The Hindu Business Line : KFC to broadbase menu for growth

In its second coming, KFC India is not only ‘Indianising’ its products, but also plans to introduce a large number of items from its international menu to make its mark in the domestic quick service restaurant (QSR) market.

“Ever since we relaunched in 2004, we have been doing rather well. In fact, we have a full fledged strategy this time round to avoid the mistakes we committed earlier,” said Mr Unnat Varma, Director Marketing, KFC, Yum! Restaurants (India) Pvt Ltd.

“As part of our roll out strategy in India, our focus will not only be on introducing ‘Indianised’ versions of our items, but also offering a large variety of items on our overseas menus,” he added. In the ‘could be added’ list are the popular zingers, a variety of burgers and the twisters, which are basically tortillas wrapped in a whole lot of greens and chicken.

Targeting the youth

“From what we have understood on the basis of footfalls at our outlets in the country, more than 50 per cent of our consumers are the youth. So initially we plan to cater to that lot before we start catering to the rest of the population. In keeping with that our menu will also be such that it pulls in youthful crowds,” said Mr Varma.

On its marketing and communications strategy, Mr Varma said, “We have recently concluded a television campaign for our flagship product, hot ‘n’ crispy chicken, after which we have seen an increase of almost 30 per cent in sales. Going forward we intend to do more rounded and complete communication campaigns for the whole of KFC and not one particular product, only after making a certain mark in the domestic market.

Also having faced protests in India and overseas on its chicken breeding methods earlier, the multinational chain this time is playing safe and sourcing from Pune-based poultry major, Venky’s.

Health oriented facts

“We are also extending our communication this time to the health oriented facts of our products. Like, all our chicken products have 100 per cent chicken and not minced meat like our competition, also the oil we use is totally trans fat-free,” said Mr Varma.

KFC India had to shut shop in the 1990s after it faced heavy protests not only from anti-multinational groups but also animal rights’ protector, PETA. This time round the company intends on having a safer and better run here and plans to open 100 KFC outlets in the next three years.