“This is due to the experiences the brands are creating as well as the variety of chicken and how you can enjoy it,” Motif Brands founder Reilly Newman told The Food Institute. “This comes to no surprise, as the experience economy has been taking root across the globe.
“Chicken allows for (ample) customization, sauces, and forms, depending on the buyer’s preferences.”
Newman told FI that these popular QSRs tend to boast limited menus that increase the perception of value.
“Just as McDonald’s focused on the Starbucks and Dunkin’ crowd with CosMc’s to increase relevancy while leveraging their brand awareness and abilities, KFC has done the same with Saucy,” Newman said.
“Similar to a retailer’s private label, the [chicken-centric] brand is able to extend to meet a need in the market while maintaining its position,” Newman added.
“If the new brand fails, they can simply subtract it and not harm the perception of the main brand. This optimizes the launch, increases marketability, and avoids any audience confusion because the meaning of these brands is well-established.”
