KFC Madness

Oprah Winfrey’s decision to put her name on KFC’s online coupon promotion turned quickly into a “PR nightmare,” as described by QSRweb, which covers the quick-service restaurant industry.

The nightmare isn’t, as you might think, due to Oprah’s hypocrisy in lending her name to one of the worst chicken-abusers in the food business, but rather to the overwhelming response of consumers demanding their promised free food. Gawker spread a rumor that there were “riots” breaking out on Wednesday at a Midtown Manhattan KFC outlet.

There weren’t, but there were a lot of angry people who thought they would get a free two-piece Kentucky Grilled Chicken meal but didn’t because the store had run out. The coupons were promoted both on The Oprah Winfrey Show and at Oprah.com.

A spokeswoman from KFC owner Yum Brands (YUM) told the Louisville Courier-Journal that the promotion created “extreme demand nationwide.

So extreme that KFC President Roger Eaton had to write a note of apology to would-be freeloaders who flocked to Oprah’s Web site to download their coupons. “We are so sorry,” he wrote, “but due to the overwhelming response to our FREE Kentucky Grilled Chicken meal coupon, we can no longer redeem the free coupon at this time.” The company would offer rain checks, along with a free Pepsi, to those who already had coupons, he assured.

Advertising Age called in a “crisis expert” to assess the situation. “The combination of free food and Oprah is a tsunami,” said Robbie Vorhaus. “Clearly KFC wasn’t ready.”

Have KFC executives ever watched Oprah give stuff away on her show? What did they think was going to happen?

Meanwhile, almost lost amid all the hoopla is the question of why Oprah would lend her name to KFC, which is a primary target of animal rights activists who say the chain uses suppliers—chiefly Tyson Foods (TSN)—that house chickens in deplorable conditions before killing them in a deplorable manner.

Oprah has reapeadtedly rallied against factory farming and was once targeted by the meat industry for her on-air avowal to avoid burgers.

Paul Crossfield of Civil Eats wrote that because “Oprah has marketed herself as one who cares about animals, even getting a ‘Person of the Year’ award last year from PETA, this KFC campaign is a serious disappointment to say the least.”

Not that we should be shocked. Oprah has repeatedly shown that her principles are flexible.

Source (article): THEBIGMONEY

Source (pictures): HOTELRESERVATIONDEALS, SWAGGRABBER