Grilled Chicken Most Successful KFC Launch Ever - MediaBuyerPlanner.

I was one of the many that stood in line for free grilled chicken at KFC.  Fueled as much by the novelty of the promotion as the hope for free food, I was greeted like most with an unusually long line and ill-prepared kitchen staff.  After waiting for 10 minutes my 3 friends and I jumped the line and went to a "non-grilled chicken" register  and paid for KFC's normal menu items.  KFC was successful in getting my friends and I to walk through their door when we otherwise would not have gone.

Since that encounter I have been back to KFC 3 times.  Had it not been for the promotion, it might be another one of the countless fast food restaurants that I pass by daily.

What most people who wrote about the fiasco forget is that the people waiting for free chicken were probably not regular KFC customers.  Sure, the new grilled chicken is enticing to the current customers as well, but what this promotion did was encourage many new people to try their food.

Oprah of all people endorsed the deal.

When there is talk about customers being angry and walking out, I believe by and far that those were not "customers" but rather people who wanted something for free.  When the next deal comes along, they'll be back.  These were people they hoped to gain, and yes they gained less than they might have if executed perfectly, but they were by no means losing their core following.  If you've taken a class in economics you know there is no such thing as free...there is an opportunity cost involved and that cost was time.

I think by all counts, even before reading this article that this was successful and would make KFC memorable in customers' eyes again.  I encourage you to read the link to realize the success of this campaign.