Mia Patel
KFC is a well-known fast-food chain that has been serving its signature fried chicken for decades. In recent years, the brand has faced competition from other chicken restaurants, such as Chick-fil-A and Raising Cane's, and has struggled to keep up with changing consumer preferences. While KFC is known for its bone-in chicken, the company has recently started to shift towards boneless options, such as sandwiches and nuggets, to appeal to younger customers and compete with its competitors. KFC's boneless chicken offerings have been successful, with the company selling 100 million chicken nuggets in just eight weeks in 2023. While there is no mention of a specific '20 Fill Up Boneless Chicken' option, KFC does offer various Fill Up meals, such as the 2pc Chicken Fill Up and the 3pc Tenders Fill Up, which include a variety of sides and a drink.
| Characteristics | Values |
|---|---|
| Date of launch | April 14, 2013 |
| Number of eateries offering the new menu item | 4,500 |
| Name of the new menu item | Original Recipe Boneless Chicken |
| Price of the two-piece Boneless Combo | $4.99 |
| Items included in the two-piece Boneless Combo | Two pieces of chicken, one side, a biscuit, and a medium drink |
| Year KFC introduced chicken sandwiches | 2021 |
| Number of chicken nuggets sold by KFC in the first quarter of 2023 | 100 million |
| Number of KFC restaurants worldwide | 30,000 |
| Number of countries and territories with KFC restaurants | 150 |
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What You'll Learn
KFC's shift to boneless chicken
KFC is a fast-food chain known for its fried chicken, but in recent years, it has seen a shift in consumer preference towards boneless chicken. This shift has been particularly evident in the success of its competitors, such as Chick-fil-A and Raising Cane's, who have surged in demand and financial success.
Traditionally, KFC has been a bone-in chicken brand, with its signature fried chicken remaining unchanged for over 70 years. However, in 2013, KFC announced that it would be offering a new option: Original Recipe Boneless Chicken. This new menu item featured larger, filleted pieces of chicken that were bone-free, skinless, and included both white and dark meat. While KFC already offered crispy chicken strips, these new boneless pieces were a significant departure from their traditional bone-in offerings like breasts and drumsticks.
The introduction of boneless chicken at KFC was sparked by the growing popularity of nuggets and strips, with nearly four out of five servings of fried chicken in the United States being bone-free. This trend was further confirmed by the success of KFC's chicken sandwich in 2021, which generated strong sales and attracted younger and new customers. In the following quarter, KFC introduced chicken nuggets, selling 100 million in just eight weeks, leading to a 5% increase in domestic same-store sales.
KFC's parent company, Yum Brands, attributed the success of their boneless offerings to the cooperation and shared best practices between their global markets. With 85% of KFC locations outside the United States, many of these international markets have had high-performing chicken off the bone for decades. By leveraging the knowledge and experience of these markets, KFC was able to crack the code for selling boneless options in its home market.
As KFC continues to expand its boneless chicken offerings, it remains to be seen whether they will completely remove bones from their menu. For now, KFC is focused on winning back customers and reminding them of their commitment to delivering the best fried chicken, whether it's on the bone or off.
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KFC's global markets
At the heart of KFC's global strategy is the iconic Colonel Sanders' secret recipe—a blend of 11 herbs and spices. This recipe remains a constant across all markets, providing a consistent and unique flavour profile that resonates with customers worldwide. However, KFC recognises that a one-size-fits-all approach will not work in every market. Therefore, they adapt their menu offerings and marketing campaigns to align with the unique cultural preferences and tastes of each market. This localisation strategy helps KFC build brand awareness and forge deeper connections with customers, regardless of their location.
KFC's major markets include China, with an impressive 10,000 stores, making it the largest market for the chain. The United States follows closely with 3,943 stores, including the first KFC franchise in 1952. Other significant markets include Japan with 1,140 stores, India with 1,000 stores, South Africa with 960 stores, the United Kingdom with 928 stores, Thailand with 853 stores, Malaysia with 770 stores, Indonesia with 742 stores, Australia with 699 stores, Canada with 601 stores, and Ecuador with over 150 locations, making it the largest market in the Caribbean and South America.
KFC's global strategy goes beyond specific age groups or demographics. They cater to a broad audience, with families being a significant customer segment. KFC offers diverse meal options and creates family-friendly restaurant environments to meet the needs of this diverse customer base. Additionally, KFC prioritises speed and convenience, offering self-order kiosks and mobile apps for streamlined ordering.
KFC's success in global markets can be attributed to its ability to adapt to local preferences, maintain consistent quality, build a strong brand identity, and continuously innovate. By understanding their customers and staying true to the Colonel's secret recipe, KFC has secured its position as a leader in the global fast-food industry.
