KFC launches breakfast menu in challenge to fast-food rivals

KFC A.M. launches this week at the chain's flagship Marble Arch restaurant in central London before the roll-out of an 18-store trial in the Tyne-Tees region later this year.

Participating restaurants will open daily at 6am, four-and-a-half hours earlier than usual, to begin serving the breakfast menu, which will be available until 10.30am.

The London launch will be backed by targeted outdoor advertising, while a TV, press, outdoor and radio campaign, created by Bartle Bogle Hegarty, will back its debut in the North East. KFC expects a full national roll-out in 2009.

The KFC A.M. menu, aimed at working men, will comprise eight items, incl-uding traditional breakfast foods such as bacon and egg. Existing menu items such as the Wrapstar will also be adapted for the early-morning market. Fried chicken will not feature on the menu.

As part of efforts to improve its beverage offering, the chain will now serve Lavazza coffee and Twinings tea. It also plans to introduce Tropicana juice, smoothies and juice drink brand Spirit.

KFC rivals McDonald's and Burger King have both revamped their breakfast menus in recent months. The two now offer rolls with back bacon, while the latter has added a roll containing Cumberland sausage.

Fact File: Fast-food breakfasts

• The breakfast market accounts for 10% of all fast-food sales.* The UK market is worth an estimated £289m.**
• McDonald's gave away a free coffee mug earlier this year to promote its switch to back bacon and better-quality bread for its bacon rolls.
• Burger King revamped its morning menu last November, promoting its offer as 'proper breakfast'.
• JD Wetherspoon pubs open from 9am and sell about 1m breakfasts every month.
• Source: *Sandelman & Associates, **NPD Group/CREST

This article was first published on Marketing