KFC goes upmarket with new KFC eleven

by Michelle da Silva on July 17th, 2013 at 11:23 AM

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KFC is going upmarket with the launch of KFC eleven in August. The fast-food chain formerly known as Kentucky Fried Chicken is testing a new concept and brand image in Louisville, Kentucky, the company’s headquarters.

According to an online job posting, KFC eleven will serve only boneless fried chicken pieces—which the company launched in April—alongside “flatbreads, sandwiches, salads, and rice bowls”. New drinks and desserts will also be on the menu.

In an interview with the Toronto Star, KFC president John Cywinski noted that people usually associate KFC with “buckets of fried chicken on the bone”. A move towards selling boneless chicken and healthy side dishes, such as salads, is an effort to attract more female customers.

On July 15, Eater Louisville posted a photograph of KFC eleven’s logo. Gone is the portrait of Colonel Sanders, and in his place the plump outline of a chicken. The “eleven” refers to the 11 herbs and spices used in KFC’s original recipe.

Comments

2 Comments

DavidH

Jul 17, 2013 at 1:56pm

Would this be related to the fact that KFC was recently named as one of the worst restaurants in Britain, given the complete absence of anything other than deep-fried, warehouse-raised chicken parts?

Did the execs cry, "Hey, let's sell stale salads too!!"?

cathy

Jul 17, 2013 at 7:55pm

So funny-they think this will attract "female customers"?

Sorry KFC, my friends and i have lots of places we would rather go for our "girls night out".
We like to stay healthy and avoid sodium laden fast food.