Magazine article Marketing

KFC Launches Breakfast Menu in Challenge to Fast-Food Rivals

Magazine article Marketing

KFC Launches Breakfast Menu in Challenge to Fast-Food Rivals

Article excerpt

KFC is to start selling breakfasts for the first time as part of a global move into the burgeoning market.

KFC A.M. launches this week at the chain's flagship Marble Arch restaurant in central London before the roll-out of an 18-store trial in the Tyne-Tees region later this year.

Participating restaurants will open daily at 6am, four-and-a-half hours earlier than usual, to begin serving the breakfast menu, which will be available until 10.30am.

The London launch will be backed by targeted outdoor advertising, while a TV, press, outdoor and radio campaign, created by Bartle Bogle Hegarty, will back its debut in the North East. KFC expects a full national roll-out in 2009.

The KFC A.M. menu, aimed at working men, will comprise eight items, including traditional breakfast foods such as bacon and egg. Existing menu items such as the Wrapstar will also be adapted for the early-morning market. Fried chicken will not feature on the menu.

As part of efforts to improve its beverage offering, the chain will now serve Lavazza coffee and Twinings tea. …

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