Why KFC won’t chicken out as a Chicken QSR

KFC, yes, the one you know, has closed down hundreds of its outlets in the UK. And it is for no other reason than – don’t wait for it – chicken! Rather, and more accurately, the outlets are being shut down for the shortage of chicken, an integral item of the chicken-based offerings. This is unlike the reasons for having lately closed down some outlets in Nigeria.

The UK problem only arose because KFC switched its Delivery Contract over to DHL, who’s had some teething problems delivering fresh chicken to all of the 900 KFC outlets; with some of the remainder outlets now having to close down, operate reduced hours or limited menu, more because KFC says “it would not compromise on quality”.

On the lighter side, should we then resort to a name change to save the business? How about Kentucky Fried All? Or Kentucky Possibly Chicken? Or even Kentucky May-Not-Have Chicken? Or do we just say Kentucky Fried Choice, if only to keep the renowned KFC acronym.

More seriously, there definitely will be implications for this shock in the operations of the QSR as they’ve rarely seen; there will be sundry implications for the brand, for the business, and for the chicken-based platform.

Implication for Brand

There are wide and varied implications for the KFC brand on this issue, and one of it - that of perception - is already being so efficiently managed by the global chicken icon as to be expected, not with their access to world-class PR representation. However, customers might have to live the next few weeks, or days, considering other chicken options if they must get their favourite chicken in their diet.

Implication for Business

In the meantime, till DHL get their chicken-distribution channels right and running, the share of pounds accruable to KFC will shift to some competing brands, non-competing brands, even as some customers might hold back from spending the same on other chicken options.

Implication for Platform

All chicken-based QSRs are bound to be shocked, and share from the perception people might end up having on the possibility of reaching their favourite outlets and being unable to have chicken.

The positive side however, is that several competing brands, even in their native home of America, are standing-by taking on the gauntlet, including Popeyes and Church’s; even McDonald’s have great nuggets, as much as you might wish to argue whether that fits into straight chicken craving.

In spite of the foregoing, Colonel Sanders remains smiling, knowing it is unlikely any time soon, that KFC will chicken out as a Chicken QSR.

By ‘Dele Dele-Olukoju, Marketing Communication strategist, and publisher of the online Marketing Communication Digest. He writes from Lagos, Nigeria.