KFC Zinger Launch

In April 2017, KFC decided to introduce it’s Zinger chicken sandwich (burger) into its home
American market. This is despite the product being available in KFC’s international markets for
over 30 years, where it is KFC’s most popular product in 120 countries.

For this activity, students need to review the launch TV commercial featuring Rob Lowe as the
new Col. Sanders. On the video below, following the TVC there is some basic information
regarding the launch and why it was undertaken.

Discussion Questions

1. What were the main reasons that KFC decided to introduce this new product?
2. Why did they need to test market the product, given that it was already successful in over
100 countries?
3. Did they need such an elaborate launch – which will include the launching of the chicken
sandwich into space – given that it is a popular product that would probably do well
anyway?
4. Based on the information provided, can you outline the key components of their new
product process?