Media fails to see KFCâs Double Down plan
Itâs funny the things you take for granted. Me? I didnât even notice that KFCâs Double Down - the chicken monstrosity Iâve dedicated an inordinate amount of time to on this here blog - officially disappeared from Canadian restaurants last week. While the sandwich, which features two chicken breasts in place of a bun, was initially presented as a limited-time offer here in Canada, I figured the huge sales of the thing would ensure its permanency.
Lo and behold, though, KFC stuck to its word and pulled the sandwich on Nov. 14.
Whatâs more surprising, though, is how gullible - and perhaps lazy - the media is. Our major newspapers had stories on the end of the Double Down, but none that I saw actually stopped to ask one simple question: if KFC Canada was in fact “stunned” by the “staggering” sales, as it said it was in a press release, why is the sandwich being discontinued?
Hmm, maybe itâs because journalists donât realize theyâre part of the marketing plan.
Take two facts into account. One: the Double Down received huge amounts of media coverage upon its launch in Canada. And two: it makes no logical sense to take a hot-selling and well-publicized product off your menu.
It seems pretty clear that KFCâs plan is to pull the sandwich for a short time, then reintroduce it citing “popular demand,” thereby getting another wave of publicity.
Honestly, Iâve been writing about the Double Down mainly as a lark. I think the thing is funny, especially since itâs become a touchstone for food fascists who want to limit peopleâs ability to eat whatever they want. But I donât think Iâll be writing about it anymore, largely because I donât want to be part of this rather obvious marketing strategy any longer.
Now then, which fast-food chain is going to come out with an even more outrageous menu item?
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