NCAC REPORT
STAYING STRONG IN 2021 AND BEYOND By Tom Broome, NCAC Vice Chair
I
n my last article, I said that 2021 promises to be interesting, and it has been every bit of that and more. We have seen many change across the country and in our own businesses. If 2020 and the first half of 2021 have taught us anything at all, it is that change is the “new normal.” Much already has happened this year. We launched our new Chicken Sandwich with tremendous success, thanks to each of you and your teams! The KFC Marketing and Food Innovation teams did such an incredible job with this delicious sandwich, drawing more customers to our restaurants and increasing trial and frequency. The results were so good that we had to temper our marketing efforts as we faced industry-wide chicken supply challenges. You have done a phenomenal job of keeping up with the fast-paced, supply-related changes to our marketing efforts. Hopefully, we all will see relief on both the chicken and labor fronts as we finish out the summer and the year. We also have seen a dramatic change in how consumers are engaging with KFC, specifically in
The KFC Marketing and Food Innovation teams did such an incredible job with this delicious sandwich, drawing more customers to our restaurants and increasing trial and frequency. 10 AKFCF Quarterly Summer 2021
the social and digital space. Before this year, I could not really tell you what TikTok was — now I know that it is basically a digital talent show for everyday people. KFC Marketing and our agency partners are working with some big KFC fans. For example, Lili Hayes (known as TikTok’s Grumpy Grandma) repeatedly asks “Do you like chicken” and shows off our sandwiches while dressed as the Colonel. There have been KFC chicken songs, and our Nashville Hot Chicken Tenders rose to their own fame as one video alone was viewed over 21 million times! We all should appreciate the continued focus on keeping KFC relevant and engaging for our consumers who keep us top-of-mind. As our local communities and the country emerge from the pandemic, and as COVID-19 restrictions are lifted, our sales continue to remain strong. With the supply-related challenges, we have had to make changes in our TV and digital media approach. As a result, we will see heavier year-end media spending as we look to restart our sandwich promotion along with high-end promotions of COB, beverages, and sides. Once we have a steady tenders supply, we can look to promote them as well. Thanks to the work of KFC Marketing, our agency partners, and our Marketing Subcommittee, our “war chest” of funds remains full. We will be ready to go out loud and strong when supply pressures ease. We WILL remain competitive and keep the love for KFC going strong. Last year, our beverage business took a big hit, as we sold fewer lowend meals and combos. With beverages playing such an important role in what we offer our customers, we have brought back an official Beverage Subcommittee. Joan Bowling is leading that subcommittee that