What Is the Dilemma Facing Kfc?
In 2010, KFC introduced its new item to the menu; The Double Down, it was the sandwich that had no room for a bun. This sandwich was introduced with an attempt to grow revenue in a very competitive business. According to Solomon, Marshall, and Stuart, the U.S. has the largest fast-food market in the world, with many competitors offering products that are the same or similar with rivalry prices that constrain profit margins (Solomon, Marshall, & Stuart, 2011) . KFC first started in North Corbin, Kentucky during the great depression and was at that time called Sanders Curt & Café which led to expansions in 1952 in South Salt Lake, Utah, and eventually to Canada by early 1960. Kentucky Fried Chicken was sold in over 600 franchised outlets changing ownership multiple times. Today, the brand is owned by Yum! Brands and is based in Louisville, Kentucky serving 12 million customers each day. The Double Down features two thick and juicy boneless white meat chicken filets with your choice of original recipe or grilled, two pieces of bacon, two melted slices of Monterey jack and pepper jack cheese and colonels sauce. Although it was initially offered on a limited-time basis, KFC decided to add the item permanently to the menu because of strong sales driven in part by people eating the sandwich on YouTube and popular television personality Stephen Colbert consuming one on the Colbert report television show. KFC reports that the launch is one of their most successful ever, but from a nutritional standpoint, the Double Down packs 540 calories, 32 grams of fat, and a whopping 1,380 milligrams of sodium in original recipe and 460 calories, 23 grams of fat and 1,430 milligrams of sodium in grilled; the level of sodium in the sandwich is definitely a drawback (Solomon, Marshall, & Stuart, 2011), but the fat gram in the sandwich is high as well because I would not be able to eat that with my heart condition. This would not be a purchase I would make at KFC. Concerns
References: Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2011). Marketing: Real People, Real Choices. In I. Pearson Education (Ed.). Prentice Hall. Stein, J. (2010). Hold the Bun. Ebsco Host Academic Search Premier, 175(22), pp. 53-53, 1p. Retrieved from http://web.ebscohost.com.ezproxy.bethelu.edu:8080/ehost/detail?sid=a3a9fd71-248a-433e-b257-357a8171e14a%40sessionmgr11&vid=19&hid=13&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=aph&AN=51087791