LOUISVILLE, KY. – To hear KFC tell it, the chicken chain has outdone itself with its “best chicken sandwich ever,” but can it overcome competitors already at war in the chicken sandwich space?
KFC believes it has the winner in a quarter-pound, all-white meat, double-breaded, Extra Crispy chicken breast filet, served on a freshly toasted brioche bun; crispier, thicker pickles; and the Colonel’s real mayo or spicy sauce. The company said each sandwich is made when ordered, so it is served piping hot. The new KFC Chicken Sandwich is available in select markets and will be available seven days a week in all 4,000 KFC restaurants in the United States by the end of February.
“We tested the new KFC Chicken Sandwich in Orlando last spring, and we nearly doubled our sales expectations, so we knew that we had a winner,” said Andrea Zahumensky, chief marketing officer, KFC US. “Many customers hadn’t considered KFC as a part of the chicken sandwich conversation, but anyone who tastes this sandwich will know, without a doubt, that we’re playing to win.”
The new KFC Chicken Sandwich is part of the brand's food innovation strategy. The company said the KFC food innovation team carefully crafted the sandwich to complement the brand’s fried chicken. The team “…tested pickles with eight variations of thickness and they collaborated with six different bakeries on more than ten recipes in order to find the right bun to hug the new the quarter-pound, all white meat, double-breaded, Extra Crispy chicken breast filet in just the right way.”
Customers may order the KFC Chicken Sandwich à la carte for $3.99 or as part of a combo meal, which includes KFC Secret Recipe Fries and a medium-size drink, for $6.99.