KFC likes to find ways to get media and social media attention.
That has included a number of food stunts designed to get people talking and sharing images. Its most notable effort was KFC Double Down, a chicken sandwich that used fried chicken as the bun instead of conventional bread.
In the fast-food world, that's not even that wacky a maneuver. Many chains have tried to get attention with over-the-top creations few would dare to eat. KFC, a Yum Brands (YUM) -) chain has also tried non-food stunts like branded lip gloss and candles that smell like fried chicken.
Related: A Chick-fil-A menu adds a once unthinkable item
In recent years, however, the chain has gotten more subtle and focused on its food. It recently replaced its mysterious "popcorn" chicken with a higher-end chicken nugget. That's a subtle move aimed at competing with McDonald's (MCD) -), Burger King, and Wendy's but it's not an overly surprising one.
Now, KFC has followed Restaurant Brands International's Burger King in putting an item on its menu that McDonald's fans have long been clamoring for. Burger King calls their entries the BK Royal Crispy Wrap while KFC just calls them Kentucky Fried Chicken Wraps.
In both cases, they are new takes on McDonald's beloved Snack Wraps, an item that the fast-food giant dropped in 2016. Snack Wraps may literally be the only item in McDonald's history that fans have clamored for the return of — something the company's social media team is well aware of — only to have the company deny their request.
Image source: KFC/Yum Brands.
KFC adds a new Wrap
While Burger King did not explicitly address McDonald's when it launched its wraps earlier this year, the message was implied. The chain clearly saw that its rival wasn't giving customers what they wanted, a lighter meal option that could be an add-on or just a snack.
KFC also introduced its wraps as a limited-time offer earlier this year. This time it's bringing them back with two new takes on the format, Chewboom.com reported.
- The new Mac & Cheese Wrap features an extra crispy fried chicken tender topped with KFC’s rich and gooey cheddar mac & cheese and finished with a sprinkle of three-cheese blend.
- The Spicy Slaw Chicken Wrap covers an extra crispy tender in a flavorful mix of KFC coleslaw, spicy sauce and crunchy pickles.
These two wraps join the Classic Chicken Wrap which tops a fried chicken tender with pickles and mayo, wrapped up in a warm tortilla. All three Wraps cost $5 for two and are available in combo meals for $8.49 (prices can vary regionally).
KFC is a huge global brand
While some may see KFC as a second-tier brand in the U.S., globally it rivals McDonald's. Yum Brands CEO David Gibbs talked about the brand's success around the world during his company's first-quarter earnings call.
"First quarter system sales grew 15%, driven by 9% same-store sales growth and 7% unit growth, reflecting broad-based strength. Globally, KFC is consistently executing its winning recipe of core menu innovation, disruptive value, expanding category use occasions, and doubling down on digital initiatives," he said.
The CEO also shared some information on the brand's U.S. strategy.
"The focus at KFC U.S. is targeting new audiences and category use occasions by using relevant value and product innovation as demonstrated with the introduction of boneless offerings, including the return of the Double Down sandwich, and launch of two for $5 wraps in the first quarter, and the national launch of the much-anticipated chicken nuggets early in the second quarter," he added.
