SGS
Carst and Walker
KFC Cup to Go

US: KFC’s new Go Cup hailed as pure fast-food genius

What’s the worst thing about KFC chicken? No, not the calories – rather the fact that it’s not really designed to be eaten on the go. Well, that was until KFC introduced a new menu item for people who absolutely have to have their fried chicken while driving. The KFC ‘Go Cup’ fits in a car’s cup holder – and is being hailed as a brilliant item of fast food innovation. [Click pic to enlarge]
The cups come filled with a choice of five different items, including the Chicken Littles (sandwiches with chicken, pickles and mayo), Original Recipe Bites, Hot Wings, Original Recipe Boneless or Extra Crispy Tenders. All of the varieties are served with crispy seasoned potato wedges.

The cups are sold for $2.49.

Notes this commentator, Stephen Key on www.entrepreneur.com: Why KFC’s new Go Cup is a brilliant business idea

When students of my entrepreneurship course ask me, “How can I come up with more good ideas?” I always tell them to study the marketplace. I believe great innovations evolve from studying products that already exist in the market, thinking about how they can be improved and asking: What do consumers need and want?

It’s really that simple. And that’s why I write over and over again about how important it is to research and understand buying habits before you come up with new ideas. Recently, a major fast food corporation really drove that point home for me. KFC, as you might have read or seen on TV, debuted an ingenious new product this month: the Go Cup.

I’m a product designer so when I read that the Go Cup, which holds smaller, snack-sized portions of food, fits 83 percent of all car cup holders, my mind was blown. KFC spent two years designing this product. It has a slit at the bottom that can be collapsed to fit different car cup holders, because there is no industry-standard size or design.

The Go Cup also conveniently separates the different kinds of food you order from co-mingling. It costs less — about half the price of the cheapest meal that was on the KFC menu — and includes five different varieties.

I couldn’t help asking myself: How has no one come up with this idea before? It seems so obvious. People love to eat in their cars, because it’s fast and convenient. Why not make the process less messy? They weren’t reinventing the wheel, just thinking about how to enhance what was already out there.

Another important lesson: KFC didn’t just rely on an assumption that their consumers yearned for a snack that was easier to eat in their cars. Their team gathered data that proved that a new innovation was needed. They learned that consumers wanted a snack that was a protein, portable, sold for a low price and that didn’t need utensils.

At the same time, KFC knew that about half its sales were being made by drive-through customers. And according a consumer research firm that surveys eating behaviour, Americans order 21 percent of all their meals from their cars. That’s an enormous market. KFC did their research. And they delivered a product that is going to be a smash, if the media blitz that has erupted in response is any indication.

The Go Cups even look like mini buckets — they managed to extend their brand even while debuting a new line.

Examples of great, marketplace-based product design are all around us. Just keep looking for them.

Spread the love

Tags: , ,

Trackback from your site.

Leave a comment

You must be logged in to post a comment.
320 Views

Latest Food Industry News!

  • Tiger Brands takes a hammering from bad news

    Tiger Brands takes a hammering from bad news This past Wednesday 12 February 2020, Tiger Brands had one of its worst days in years, with its shares finishing 6% lower on the JSE to R188 – the steepest fall since April 2011 – the day Noel Doyle presented the company’s financial results to shareholders for the first time as new CEO. New Tiger

  • Supermarkets under future threat from food delivery disruptors

    Supermarkets under future threat from food delivery disruptors Food delivery apps have are chiselling away at the restaurant industry’s market share, and upping levels of competition. The impact for supermarkets is less direct but no less a threat, as SA futurist, Jonathan Cherry, comments… A new body of research out of the UK suggests that four out of every five shoppers in the

  • Parmalat SA becomes Lactalis South Africa

    Parmalat SA becomes Lactalis South Africa Lactalis South Africa is the new name for Parmalat SA as of 1 February 2020. This is a name change only, and it will not impact the company’s existing products, brands or business operations. Parmalat SA has been been part of the international Lactalis family for the past nine years since the Lactalis Group bought

  • SA competition watchdog approves Pioneer/PepsiCo merger

    SA competition watchdog approves Pioneer/PepsiCo merger The Competition Commission has recommended that the Competition Tribunal give the green light to a R24bn deal that will see PepsiCo take over Pioneer Foods. The deal’s benefits are “significant”, the Commission said, while recommending that it be approved subject to conditions including job creation, local investment and a minimum R1.6-billion B-BBEE transaction. PepsiCo struck

  • SA plastics pact to tackle plastic waste and pollution

    SA plastics pact to tackle plastic waste and pollution Research shows that eight million tonnes of plastic leak into the ocean every year… and while the statistics are overwhelming, initiatives like the newly launched and potentially game-changing South African Plastics Pact aim to tackle the problem head on by keeping plastics in the economy and out of the environment. Launched on 30 January 2020,

  • A new tomato ideal for urban gardens and even outer space

    A new tomato ideal for urban gardens and even outer space Farmers could soon be growing bunches of tomatoes in storage units, on the roof of a skyscraper, or even in space. That’s if a clutch of new gene-edited crops prove as fruitful as the first batch. The primary goal of this new research is to engineer a wider variety of crops that can be grown

  • Symrise presents a decade of top foodbev-flavour trends

    Symrise presents a decade of top foodbev-flavour trends In celebration for the new decade, Symrise has compiled a list of the top 20 food trends that morphed the food and beverage industry over the past ten years. Over the past decade, consumers developed generational preferences and consumption habits resulting in unexpected food and beverage trends. Between 2010 and 2020, the industry saw the

  • Breakfast: history brief and why we should skip it

    Breakfast: history brief and why we should skip it Breakfast is not “the most important meal of the day”. It never has been. That old saying came from Kellogg’s cereal in 1917 as part of a marketing campaign to sell Corn Flakes. With its success, other food companies followed suit and here we are today. (The Kellogg brothers were also religious nuts who got

  • Tiger Brands’ CEO retires, CFO takes helm

    Tiger Brands’ CEO retires, CFO takes helm After a troubled tenure of only four years, the CEO of Tiger Brands, Lawrence Mac Dougall, retired on January 31, having reached the company’s mandatory retirement age of 63. Chief Financial Officer Noel Doyle takes over as CEO from February 1 and Mac Dougall, who has headed Tiger Brands since March 2016, will stay on

  • Wanted! External Sales Rep

    Wanted! External Sales Rep Jo’burg-based BCG Stainless Steel Services is a key player in hygienic fluid processing/engineering in SA – we are looking for a results-driven Sales Representative to actively penetrate the market and generate business with new and existing customers. DUTIES & RESPONSIBILITIES • Establish and maintain strong customer relationships with existing and new customers. • Provide high

Foodstuff SA

Stay informed!

Sign up for our regular newsletter, and
join over 7,000 subscribers who value this service.

Its FREE! Sign up now!

You have successfully subscribed to our mail list.

Too many subscribe attempts for this email address.

*
Food Stuff SA will use the information you provide on this form to be in touch with you and to provide updates and marketing.