Did KFC aim too high?

Word of the coupons at Oprah.com/kfc for a free meal has spread like wildfire. In my opinion, Kentucky Fried Chicken should have known that using “The Oprah Winfrey” show, web site or anything affiliated with Oprah mean a huge response.

KFC has been lagging behind other fast-food chains in terms of sales, and apparently it has decided to go for broke. Through Oprah’s site, anyone can download a coupon for a free meal including two pieces of Kentucky Grilled Chicken, two sides and a biscuit. Actually, anyone can download four coupons.

Too much, too soon?

The goal, of course, is to get people hooked on the new product and boost future sales. However, some financial analysts are worried that this giveaway will end up hurting the company. Jay Hancock from The Baltimore Sun says:

History is replete with examples of companies that offered giveaway or discount promotions only to have them become a bit too successful.

Is KFC going to need short-term loans to stay afloat after this giveaway?

A ton of free food, perhaps literally

Add up every household in the U.S. that has a working computer, internet and a printer, subtract vegetarians, a few thousand people in the “other” category and the two people in America who haven’t heard about this, multiply that number by four, and add an additional four per person who uses multiple computers. That’s how many free meals KFC will potentially be giving away before May 19.

In my “professional” opinion, yes, KFC could end up losing a lot of money. Methinks they underestimated the power of Oprah. They also may have overestimated the potential popularity of their Kentucky Grilled Chicken. I have heard mixed reviews.

Maybe not mixed, just lightly tossed

Unfortunately for KFC, the “mixed” reviews I have heard range from “not bad for free food” to “that was awful!” I have heard people express satisfaction with the food, but no one who has said they’ll be going back to make a Kentucky Grilled Chicken purchase any time soon.

KFC is pushing its “new image” hard, and its “Unthink What You Thought About KFC” campaign has spread far and wide thanks to the Oprah Force. However, as long as free stuff is flying around, it’s impossible to tell whether people are buying it.

Does “free stuff” equal “new image”?

KFC has gotten bad press for things ranging from an unhealthy menu to animal cruelty. Kentucky Grilled Chicken is clearly an attempt to fight the “unhealthy” image. You can read nutrition information on the new menu item at oprah.com/kfc while you are waiting for your coupons to print.

But is one menu item enough to completely change people’s minds about KFC? Did they reduce the fat content in the gravy or the biscuits? If they did, I haven’t heard about it. I suppose it’s possible that the Oprah Force could ultimately bring KFC closer to the top of the fast-food chain, but I won’t hold my breath. I’ll take some free mac and cheese with my chicken, though.

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State of Emergency Declared

California wildfires have destroyed more than 700 homes

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Not a Californian?

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Anyone and Everyone

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