With prices and taxes offering no sign of relief for customers, KFC, the youthful quick service restaurant has launched its Wow Menu. It includes new products starting as low as Rs 25*, unprecedented variety @ Rs. 35* and meal combos under-priced at Rs. 49-69*. This new menu offers consumers an opportunity to experience the great taste of KFC across a range of veg and non-veg products, beverages and desserts at an extremely affordable price point.
By offering eight new products within the range of Rs 25-35*, KFC drastically increases accessibility for a broad set of consumers, with a special focus on college students and young professionals. In addition, KFC also offers irresistible combos for a value lunch, priced at Rs. 55* and Rs. 69*. To tell the world about this proposition, the brand has launched a robust marketing campaign including outdoor, radio, digital activation and in-store collaterals. Another first from the brand is the innovative web and mobile application that uses augmented reality and attractive 3D animation via webcams/mobile phone cameras. The application scans Rupee notes and shows animated choices of meals or products that one can purchase at KFC (e.g.: a Rs 100 note will show different combinations of products one can purchase for that amount at KFC).
Speaking about the new range, Tarun Lal, General Manager - KFC India and Area Countries said, “This menu range combines two of our promises– great taste and an unmatched value proposition. With the launch of Potato Krisper, the brand has enhanced its Veg. offerings; and with 10 products / combos under Rs 100, this new menu range offers customers unmatched taste and quality at unmatched prices. Within a few days of its launch, we’ve received avery encouraging response from customers”
The ad-film launched for the new menu prepares consumers to be amazed, saying ‘25 Me Khao, Khake Bolo WOW!’. The film opens with three youngsters standing outside a KFC store, drooling over the food that people inside the store are enjoying. The youngsters are shown discussing how they wished to have more money, so that they could enjoy KFC’s great tasting food & beverages every day… And, their prayers are answered in a visually spectacular fashion, by the new WOW menu range starting at Rs. 25. The next shot shows all three of them sitting inside the restaurant and enjoying the new WOW products at KFC.
The exciting menu range comprises of:
Three new products priced @ Rs 25*: Potato Krisper, Krush Lime Soda, Chicken Shotz and Twin Soft Twirls
Unprecedented variety @ Rs 35* with Chicken Snacker, KoldKoffee, three Crunchy Veg Strips and Kreamball Sundae
Meal combos like Potato Krisper + Pepsi priced @ Rs 49*; Chicken Snacker + Pepsi priced @ Rs. 59* and Popcorn Chicken + Pepsi@ Rs 69*
India Infoline Research Team / 14:59, May 20, 2015
GPIL reported 13.5% yoy decline in operating profit as the impact of higher volumes was offset by lower product prices