Kfc Sticks With Offering Only Chicken

KFC sticks with offering only chicken

January sales reach target despite bird flu

The Thai unit of Yum Restaurants is staying true to Colonel Harlan Sanders by offering only chicken at its outlets despite the avian flu outbreak that has scared many consumers away from eating poultry.

Panithan Sethabutr, managing director of Yum Restaurants International (Thailand) Co, yesterday asserted that sales at the 305 local KFC outlets had met the company's target last month.

He insisted that KFC outlets in Thailand would not start selling other kinds of meat in the near future or offer unusual discounts to attract customers.

In Vietnam, the KFC chain has switched it menu to selling fish after the Vietnamese government banned chicken sales following outbreaks of bird flu.

``Doing that would just send a signal to our customers that there are some problems with our chicken,'' Mr Panithan said.

``During this critical moment, what we have to do is to inform customers about the hygiene and quality of our food.''

In fact, he said, KFC had received a minor windfall from the bird flu scare.

``Many customers have come into the outlets because they couldn't find chicken dishes elsewhere with other major food service firms now not serving the poultry.''

Mr Panithan said he was not certain when Thai consumers will begin purchasing chicken supplied by small food service operators again.

He believes consumers will regain confidence in eating chicken once small-time operators can prove that their cooking processes and services are hygienic.

After spending almost eight million baht on a promotion to boost consumer confidence in its chicken products, Yum is spending more than 10 million baht to promote a new tortilla sandwich.

The new KFC Wrap is already available at all KFC outlets in Thailand for 35 baht. New television commercials for the product will begin on Thursday, Mr Panithan said.

--Bangkok Post 2004-02-14