KFC introduces freshly ground coffee

KFC is launching a campaign to support the introduction of Lavazza coffee as it aims to broaden its appeal and take on coffee chains and fast food rival McDonald’s in the growing coffee market.

KFC coffee
KFC wants to broaden its appeal beyond meal times.

The fast food chain will sell the premium coffee for £1.29, which it claims makes it the “best value” freshly ground coffee available. It claims to price match rivals such as McDonald’s, however McDonald’s says it sells its white or black coffee for £1.19 on average.

KFC is launching press and outdoor advertising to promote the new range and is introducing a loyalty scheme which offers customers a free cup of coffee for every three purchased to encourage regular purchases. The campaign launches on 15 April.

McDonald’s coffee loyalty scheme requires the purchase of six coffees before earning a free one.

Speaking to Marketing Week last month, Jennelle Tilling, KFC UK vice president of marketing, said KFC’s is taking steps to encourage consumers, particularly women, to reappraise the brand and consider it for occasions beyond dinner time. As part of this strategy it is refurbishing its store portfolio and introducing new ranges.

It plans to introduce a new desert range in the coming months.

The chain has also introduced a breakfast menu in a number of UK restaurants and is rolling it out across Scotland.

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