KFC's New Original Recipe Boneless Chicken: You Ate the Bones? Really?
JK Grence A study in beige. It tastes like it looks. Pleasure Food: Original Recipe Boneless Chicken
Where to Get It: KFC, locations Valleywide
Price: $5 for a two-piece meal
What It Really Costs: Sodium bloat and shame.
Advertising executives have a harder time than ever catching the public's eye. Come up with something with just the right edge, and it takes off like wildfire; Kmart's "Ship My Pants" YouTube ad is a perfect example. A less-than-perfect example is KFC's attempt to sell its new Original Recipe Boneless Chicken.
The KFC ads feature people eating chicken, being surprised that there are no bones left, and then repeatedly exclaiming, "I ate the bones!" I've seen varying reactions to these ads; none are good. There are quite a few people who have dealt with the horror of a pet (or child!) that actually ate chicken bones. "Not fun" is putting it mildly. Personally, I wonder how one could be surprised at the lack of bones when ordering boneless chicken. How stupid are these people? And then there are other people who are prone to innuendo. It doesn't take much imagination. Bones. Giggity.
This ad campaign is yet another stumbling block for a company that's seen its U.S. market share dwindle for years. The fast-food industry is hellacious. To stay competitive, you have to either have a steady supply of new and exciting items (Jack in the Box, Taco Bell) or keep a laser focus on one thing and do it better than anyone else (In-N-Out Burger, Chick-fil-A).
KFC instead prefers to come out with a marginally interesting item every couple of years, while paying little attention to what put them on the map. They had marginal success back in 2009 with Kentucky Grilled Chicken; other offerings are dubious at best, like the Famous Bowl (which somehow is still on the menu) and the what-the-fuck-were-you-thinking Double Down.
KFC is trying again, this time by offering good ol' Original Recipe chicken, but in boneless form. I haven't set foot in KFC in years (largely thanks to being scared as hell by the Famous Bowl and Double Down), so I figured now was as good a time as any to give it another go.