It’s not surprising to see yet another specialty sandwich or bucket of chicken out for a limited time only from KFC. However, this time its different. This one comes with no bun and a little buzz! On April 12, KFC is introducing its first-ever bunless chicken sandwich: the KFC Double Down. This one-of-a-kind sandwich features two thick and juicy boneless white meat chicken filets, two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce.
During the product’s test market phase last year, high consumer interest and demand drove people to travel for miles to sample the Colonel’s tasty new creation. From online chatter speculation to late night talk show mentions, the Double Down generated more buzz than any test market item in KFC history.
So, what about the buns!
In addition to the already heightened buzz around the product, KFC is mixing in a little PR for what seems a feeble attempt to avoid the negative focus on the sandwich’s nutrition. To celebrate the launch of the new product, the brand will donate both buns and funds to food banks across the country, starting with the Dare to Care Food Bank in KFC’s hometown of Louisville, Ky.
It is truly astonishing the amount of attention centered around this new sandwich. I’ve come across prank videos to KFC’s customer service to cold hearted protest for the sandwich’s release. All in all, the new innovation has garnered new conversation and growth opportunities for the organization that could pay huge dividends in the future.
Businesses, while you may not be able to create buzz, you can influence it. Search for that special ingredient, observe your consumers reactions, respond and watch the magic happen!