Industry News | March 26, 2013

KFC Doubles Down in South Africa

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KFC South Africa launched the iconic Double Down, the first all-meat burger with no roll. This launch follows the product’s introduction in other global markets, including North America, Asia, and Australia.

The Double Down “man-meal” will be available in all of KFC’s 700 restaurants across South Africa until the end of May 2013.

The Double Down has the reputation of all meat and no frills. It consists of two Original Recipe whole chicken fillets, two slices of Cheddar cheese, and a smoked chicken slice in between, topped with the famous Colonel dressing.  

“South African customers have come to expect innovation, and KFC delivers on these expectations and brand promises to keep the KFC menu contemporary and relevant,” says David Timm, chief marketing officer for KFC South Africa.

“The Double Down is a meal designed with men in mind,” he adds. “It’s everything men love and nothing that they don’t, and we are sure that the Double Down will hit the spot for men.”

The KFC Double Down is one of the most successful products on the KFC menu globally, with more than 15 million burgers sold globally in the last 24 months.

“The Double Down has been very well received in other KFC markets, and we expect a similar uptake here in South Africa,” Timm says.

KFC will roll out an integrated marketing campaign in support of this launch.