KFC bets on a chicken dip

KFC (AKA Kitchen Fresh Chicken and Kentucky Fried Chicken) has decided to fire back at those burger chain wolves trying to steal from their hen house. They want to do it with pre-dipped chicken pieces and parts using a delivery system they’ve coined the “Flavor Station.” The pre-dipping takes place just before the product is handed to the customer (sorry, the “guest” – gotta get with the politically correct terminology) who chooses wings with or without bones, popcorn chicken or strips and then requests the meal be dipped in a honey barbecue, fiery buffalo or sweet and spicy sauce. It’s a full immersion process, by the way, so don’t expect to nibble on these tasty little nuggets of goodness while driving down the interstate. This is not a product designed for dashboard dining. Unless you like wearing your food on your pants.

Scott Bergren, KFC’s Chief Marketing Officer, said that Flavor Station gives their lunch items an edge over the new poultry products sold by the burger boys down the street. McD’s, Wendy’s and Burger King all sell strips of chicken with dipping sauce on the side. KFC evidently believes the idea that customers should do the “dipping” themselves is asking way too much of the limited mental abilities of some of their late night drive-through customers.

Flavor Station is supposed to appeal to the core of the fast food business - men between the ages of 18 and 34. It was the target for their 99 cent Snacker which was wildly successful, probably because it could be eaten with one hand while driving down the interstate. The price didn’t hurt, either. Bergren thinks Flavor Station has greater potential, though, because it "brings product news and flavor to multiple favorite items on the menu. And it allows us to take people McDonald's and Wendy's have converted and provide them with a unique way of eating."

I don’t think so. They need to count out the lunch time drive-through business. Wearing the remnants of one’s lunch on the job all afternoon is still not a good idea no matter what color your collar or how casual the Friday dress code. The crowd that still comes in and bellies up to the order counter might be prospects for a dripping mess of a lunch time treat.