KFC has been unable to sustain the perception momentum it built up with fast food eaters around its Olympics-timed #HowDoYouKFC social media campaign in February.
The Sochi Olympics in early February brought the 2014 high water marks for KFC in two key BrandIndex metrics: Buzz (“If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?") and Value ("Does it give good value for what you pay?").
Even a popular prom-themed video released in April of a high school boy giving a girl a corsage made of a chicken drumstick was unable to stem a three-month long slide. From early February through the present, both of those scores dropped by around a third for KFC.
Purchase consideration, a vital measurement tied in with potential sales, has remained relatively stable over the same time period. When fast-food eaters have considered where to eat, KFC has been contemplated among 29-31% of fast food consumers.
Over the last week, there has been a recent uptick, seemingly coinciding with the limited time return of its controversial Double Down Sandwich after a four-year absence: bacon, Monterey Jack cheese and sauce fitted between two slices of chicken with no bun. However, neither the Buzz nor Value scores have followed back up with it.
KFC was measured with three of YouGov BrandIndex’s scores: Buzz, Value, and Purchase Consideration (“When you are next in the market to purchase products in this specific category, from which of the following would you consider purchasing?”). All respondents are adults age 18 and over and have eaten fast food at least once in the past six months.