There's a huge difference between a good stock and a stock that can make you rich. The Motley Fool's chief investment officer has selected his No. 1 stock for 2014, and it's one of those stocks that could make you rich. You can find out which stock it is in the special free report "The Motley Fool's Top Stock for 2014." Just click here to access the report and find out the name of this under-the-radar company.


Read/Post Comments (0) | Recommend This Article (1)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

Be the first one to comment on this article.

Sponsored Links

Leaked: Apple's Next Smart Device
(Warning, it may shock you)
The secret is out... experts are predicting 458 million of these types of devices will be sold per year. 1 hyper-growth company stands to rake in maximum profit - and it's NOT Apple. Show me Apple's new smart gizmo!

DocumentId: 2918150, ~/Articles/ArticleHandler.aspx, 10/21/2014 4:55:37 AM

Report This Comment

Use this area to report a comment that you believe is in violation of the community guidelines. Our team will review the entry and take any appropriate action.

Sending report...


Advertisement