KFC have opened a new concept store in Sydney’s Parramatta aimed solely at an adult customer base. the menu’s been trimmed, kid’s meals gone, while the outlet is currently awaiting approval on a liquor license.
The concept with chicken follows McDonald’s hipster-esque café called The Corner that opened in the inner-west Sydney suburb of Camperdown in late December. Gone were the traditional Maccas uniforms as staff donned chambray shirts and dark jeans.
Only a tiny McCafe logo on the takeaway bags could be found in the café, according to The Guardian. “The logo is minuscule on the sign outside, which in black lettering on a white background proclaims The Corner.”
However KFC’s chief marketing and development officer, Nikki Lawson, is adamant its new store will be clearly KFC.“The store is KFC, it’s not something else,” she said.
“The KFC branding is front and centre. For us, it’s more a location strategy than a different brand.
“I don’t know exactly what the McDonald’s one was built around but it feels like a different brand for me when I look at it and ours is fundamentally not.”
The new store was created to target adult workers in the larger employment hubs. The fast food brand is already all over the suburban and city areas, said Lawson, but penetration in the urban parts of Australia was more scarce.
“We’ve been looking for a model that can work specifically in those kinds of more urban locations for us,” explained Lawson. Parramatta was the perfect fit for them.
The store is targeted completely towards working adults and not families. “What we’re hoping that will do is broaden perceptions of the brand and broaden the reach of the brand,” explained Lawson.
The menu has been altered and skinnied down, mainly because retail real estate in urban areas is more expensive, said Lawson. If KFC doesn’t have as many things on the menu they don’t need as big a space for cooking said menu items.
She added: “We’ve got no family meals on there, we’ve got no kids meals on there, we haven’t got our beverages on there, a lot of our snacking products aren’t on there, so it’s skinnied down the menu so that the real estate we take up is less.”
Fingers are crossed around the KFC office that this will be the first of many, but the team are seeing how the trial goes first.
“This is the first one and I’m sure we’ll learn a lot from it. Whether it will be exactly what’s rolled out or whether we find there’s no market for it, we’ll figure that out from the store,” said Lawson.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]