With prices as low as Rs 25 – and not crossing Rs 99 in the Streetwise menu – KFC is taking on market leader McDonald’s which had come up with a Happy Price Menu starting at Rs 20.
“The youth today like anything with value. They want a place to hang out, to connect, to have a chat and eat at the same time. We want KFC to be just that”, says Dhruv Kaul, Director – Marketing, KFC India. The game plan is clear – KFC now wants to become the new ‘adda’ spot for students and hopes that larger volumes will make up for the thin profit margin of the new menu. The company plans a 360 degree campaign to promote the new range.
“We have kept prices to a minimum. And the range consists of vegetarian items – because we value our vegetarian customers and know some prefer to have vegetarian on certain days of the week – along with our popular chicken items”, adds Kaul. In the Streetwise range, one can choose from veg snacker (Rs 25), chicken snacker (Rs 30), snack box – with chicken and fries (Rs 55), Rizo – consisting of rice, dip and fried chicken (Rs 99) and a Mini Krusher (Rs 39).
So far, the products of KFC, which is the largest brand of Yum Restaurants, a company that owns other leading brands like Pizza Hut, Taco Bell, A&W and Long John Silver, were priced between Rs 65 and Rs 500.