HOW I SEE IT - NICK MURRAY-LESLIE, CEO, CHATSWORTH
Of course, all fast food joints get a kicking from the obesity police, but at least KFC's chicken has some protein.
Consumers understand 'good' to mean wholesome, not just tasty. A genuine attempt to reduce salt and hydrogenated fat levels as well as promoting more of its healthier menu options would give more meaning to the 'good' tag. But the concern with fast food brands is also their ubiquity and the lack of any alternatives on the high street.
In these sanitised times, the idea of 'lickin' your fingers is clearly out of vogue. Points to the branding team for working with the material it had, clearly updating the Americana from the deep south to the shopping mall. For maximum impact they should book Justin Bieber to sing the jingle - as McDonald's did with Justin Timberlake and 'I'm Lovin' It'. - HIT