Call it the tipping point, call it the recession, or just call it too good to be true. The later turned out to be the case with KFC's recent grilled chicken promotion launched on the Oprah show. With a couple of clicks of the mouse, anyone within the US could print up to four coupons redeemable for a 2 piece grilled chicken dinner. (Interestingly, the back end service was ran by Coupons.com.)
The day after the promotion aired, I visited my local KFC after attending to a few errands. The line was long but manageable with an estimated wait time of 30-45 minutes from my estimation. Other locations, like those in New York City and Baltimore, were inundated with mobs of customers. Obviously, the marketing and public relations teams at Yum! Brands completely missed the projections for the promotion. News outlets across the country reported long lines, understaffed kitchens, sold out product, and upset patrons. The meal giveaway ran for an additional one and a half stressed days until KFC made a change to the promotion.
Two short, possibly never ending if you are a KFC employee, days later the company posted a news release. Roger Eaton, CEO of KFC, was apologizing to the customers "who have been inconvenienced by the overwhelming response to our free Kentucky Grilled Chicken offer." The announcement officially ended the free-for-all promotion and was replaced by a rain check. The press release, however, offered scant details on how to request the rain check and simply pointed customers to inquire at their local KFC for further details. A promotion which originally required a few clicks of mouse to print a coupon, suddenly would require a trip to the KFC outlet, completion of a form, safekeeping of the original coupon, and weeks worth of waiting to redeem.
Never promise what you cannot deliver!
Clearly, the promotion found its target audience by enticing a strapped America to enjoy a free meal. For KFC and Yum! Brands, the media coverage far exceeds any residual brand damage if customers have a short memory or if the product is too intriguing or good to pass up. Depending on the fallout over the promotion, the customer base will decide whether this is a marketing misstep or marketing genius.
For any business implementing a marketing initiative it would be
prudent to never underestimate the potential demand, especially if it
happens to be touted on The Oprah Winfrey Show. Maybe KFC should also remember the business adage "Never promise what you cannot deliver."
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