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Kentucky Fried Chicken Restaurant plans to dish out more vegetarian food products for its Indian consumers this year. Though chicken products will continue to dominate the menu, consumers can look forward to a wider choice of vegetarian food items now.
“We have more non-vegetarian than vegetarian food on our menu card at present. But we will be adding more vegetarian food products to our offerings this year,” said Mr Dhruv Kaul, Director-Marketing, KFC India.
The restaurant has rolled out an affordable range of products under the brand name ‘Streetwise' targeted at college teens. With food items priced between Rs 25 and Rs 100, KFC plans to build a stronger connect with teenagers. “We are a youthful brand and have attracted young adults. With the launch of Streetwise, we hope that we will become more attractive to the teenagers as well, for whom affordability is a key concern,” said Mr Kaul.
By refreshing and resizing its products, KFC has managed to retain the signature taste in all the lesser-priced products as well, he said. It will market the brand through a television commercial produced by Soda Films, radio campaigns, online social networking media such as Facebook, search engine optimisation and in-store branding. It will spend 15 per cent of its annual budget on marketing activities this year.
It plans to set up close to 500 stores in the country by 2015 from the current 108 with an investment of Rs 2.5 crore for a per store.
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