Fast-feeders play game of chicken

Kramer, Louise
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p44
Trade Publication
This article focuses on the sales performance of chicken sandwiches at fastfood chains in the U.S. as of November 1999. KFC Corp. invested $75 million for the introduction of its five-item product line that includes Tender Roast and Triple Crunch. Burger King laid out about $35 million to back its four-week network effort for the launch of its Chicken Club sandwich via Lowe Lintas & Partners Worldwide. Since its product launch on September 19, same-store sales at KFC have increased in the low- to mid-single digits compared with the same period in 1998. Chicken sandwiches at McDonald's will be launched in 2000 as part of the chain's effort to boost the quality of the food it sells.


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