KFC in France has introduced a vegetarian burger. They have made some interesting choices around the brand.
Here’s the ad I saw. You know the saying, if it looks like a duck and quacks like a duck, it’s probably a duck?
Well, here’s a thing that looks like a chicken burger, and is sold by KFC (Kentucky Fried Chicken) but it’s not a chicken burger.
And here is a quote from an article I found:
“…to give you the illusion of eating a Colonel Burger… but without the chicken“
We’ll come back to that in a minute.
Good on them for trying out something new. I’m a fan of experimenting and innovating. You have to try new things or you’ll get left behind.
But I have questions:
- Does a vegetarian visit KFC in the first place?
- Do they want to look like they’re eating chicken?
- What does this do for the brand? Does the future of KFC look like KF… F? Kentucky Fried Food?
If your brand is known for a “thing” and you decide to offer something that’s kind of the opposite, you run a risk of undermining your brand. The thing you’re famous for. Stepping a little sideways is fine, it’s how businesses evolve and stand the test of time. If you keep doing the same thing you have always done you’re going to be in big trouble down the track.
And then, don’t try to pretend to be something you’re not. Embrace what you are, or what you’re trying to become.
This one almost feels like it needs its own brand.
Or: watch this space. If this is successful and KFC expand this line, that could be the queue for a major rebranding of KFC altogether.
Just as an aside, businesses often rebrand without a particular reason to do so. Expensive and often pointless.
This one feels like a solid reason. Time will tell.