Apparently, a sandwich of bacon, cheese, and mayonnaise swaddled in fried chicken is not a great marketing strategy. Although items like the Double Down get us bloggers excited, KFC’s market share has been dropping since 2005 and sales fell six percent last year.
Ad Age reports that stunts like the Oprah-endorsed grilled chicken roll-out and the Double Down create buzz but not sustained sales growth, and sales are up at competitors like Chick-Fil-A and Popeye’s. A “branding expert” says that KFC may have muddied its image with products that have little to do with traditional fried chicken.
That’s okay, we like Popeye’s better anyway.