McDonald’s has benefited from selling freshly ground coffee, in an effort to shake off its downmarket image. In 2010, it became the biggest seller of coffee in the UK, ahead of Starbucks and Costa.
Now KFC is to follow suit as it aims to challenge perceptions that it offers only chicken products.
The outdoor ads, which will initially run in the Tyne-Tees region of north-east England, will highlight that KFC uses Lavazza coffee, which it has offered since 2009.
A spokesman for KFC said: ‘Lavazza coffee is an example of a quality KFC [menu option] that consumers might not be aware of, and given that more and more consumers appreciate good coffee, it makes sense to communicate that now.’
Last year, KFC revamped its breakfast menu and store-opening times as it sought to attract more customers.
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