The new “KFC sauce” hits U.S. restaurants on Monday, featuring a “sweeter, more tangible smoking kiss mix.” KFC said it tested 50 replicates of the recipe before focusing on one that was under development before the pandemic.
The chicken chain uses the concept of changing the slogan, driven by a pandemic, into a marketing campaign. It began in August when KFC announced it was temporarily suspending its 64-year-old slogan because it “doesn’t feel quite right” in light of health guidelines urging people to wash their hands and not touch their faces to help stop the spread of coronavirus.
KFC has released a “pause”, smearing the slogan of old billboards and signs in a brazen advertisement posted on its YouTube page.
Like most fast food restaurants, KFC uses weird marketing concoctions with concepts of language and sometimes hockey to attract customers to its stores. Fast food is a business with zero loyalty and an easy to shave margin, so any increase in customers is a major profit.
Like other fast food chains, KFC temporarily closed its canteens in March and encouraged customers to order by driving or delivery. It also installs Plexiglas shields against employees and customers, requires workers to wear masks and conducts health screenings before shifts.
KFC’s new signature sauce is the newest menu item – along with reworked recipes for “basic” ranch, honey barbecue, honey mustard and hot sauce sauces – but that’s just the latest.