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"We understand that it's more important than ever for Americans to stretch each dollar," says Javier Benito, executive vice president of marketing and food innovation for KFC. "But living on a budget and with a busy schedule doesn't have to mean sacrificing a great meal with friends and family. At just $9.99, KFC's Value Meal offers an easy and affordable solution. Combine with some of our upgrading tips at KFC.com and you've got yourself a five star dining experience."