Packaging-driven innovation can boost sales, especially when it’s smartly connected to customer needs and opportunities.
KFC has just launched the KFC Go Cup, a hand-held serving of chicken and potato wedges in a cup that fits most automobile cup holders. There are five different product configurations.
Before you dismiss the launch as mere gimmickry, consider this:
KFC’s CMO told The Wall Street Journal that about 50% of sales come through the drive-through.
The KFC team leveraged that point of data, understood the implications from the customer’s perspective, and created a new product format to make on-the-go usage easier and more convenient. It took two years to get it right.
Innovation comes in many forms, and it’s tempting to downplay the less sexy idea. Don’t. You may miss an important opportunity for brand building, sales growth, or strengthening brand relevance.
Instead, think about innovation from the customer’s and/or user’s perspective. Deliver benefits that make the product or service better – and where you can make money. It doesn’t always have to be the rocket science home run.
For example, David Aaker, in his book Brand Relevance, organizes innovation into a three-type continuum of Incremental, Substantial and Transformational Innovation. You may find this to be a handy reference model for your team.
For more inspiration, check out the annual DuPont Awards for Packaging Innovation. You can explore a variety of innovative approaches across a range of categories.
A powerful way to innovate and deliver customer value is to provide packaging-based benefits. KFC has just launched the KFC Go Cup, a hand-held serving of chicken and potato wedges in a cup that fits most automobile cup holders.
Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.
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