Dive Brief:
- KFC launched Go Buckets that contain chicken in a cup for $3.49, the company said in a press release.
- The Go Buckets include four nuggets, two wings or one tender and a choice of fries or wedges.
- Other chains, including Subway and Chipotle, have added snackable items in recent years after seeing opportunities to grow the slow afternoon daypart.
Dive Insight:
KFC is focusing on providing more convenience and value to guests as part of its turnaround strategy to improve sales and traffic.
During the summer, it rolled out a global brand transformation that included expanding its sauce line, enhancing its Kwench beverage platform across new markets globally and offering additional menu items like tenders. KFC also debuted a new restaurant called Open House as a testing ground for table service and the breakfast daypart.
The Go Buckets hit on several consumer trends at once. At $3.49, it meets consumers' need for more affordable eating out options. It also has 16 to 18 grams of protein, which addresses growing demand for the popular nutrient.
But most importantly, it can help KFC expand its afternoon daypart, which has become an increased focus industrywide. A majority of consumers surveyed by Datassential said they snack outside of traditional mealtimes.
KFC has also been offering more value options that mirror its sister company Taco Bell, which has a strong value proposition that has provided a significant boost to sales. The chicken chain added Value Feasts, with meals priced at $7, $9 and $11, in March. It also expanded its $10 bucket deals across weekdays starting in May.
