Magazine article Marketing

Opinion: The Marketing Society Forum - Do Consumers Want More Healthy Options at Fast-Food Restaurants?

Magazine article Marketing

Opinion: The Marketing Society Forum - Do Consumers Want More Healthy Options at Fast-Food Restaurants?

Article excerpt

KFC is responding to growing consumer demand for healthy foods by launching a trial of its first griddled chicken products in the UK market, at 17 restaurants in the Tyne-Tees area.

YES - JENNELLE TILLING, VICE-PRESIDENT OF MARKETING, KFC

I think customers want choice. The secret to our success is providing a wide variety of great-tasting food that is value for money. We are always listening to our customers and making sure the food we offer meets their changing tastes and lifestyles.

At KFC, we work hard to constantly evolve our menu with innovative products and make continuous nutritional improvements to our menu.

We have recently launched the griddled chicken trial, as we know people are looking for lighter options, but also new, great-tasting flavours.

The griddled chicken recipe is an exciting addition to our Original Recipe chicken and we hope it will be just as popular with our customers and become part of our signature range.

Ultimately, it is our customers who decide our menu and we pride ourselves on providing an affordable range of quality chicken, as well as easy-to-understand nutritional information to help customers make a choice.

MAYBE - JONATHAN HARMAN, EMEA PRESIDENT, CARLSON MARKETING

As health has risen on people's agendas, fast-food brands have changed their offering. While healthy, organic and Fairtrade ingredients are the ideal, consumers won't make those choices at the expense of speed.

By creating a healthier image for the fast-food brand, KFC probably hopes to boost revenue. Take Pizza Hut's 'Pasta Hut' initiative, developed to counter 'unhealthy' slurs. A healthier menu won't radically change behaviour, but it does provide the opportunity for a different choice.

Fast-food brands that align their offering with the government's Change4Life drive to promote healthy eating will certainly benefit.

The film Supersize Me probably motivated food retailers to act as much as consumer behaviour, but regardless of where the demand stems from, the market is moving that way.

Health has been a global trend for years and making fast food appear healthier is an important marketing strategy. Fast-foods brands should just be careful to ensure that their brand values are not compromised.

MAYBE - JULIE LEIVERS, HEAD OF BRANDS, HOVIS

This is the classic question of whether a brand should stick to what it is famous for or follow consumer trends. …

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