KFC Parent's New Concept Restaurant Targets Chick-fil-A

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YUM, the company behind Kentucky Fried Chicken, is getting ready to launch a new chicken restaurant concept, but they’ve been pretty tight lipped on the details.

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YUM! Brands, the parent company of KFC, is getting ready to launch a new chicken restaurant concept, but they’ve been pretty tight lipped on the details.

What is known is that the new place is called Super Chix and Arlington, Texas has been picked as the single test location.

Given what’s been announced about the menu and concept, industry leaders are guessing it’s Yum! Brands attempt to gain an edge over the increasingly popular chain, Chick-fil-A.

Recently, the Atlanta based restaurant chain pulled ahead of KFC to claim the top chicken sales spot in the US.

This latest concept may be YUM!’s attempt to test a smaller and premium menu concept. Part of the plan seems to be distancing themselves from the endeavor as neither they nor KFC are mentioned in the marketing.

Instead, they’ve made the main characters of the Super Chix story the “three food-obsessed friends who believed chicken could and should be better.”

They’re promoting their product as made to order, hand-breaded, and free of hard to pronounce ingredients.

Said an industry analyst of the strategy, it allows the restaurant to "start free and clear of all perceptions of all existing brands."

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