KFC to launch nationwide menu in US
05 Feb 2009
Yum Brands Inc.'s (YUM), a KFC brand, plans to launch its first nationwide value menu in the US next week as the company wants to target cost-conscious customers.
The nationwide value menu will have a line of grilled chicken products to be introduced in April. The launch will be backed by national advertising. The new value menu will complement the traditional fried chicken that gives the chain its name.
The new menu by Yum hopes to give a lift to its US. KFC business, whose performance has trailed that of the fast-food giant's other brands Taco Bell and Pizza Hut.
The KFC value menu will be launched next week at its roughly 5,300 domestic restaurants while Yum plans to launch its long-anticipated Kentucky Grilled Chicken platform in April after years of testing.
Yum chief executive officer David Novak said this morning that the domestic division of KFC was the only underperforming business at Yum last year.
Yum also owns Pizza Hut, Long John Silver's and A & W restaurants.
Sales at established US stores in the fourth quarter were down three percent at KFC from a year ago, down one percent at Pizza Hut and up nine percent at Taco Bell.