KFC launches in-store fresh push

Kentucky Fried Chicken (KFC) is to extend its marketing around the on-site preparation of its fresh chicken as part of plans for a new store design that is in development.

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Two restaurants, in Cannock and Nuneaton, are currently trialling the new store design, which incorporates images and videos emphasising that ingredients are delivered fresh, and demonstrating the process of preparing the chicken.

Jennelle Tilling, UK marketing director, says KFC’s chicken on the bone and several other menu items are made this way, though the chain aims to eventually prepare all chicken fresh in store.

The messaging accompanies an ongoing above-the-line campaign with the same focus.

The new restaurant design, part of a rolling reinvestment scheme across KFC’s 800 UK locations, also includes trial technology such as a self-service ordering machine.

Some tables include touch-sensitive technology, through which diners can access games and video content from 4Music programme The Crush, which is sponsored by KFC.

Elements of the design are due to be approved for roll-out across new and refurbished stores in the second half of 2011.

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