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The Colonel's Original Recipe
KFC is making changes to Colonel Sanders' Original Recipe for its famous fried chicken. However, the brand has assured fans that the iconic 11 herbs and spices will remain the same. Instead, it is the chicken itself that is getting a makeover, with KFC offering a boneless option. This change comes after the ever-growing popularity of boneless chicken, with nearly four out of five servings of fried chicken in the US being bone-free.
The new boneless chicken option will be available at participating KFC locations across the country, with a total of 4,500 eateries offering the new menu item. Customers can purchase a two-piece Boneless Combo for $4.99, which includes two pieces of chicken, one side, a biscuit, and a medium drink. KFC has dubbed the launch of its latest menu item "The Greatest Day in Chicken History".
The boneless chicken pieces will be larger than the crispy chicken strips already on the menu. They will be filleted directly off the bone, and will be both skinless and bone-free. The pieces will still be hand-breaded and will use the same recipe as the bone-in menu items.
KFC's new boneless chicken option is part of the brand's strategy to win back the hearts (and stomachs) of its fans. The company has stated that it is serious about reminding America of its identity as a game-changer with a relentless pursuit of the best fried chicken. This shift in strategy comes after KFC's bone-in chicken brand stagnated, with demand surging at competitors such as Chick-fil-A and Raising Cane's. By offering more boneless options, KFC is appealing to younger and new customers, building upon the success of its chicken sandwich launched in 2021.
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KFC Fill Ups
The KFC Fill Ups provide customers with a complete meal, combining their signature fried chicken with sides and a drink. This offering is part of KFC's strategy to win back customers and showcase their focus on flavor and trend-forward menu innovation. The Fill Ups are available at participating KFC locations in the U.S. through the KFC Rewards program, which can be accessed via the KFC app or online.
In recent years, KFC has been expanding its menu to include more boneless chicken options, such as sandwiches and nuggets. This shift towards boneless chicken is in response to consumer preferences and the success of similar offerings from competing brands. While KFC is known for its bone-in chicken, the introduction of boneless options has been well-received, particularly among younger customers.
KFC's parent company, Yum! Brands, has emphasized the importance of cooperation between its global markets, which has helped KFC expand its menu options. The company's CFO, Chris Turner, noted that 85% of KFC is outside the U.S., and many of those markets have successfully offered chicken off the bone for decades. By sharing best practices and learning from their global markets, KFC has been able to introduce popular boneless options in its home market.
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KFC's Comeback Era
KFC has signalled a new era for the brand, dubbed "The Comeback Era", with a shift in tone in its marketing and a renewed focus on flavour and innovation. The campaign is targeted at winning back customers and reminding them of the brand's identity as a "game-changer with a relentless pursuit of the best fried chicken".
KFC's President, Catherine Tan-Gillespie, acknowledged that the Colonel—the brand's iconic mascot—would not be happy about the brand's current market share. The campaign messaging reflects this, stating that "We won't smile until our customers do".
The Comeback Era is characterised by a shift in tone from cheerful to serious, with the Colonel's expression reflecting this change in sentiment. This serious tone is present in in-store signage, billboards, and social media.
The campaign also introduces new menu items, including Kentucky Fried Pickles, which are golden-fried dill pickle slices that can be paired with Comeback Sauce or ranch. This limited-time offering showcases KFC's focus on flavour and innovation.
In addition to the new items, KFC is bringing back its iconic Fill Ups, which offer a complete meal at a great value. The Fill Ups include a variety of options, such as the 3pc Tenders Fill Up, the 1pc Breast Fill Up, the 2pc Chicken Fill Up, and the Famous Bowl Fill Up. Each Fill Up typically comes with mashed potatoes and gravy, biscuits, Pie Poppers, and a medium drink.
Through the Comeback Era campaign, KFC aims to reconnect with its customers, showcase its commitment to flavour and innovation, and adapt to evolving consumer preferences, solidifying its position as a leader in the fried chicken market.
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Frequently asked questions
KFC has not announced any plans to sell 20 Fill Up Boneless Chicken. However, they did start selling a two-piece Boneless Combo in 2013, which included two pieces of chicken, one side, a biscuit, and a medium drink.
KFC has been expanding its boneless chicken offerings in recent years, including chicken sandwiches, chicken nuggets, and chicken strips.
KFC introduced boneless chicken options due to the increasing popularity of boneless offerings among consumers, particularly among younger customers. The company also learned from its global markets, where boneless chicken has been successful for decades.
