Industry News | October 23, 2000

KFC Chicken Sandwich Sweeps Taste Test

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The American Tasting Institute named KFC's Original Recipe sandwich the "best" chicken sandwich among quick service restaurants. The sandwich scored a perfect "10" and won theInstitute's "Best of Show" gold medal during the national blind taste test of 21 chicken sandwiches at eight national chains, including Wendy's, McDonald's, Burger King, Arby's, Jack in the Box, Carl's Jr., Popeye's, and KFC. The institute's panel of "master tasters"—professionals chosen for their discerning palettes—judged the sandwiches based on taste, appearance, freshness and overall impression.

"KFC has a way of seasoning and preparing its products unlike any other quick service restaurant," said master taster Jesse Sartain. The sandwich features a white meat filet breaded in eleven herbs and spices, topped with a secret recipe mayonnaise sauce.

The honor sparked the creative for a new commercial breaking today that highlights the sandwich. Created by Y&R/New York, the commercial takes an inside look at the judging process, showing a member of a panel of tasters so moved by the sandwich's great taste that she is unable to control herself from eating every last bite. The spot is the third commercial in KFC's new advertising campaign themed "How Good is That?"

KFC entered the sandwich market in September 1999 with the introduction of five chicken sandwiches, including Tender Roast, Triple Crunch, Triple Crunch Zinger, Original Recipe, and Honey BBQ. After one year in the sector, KFC captured 8 percent of the $5 billion sandwich market.

Recently, KFC introduced "Twister"—two crispy chicken strips topped with shredded lettuce, tomato, and peppery mayonnaise sauce, served on a soft, warm tortilla.

Founded in 1993, San Francisco-based American Tasting Institute conducts a regular judging of consumer and food service products to honor "America's Best" food, beverage, equipment and tabletop products. Master tasters who are professional chefs judge the products, and some taste tests include the Institute's national board comprised of 50 chefs in 15 cities across the country. The Institute's awards program includes the American Taste Awards, the American Culinary Award, and the American Quality Award.