Colonel Sanders may evoke visions of deep fried chicken in a bucket, but KFC is hoping his brand clout will help woo a younger, burrito-loving crowd to an entirely new restaurant concept from KFC Canada.
The purveyor of the fat-engorged Double Down sandwich will debut its new banner, KFC Select, next month in Toronto, aimed at consumers drawn to fresher fast food fare from Subway and so-called “fast casual” chains like Mucho Burrito and Chipotle Mexican Grill.
With a menu featuring $5.99 rice bowls and grilled chicken burritos with cilantro rice and mango salsa, KFC Select is a stretch from KFC’s chicken, fries and day-glo coleslaw.
“We are exploring how to move forward with the brand, especially here in Canada,” said Nicolas Burquier, who joined KFC Canada as general manager last year after transforming KFC France beginning in the mid-2000s, quadrupling its size during his tenure and grossing the highest unit volumes of KFC worldwide.
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“We have 60 years of history in this market with a very strong team and loyalty from our consumer base. But going through what is next for KFC in the coming years, [we are asking] how do we appeal not only to the next generation of customers, but also a younger customer base who do not have access to our brand.”
Date: November 27, 2012