KFC launches tender roast chicken

First there was original, then there was spicy, now KFC has introduced its tender roast oven-baked chicken, guaranteed to put mom’s Sunday lunch to shame. The product was officially launched to the public on Easter Sunday, but Prestige Holdings, which holds the KFC franchise, held a media launch yesterday at the Independence Square outlet. Marketing manager at Prestige Holdings, Nigel Bissoon, explained that the new product was the result of extensive research undertaken to determine what the public wanted in terms of variety. He said, “We did research on the consumer to try to understand what they wanted in terms of variety and we saw something clear coming out which was design and option for the consumer that is Sunday lunch.”

The research, he continued, also indicated the need to supplement this new product with a variety of side orders, the newest one to be introduced being baked beans. The media campaign to launch the tender roast chicken began three weeks ago with a “Text to Win” contest, in collaboration with TSTT, which presented the public with an anagram which, when solved, spelt the name of the new product. The 50 winners to be chosen from the correct entries received were promised a barrel of the product. The response to the contest, Bissoon revealed, was phenomenal, with the company receiving 46,000 entries during the ten days for which it ran. Out of this figure, he said, there were 36,000 correct entries.

“This speaks to the literacy rate in TT,” he noted. “We have a lot of smart people who were able to quickly solve the anagram.” The large number of winners compelled the company to quadruple the number of prizes to be awarded to 200. Winners will soon be receiving their buckets of chicken. Bissoon said, “I think we did a great job in terms of communicating to the consumer, which we have seen with the response. On Easter Sunday when we launched, we could not cook the product fast enough. We started in 26 of the 48 outlets nationwide and we have had tremendous success.” The company, he continued, had since received positive feedback from the public, which is happy about the general taste and size of the product. “KFC is very excited to provide the consumer with what they ask for in terms of more variety and an option of the good old Sunday meal,” he said.