Comments on: KFC Puts the SPIN on the Double Down Sandwich

By: Abby Dorsett

Abby Dorsett — Fri, 23 Apr 2010 14:52:10 +0000

Great post Gini! I feel KFC definitely was losing brand awareness and many people might have forgotten it was still around with the over populated messages from McDonald’s, Taco Bell, Hardees and Burger King. In response to Doug, I find it hard to distinguish what market position KFC wants to be in as well. They can’t compete with $1 burgers and taco’s and therefore– what can KFC do for me? As Doug said, KFC needs to improve the core offerings/experience to be more attractive in the competitive fast food world and I agree. It just can’t compete and bottom line– this sandwich offer won’t last long and either will KFC if it doesn’t do some re-branding and structuring.

By: Paul McConaughy (@minutrition)

Paul McConaughy (@minutrition) — Tue, 20 Apr 2010 15:46:07 +0000

It raised my awareness. Every time I hear about it I remember the grease dripping from the last meal I bought and every time I think about going there I can’t get that gagging feeling out of my throat.

This is so NOT awesome. It is the thinnest kind of business building.

One thumb up for short term profit. Ten thumbs down for brand destruction.

By: Shelly

Shelly — Mon, 19 Apr 2010 22:31:33 +0000

Maybe it is good that I read this after eating!! It is very effective marketing… interesting

By: Nick

Nick — Mon, 19 Apr 2010 21:59:43 +0000

LOL. I am just happy more and more people are coming to SpinSucks.com. It is fantastic to hit the century Tweetmeme mark. Thank you Gini for letting me contribute to your wonderful blog! Next stop 200!

By: Edward Philipp

Edward Philipp — Mon, 19 Apr 2010 21:53:48 +0000

Lots of attention for a sandwich in a not sandwich brand… Think about it. KFC gets attention for their brand and as a brand extention into sandwiches they sneak it in under the radar.

Seems like an effective promotion and extention of their business.

Edward Philipp
@EdLovesSumo on Twitter.

By: Gini Dietrich

Gini Dietrich — Mon, 19 Apr 2010 21:52:34 +0000

I would just like to thank everyone for giving Nick the opportunity to beat me. I’m not bitter. Or competitive. Must write a post that is more popular!

By: Emily Gray

Emily Gray — Fri, 16 Apr 2010 23:59:23 +0000

Maybe they found people weren’t willing to shift attitudes as easily as they had hoped with the health focus on the grilled chicken?

As far as my brand impression of KFC, this possible Double Down stunt is far more acceptable to me as a consumer than their cancer donation campaign with the pink buckets. That health focus feels at complete odds with KFC to me.

By: Social/Digtal Innovation & News – 4/16/10 « Legends of Aerocles

Social/Digtal Innovation & News – 4/16/10 « Legends of Aerocles — Fri, 16 Apr 2010 17:45:17 +0000

[...] KFC Puts the SPIN on the Double Down Sandwich http://spinsucks.com/advertising/kfc-puts-the-spin-on-the-double-down-sandwich/ What is GEOFocus, and Why Did We Launch It? [...]

By: Miguel Gonzalez

Miguel Gonzalez — Fri, 16 Apr 2010 14:50:55 +0000

Consider this: It takes an enormous, coordinated effort to launch a product (in this case a “sandwich”) throughout the system in a QSR such as KFC. (Quick service restaurant, btw.)

It’s time consuming, costly and complex. Corporate owned restaurants and franchisee owned restaurants need to comply with changes in supplies, the line, packaging, pricing, menu boards and more.

The cost of launching a new sandwich or product is too great for Double Down to be just a stunt. And all the MBA bean counters would never allow it. Stunts aren’t good business — menu innovation is great business. And, like it or not, that’s what the Double Down is really all about.

By: Chef Jim

Chef Jim — Fri, 16 Apr 2010 13:55:41 +0000

This follows along the lines of studies done in the 60′s regarding TV commercials–the ones that the audiences hated the most were the ones they could name the product with no problem. The point being annoying commercials drove home a point better than bland commercials.