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KFC Preparing For A Post COVID-19 Sandwich War?

KFC has begun testing a new Crispy Chicken Sandwich which looks like a direct challenge to Popeye’s (in)famous best seller – the Sandwich that triggered round-the-block lineups when it débuted last year and sparked fights at Popeye’s restaurants. It’s a sad sort of first…

KFC Premium Chicken Sandwich - © 2020 KFCThe new KFC Premium Chicken Sandwich: A copycat response
to the virally popular Popeye’s Chicken Sandwich…

How is it a first? Well… It’s the first time I can remember that KFC has admitted it was Number 2, but trying harder (to paraphrase an old car rental firm’s slogan). In the past, it’s always been KFC that set the pace in menu item innovation in the Fried Chicken Sector.

What it is

The new KFC Premium Chicken Sandwich is essentially a bigger, crispier version of the Original Colonel Chicken Sandwich. It starts with a premium Brioche Bun and a double-breaded Chicken Breast that’s 20 percent larger than the Original Colonel’s, then adds a larger number of thicker, crispier Pickle rounds and The Colonel’s Real Mayo. Simple, just like Popeye’s now-famous Chicken Sandwich – but premium quality in all respects.

Why it’s here

I suspect that KFC thought it was losing Chicken Sandwich business to Popeye’s, or that, at the very least, sales were down. The acknowledged leader in the Fried Chicken sector must also have been feeling hurt from all the hoopla and free publicity from news coverage that Popeye’s was getting over its viral Sandwich. Industry watchers and KFC fans have been watching and waiting to see if, when  and how the Colonel’s forces would respond.

The new KFC Premium Chicken Sandwich is currently available at selected Florida KFC locations. But look for it to roll out across the chain by fall…

My take

This is not first-ever instance of KFC has followed rather than led. Remember how long it took for the Colonel to offer Popcorn Chicken? Tenders? Hot Wings? But those were more ‘commodity’ dishes than showcase, signature menu items.

From a traditionalist’s point of view, it’s sad to see KFC admitting it missed a chance to lead the sector yet again, in launching a premium Chicken Sandwich. Could KFC be losing it’s magic? Its momentum? Its will to do what it takes to remain number one in an ever-more-crowded market?

It’s been said, since Alvin Toffler’s Future Shock first appeared on bookstore shelves in 1970, that the biggest threat to individuals and organizations in the years to come would be to keep up with the pace of change. In an era when restaurant chains must constantly come up with new ideas for ‘limited time deals’ and rotate successful deals back onto their menus on a regular basis to keep their offerings ‘fresh’ and their marketing profiles high, KFC may be faltering. Sure, they have 23,000 worldwide locations to Popeye’s 3,000, but things have changed markedly since KFC was the only major Fried Chicken player on the Fast food scene. There are lots of other vendors out there who have carved out footholds in the Fried Chicken sector. If it comes down to the rest of them, collectively, against the Colonel, he may be in serious trouble.

~ Maggie J.