Once the face of fast food in China, KFC has recently become the black ‘cheep’ with flatlining profits and distrustful customers brought on by scandal and bird flu. In an attempt to win back its consumer base, the fried chicken giant is planning a makeover of both its menu and design. We hope this makeover includes to stop putting illicit hormones in the chicken. CBS reports:
So now, KFC is pulling out all the stops with a total makeover, including new uniforms and packaging and a new look for stores. It’s also taking the unusual step of introducing 15 new or relaunched products simultaneously, including two new chicken sandwiches, three rice dishes, four snacks and six drinks or desserts. The menu will eventually have 66 items.
“Good restaurant brands know that the way to customers’ hearts is through their stomachs, but delicious food alone is not enough. We also need to deliver a comfortable store environment, excellent service, and a distinctive culture for our customers,” Su said. “Therefore, KFC’s Restage also includes redesigned product packaging, an enhanced service model, contemporary staff uniforms, gradual roll-out of a new store design and a number of digital initiatives including a new mobile app, E-menu and prepay take-out option.”
The menu update includes two new chicken sandwiches. Ten of the 15 products are new while five are re-launched versions of customer favorites, according to the company. The new menu will be launched at KFC China’s 4,600 restaurants in more than 900 cities.
Which, considering the toilet ice, and antibiotic and GMO violations is a little like giving a car with a broken engine a new paint job. And experts have there doubts about whether or not the makeover will be effective. And with Real Kungfu and other chains creeping up in popularity, the clock is ticking.