KFC India Is Shifting Its Focus Back To Chicken

According to several reports, KFC India has decided to move on from promoting vegetarian options at the chain to focus on what it does best; chicken. This, despite a majority of the Indian population being vegetarian.

The Vegetarian Way

Earlier, KFC India devoted a lot of attention to appealing to vegetarian consumers. When it entered Gujarat in 2011, it redesigned its menu to include more pure veg items like the Paneer Zinger and Veg twister on their menu which became immensely popular.

Going Back To Chicken

However, KFC India has now consciously decided to re-focus on chicken.

Lluis Ruiz Ribot, the chief marketing officer for KFC India said: “The food scenario in India has evolved really quickly. Consumers are well-travelled, exposed to global trends, willing to try new food, and seek food that is authentic.”

KFC’s latest campaigns have displayed their chicken focused strategy – first, they introduced the Chizza, which is a piece of chicken topped with cheese. Then, they rolled out their Friendship Bucket of Chicken which includes four different types of chicken and released an extensive ad campaign to promote it.

Despite the shift in focus, KFC India will continue to serve vegetarian options.