A number of burger brands have jumped on the plant-based opportunity, but this partnership has earned KFC first-mover status in the chicken category. This test builds on that status, a position that can be both a blessing and a curse.
The blessing, of course, is to set those aforementioned standards and to generate the type of Atlanta-like buzz that doesn’t come around too often in a limited-time-offer-heavy segment. The challenge is a risk of supply pressures for a product that’s not quite fully scaled, and a slightly higher price point for value-conscious consumers. For this test, prices will vary throughout the two markets.
“We’re testing a couple of different price points because this test is all about learning. We really selected the pricing by looking at the industry on plant-based options and we tried to make it comparable,” Zahumensky said. “We’re not walking away from value as brand, we still have our value portfolio, but we also want to offer more premium products and this product warrants it.”
The ultimate goal in Charlotte and Nashville is to collect as many learnings as possible as fast as possible and then go from there. I have covered the restaurant industry since 2010 when I was named editor of QSRweb. I later added fast casual and pizza beats to my portfolio as editorial director of f...
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