KFC launches Box Feasts lineup in latest value play
“What we're seeing is that people still expect their meal to feel complete, satisfying, and abundant, and that's where Value Feast stands apart, delivering a full box with an irrational amount of chicken for the price.”
KFC's latest value play is a new lineup of Box Feasts, starting at $7. They include:
- $7 Box Feast: One KFC Snacker, 5-piece nuggets, 3-ounce fries, and a medium drink
- $9 Box Feast: Two KFC Snackers, 5-piece nuggets, 3-ounce fries, and a medium drink
- $11 Box Feast: One chicken sandwich, two tenders, 3-ounce fries, and a medium drink
"At the end of the day, people just want a meal that feels like it delivers," chief marketing officer Melissa Cash said in a statement. "What we're seeing is that people still expect their meal to feel complete, satisfying, and abundant, and that's where Value Feast stands apart, delivering a full box with an irrational amount of chicken for the price."
The Snacker is made with a mini brioche bun, one Hot and Crispy Tender, mayo, and pickles. Guests can also add spicy mayo, coleslaw, or both.
To support the launch of its new value lineup, KFC is introducing a new campaign inspired by the idea that consumers should celebrate when they are served food they're excited about. In the new spot, Colonel Sanders introduces Box Feasts and breaks into a celebratory dance as the music kicks in. As the company notes, he is "turning that feeling of getting a full, satisfying meal into something you can actually see play out. It brings to life that familiar reaction when the food hits and you know you made the right call."
KFC has been experimenting with the right value proposition for several months amid an intense environment and as the chain attempts to mount a comeback. In January, the chain launched five $5 bowls. That was followed by a bevy of digital-only deals on Sundays.
In February, KFC began testing two new value programs in the Cleveland-Akron-Canton, Ohio, and Tampa Bay-St. Petersburg, Fla., markets, and also debuted a $20 Build a Bucket, allowing guests to choose eight pieces of chicken (dark meat) or eight tenders; four sides; four biscuits; and four sauces.
Notably, KFC's $7, $9, and $11 Box Feasts seem to be pulling a page from Yum Brands' sibling chain Taco Bell, which has found a tremendous amount of success offering a range of value options as part of its Luxe Menu, including $3, $5, $7, and $9 options.
