Industry News | August 6, 2014

Colonel Surprises Kentuckians for KFC's $5 Fill-Up Launch

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Paying homage toKFC’s humble beginnings in Corbin, Kentucky—where fried chicken pioneer Colonel Sanders first cooked for hungry travelers at his service station—KFC and the Colonel went back to their roots this week to celebrate the brand’s new $5 Fill-Up meals, presenting consumers with a bit of nostalgia for when you could get a hot meal and fill up your car for just $5.

On Tuesday, July 29, KFC took over Pruitt’s Service Island, an iconic full-service automotive station in Louisville, Kentucky, and offered a unique fill-up when Colonel Sanders caught drivers by surprise, appearing pump-side in lieu of expected service attendants. The Colonel gave a few motorists KFC Gift Checks so they could purchase a $5 Fill-Up meal of their own at a local KFC restaurant, and filled up their cars for free. In candid-camera style, KFC captured consumers’ reactions when the cultural icon showed up at their pump. Hidden camera footage is available to view on KFC’s YouTube channel.

Customers at Pruitt’s were surprised to see the Colonel during a routine trip to fill their tank. One customer got out of her car to give the Colonel a hug, and another customer gave the Colonel a ride around the block in her convertible.

“In 1930, the Colonel opened his first restaurant in the small front room of a filling station in Corbin, Kentucky, which he named Sanders Court & Café. It was there he perfected his secret blend of 11 herbs and spices and started serving his Original Recipe to guests,” says KFC’s chief marketing officer, Kevin Hochman. “Our $5 Fill-Up meal harkens back to a time when you could fill up your car for just $5. We’re rolling back our prices so that our consumers can purchase five different real meals that each include a cookie and drink for just five dollars, too.”

KFC will be surprising Twitter fans who profess their love for fried chicken with free “fill-ups,” giving away free fuel and KFC Gift Checks ranging in value from $10 to $300. KFC’s new $5 Fill-Ups offer customers a complete meal featuring a choice of entrée, drink and dessert, proving yet again that at KFC consumers don’t have to sacrifice budgets to satisfy hunger.

KFC’s new $5 Fill-Ups offer customers a complete meal featuring a choice of entrée, drink, and dessert. The $5 Fill-Up meal options include: the 1 Pc. Breast Fill-Up with 1 Pc. Breast, Mashed Potatoes and Gravy, Biscuit, Medium Drink, and Chocolate Chip Cookie; the 2 Pc. Drum & Thigh Fill-Up with one Drumstick, one Thigh, Biscuit, Medium Drink, and Chocolate Chip Cookie; the Extra Crispy Tenders Fill-Up with 3 Extra Crispy Tenders, Biscuit, Medium Drink, and Chocolate Chip Cookie; the Famous Bowl Fill-Up with a Famous Bowl, Medium Drink, and Chocolate Chip Cookie; and the Pot Pie Fill-Up with a Pot Pie, Medium Drink, and Chocolate Chip Cookie.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.