Monday, November 22, 2010

Media fails to see KFC's Double Down plan

It's funny the things you take for granted. Me? I didn't even notice that KFC's Double Down - the chicken monstrosity I've dedicated an 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.

What's 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 it's because journalists don't realize they're 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 KFC's plan is to pull the sandwich for a short time, then reintroduce it citing "popular demand," thereby getting another wave of publicity.

Honestly, I've been writing about the Double Down mainly as a lark. I think the thing is funny, especially since it's become a touchstone for food fascists who want to limit people's ability to eat whatever they want. But I don't think I'll be writing about it anymore, largely because I don't 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?


Orwell's Bastard said...

The Chuck Norris of corndogs.

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