Friday, August 17, 2012

McDonalds, Popeye’s, and KFC Chicken Battle Brewing.



Chicken is the most popular meat in North America second most popular selling meat in the world.  In the United States McDonalds has very successfully sold Chicken McNuggets since 1983 and is currenlty testing bone-in chicken wings.   KFC evolved from Kentucky Fried Chicken into a global power house yet is capitulating North American market share currently too Popeye’s Chicken.  McDonalds may try and garner share from both KFC and Popeye’s leveraging grocerant niche success clues.  Thus creating Chicken Wars not only in North America but around the globe.

Understanding the success of the rapidly expanding grocerant niche McDonalds has been testing mix and match meal bundling of chicken in France, Germany, and Luxembourg via the Chicken Box.   In France the Chicken Box contains six McNuggets , three chicken wings and three chicken strips.
In Germany and Luxembourg it is more consumer interactive and participatory and I quote: “The “Chicken 3er Box” is three portions and three dipping sauces. The “Chicken 5er Box” packs five portions of chicken and five sauces. You pick the chicken you want from among Chicken McNuggets (six pieces in a portion), Chicken Sticks (three in a portion) or Chicken McBites (portions are by weight not number). Mix and match as you wish. Want five portions of McNuggets? Fine.”
Chicken is versatile, convenient, made to order, encapsulate fresh, personalization, and portability.   That by the way just happens to be the heart and soul of the grocerant niche; personalization, portability and portion size. At the intersection of contemporary consumer meal consumption trends and the confluence of the time starved consumer is the grocerant niche filled with fresh ready-2-eat and heat-N-eat prepared food.  McDonalds plans to leverage the fact that chicken is the second most popular meat in the world to expand its menu opportunities while leveraging the success tactic’s found within the grocerant niche.
Don’t discount McDonalds, the can rapidly become a huge player in the chicken sector. Fun Fact: The most popular meat consumed in the world is goat.
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3 comments:

  1. From a marketing perspective I have the greatest respect for McD. They have the power to innovate and test all kinds of interesting food concepts. I wish they would try a few more options that are less processed and a bit healthier.

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