KFC has over 60 years of experience serving signature chicken to billions of customers across 125 countries. Samir Menon, Managing Director, KFC India, speaks to FoodService about how the brand continues to serve the world’s tastiest chicken and its plans to expand and penetrate further into the Indian market.
Please explain the positioning of KFC India, its USP, and special features when compared to the other QSR chains in the Indian market?
The biggest USP for KFC is that nobody makes chicken as KFC does. Our consumers love the signature craveable taste of our chicken, and their love for the brand has helped us grow over the years. We are known for making the world’s tastiest chicken and shall continue to focus on what we do best. Our hot & crispy chicken continues to be a favorite; other offerings like zinger, smoky grilled, popcorn, etc. are also quite popular among the consumers.
What is your value-for-money proposition for diners and which are your key customer demographics?
We follow standard menu pricing across all our restaurants in India. Our menu offerings are structured to meet the needs of all segments of consumers and their differentiated demands. The brand has several offerings for its customers that includes both value and variety. We have launched special offers like Wednesday Special offer, 5-in-1 Meal Box, Ultimate Savings Bucket, etc., to help consumers make smart choices and enjoy unmatched abundance. Our menu also includes pocket-friendly meals like the Super Saver range @ Rs. 99. The intent is to come up with great offerings that can be enjoyed by friends, families, and groups, at various price points.
What’s the culinary portfolio at your chain?
We have introduced interesting formats and flavors for our consumers while focusing on our core offering - the fresh, crispy, juicy chicken. Our menu includes hot & crispy, chicken popcorn, strips, wings, burgers and more. We are expanding the portfolio from chicken buckets to other favorites like a snack, rice bowls, etc.
Which are your best-selling products and what have been your key innovations?
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