KFC, formerly Kentucky Fried Chicken, has dabbled with non-fried fare before,
with mixed results. Its core business remains fried chicken on the bone. But disappointing sales indicate a need for dramatic change, Novak says, including "a more youthful and contemporary
image."
New advertising as part of that campaign will appear later this month; no details were disclosed. Some "signature beverages"--as yet unnamed--are in the works, along with an array of grilled and portable foods. Coming soon is a value-priced toasted wrap, to be followed by what was described only as "another grill-pressed portable product" to boost lunchtime traffic.
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