KFC apologises to customers over promotion for The Double
Yesterday's "VIP" email
Fast food company KFC is facing a social media backlash from some of its most committed consumers after offering them “VIP” previews of its controversial new The Double snack but failing to get the message to all of its stores to be ready to offer the product.
Yesterday saw an email from KFC to its male database headed: “We’re about to make history and you’re on the VIP guest list.”
It offered them a preview of the new burger, which drops bread buns in favour of two pieces of chicken sandwiching bacon and cheese. The launch has prompted a major backlash from health campaigners today.
The KFC email told customers: “We’re launching this brazen burger on Wednesday, but as a KFC VIP you can get a taste of it tomorrow. Get to your nearest KFC store and ask for The Double. They’ll make it to order and boom! You’ve just encountered The Double’s mammoth flavour hit.
“Grab one tomorrow and then tell everybody that you were the first to tame the mighty The Double.”
However, today has seen the KFC Australia’s Facebook page fill up with complaints from those who took the invitation at face value only to find that stores were not expecting them.
One complained:
“Flat out false advertising, you really need to put more thought into your promotions from now on, I just ended up with a double crunch burger because your incompetent staff aren’t told anything by management… Pathetic. This promotional media has failed plenty of people today.”
Another said:
“I received the VIP email, printed it out and the Frenchs Forest KFC, which is the closest to KFC head office, would not give me a double burger? whats up with that?”
Another complained:
“Finally tried one but it was a hassle as the store didn’t want to give me one. Had to show them the email & Facebook message before they would give it to me.”
Another said:
“Thanks for nothing KFC I just walked ten minutes to KFC Darling Harbour and I COULD NOT get a double. Next time you make an offer make sure you can actually follow through with the promise. Very unimpressed.”
One volunteered: “”I even took the VIP email with me saying that we could get the double today. You’ve just lost yourself a very good customer.”
Another said: “”WTF kfc in dee why wouldn’t sell me one after I showed them this status on my iPhone. Don’t kfc want my $10?
This is ridiculous. I’m emailing YUM! About this. Worst company.”
Zac Rich, Corporate Affairs Manger, KFC Australia, told Mumbrella: “This is the first time that we have offered our Facebook fans access to a product prior to launch. While there are some customers who have had trouble getting a hold of a Double, it has gone very well in most areas. We apologise to those customers who have been unable to buy the product but rest assured that it will definitely be available across Australia from tomorrow.”
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This guy obviously has no idea what’s going on. “This is the first time that we have offered our Facebook fans access to a product prior to launch”… WTF – the offer was sent as an EDM!! Not on Facebook.
Someone did not get the memo to all the store management and staff in time, end of story. Fail.
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“Thanks for nothing KFC I just walked ten minutes to KFC Darling Harbour and I COULD NOT get a double.”
lol i guess 10 minutes must be a long walk for a KFC fatty! Thanks for nothing? How bout thanks for getting you off your fat A$$ and giving you some exercise! Funniest complaint ever!
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Haha Stacey that was actually my comment and I can see how it makes me sound very obese! All I meant was that 20 minutes of my lunch break wasted on this false promotion was pretty damn irritating, the walk itself was pleasant.
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“Thanks for nothing KFC I just walked ten minutes to KFC Darling Harbour and I COULD NOT get a double. Next time you make an offer make sure you can actually follow through with the promise. Very unimpressed.”
LOL!!! Best part of the whole article!
Maybe you should be thanking them for the extra exercise you got! Sounds like they did you a favour by NOT contributing to your ever expanding arse and clogged arteries! Take it as a sign from the universe! Put down the burger and pick up a healthy diet and exercise instead!
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the people who missed out on their double burgers from KFC should be thankful!! They avoided the unhealthiest food possible. Could add years to your lives guys if you continue to miss out !
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I think people are well aware of the artery clogging ability of the burger, so no need to constantly put down the “fatties” who choose to buy it. this is more an example of poor use of email marketing
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The double literally was down.
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Bad pr KFC
f you fuck up, apologise and make it right. Don’t diminish the concern of those who didn’t get what you promised, by saying too bad, so sad, most people got it.
Offer those wronged a free $20 voucher or something – make it better.
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“Flat out false advertising, you really need to put more thought into your promotions from now on, I just ended up with a double crunch burger because your incompetent staff aren’t told anything by management… Pathetic. This promotional media has failed plenty of people today.”
I find this comment really wrong, i work for a similar company and i can guarantee you that its not the staff that are “incompetent”, how is it their fault that marketing stuffed up? yes its wrong that you cant get your heart attack burger, but honestly, is it the end of your world?? GTFU!
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“I received the VIP email, printed it out and the Frenchs Forest KFC, which is the closest to KFC head office, would not give me a double burger? whats up with that?”
– Could the reason have been (rather like why a pub does not serve a drunk) “Sorry you are too fat!”
Genius from KFC, selling burgers without buns, an amazing way to make people even fatter…
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p.s. Do you think the real enormous fat gluttons will request this new burger, in a bun, with extra cheese..?
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Not only an unhealthy level of fat in the double, but an unhealthy level of hot air from KFC.
Why is it that they always look so FAIL alongside McDonalds?
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Wow, amazing comments. Yes it was extremely slack of KFC to drop the ball on this promotion, and frustrating for many, no doubt. However, if walking for ten minutes to not get a burger is worth having a cry about, KFC may have done you a favour.
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who wants a sandwich without bread anyway ?
Stupid idea. it will go away after the fad wears off.
30 days max.
I enjoy KFC food, but this is a real stupid idea.
How about some onion rings. or Calamari
or some new side dishes to go with your nice chicken ?
And make your bread rolls bigger while I am complaining 😉
Paul
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Again, bogans can’t resist KFC. These loyal bogans will already have clogged arteries. Enraging them will only increase their risk of heart attack, riding us of yet more bogans and they’re brainless antics. It’s a brilliant ploy by KFC and YUM.
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Thats funny…the store in Bundaberg had all their in store posters up on Sunday. I can only assume they were selling them as well.
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OMG Go to subway its pure grease cut out the middle man and just inject it straight into your veins
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They shouldn’t have offered something they can’t deliver and apologize to their customers. Regardless if it is a heart attack burger
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Look forward to seeing the names of the people who get fired for this screw up. Not juniors, but the management responsible. If they don’t take action we can only assume that it was deliberate can’t we?
Just because a few less people will die from eating their crap doesn’t mean they should get away with it.
Mixman 000 perhaps they are sponsored by the Bundaberg undertaker………………
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Sheesh….would you listen to the wowser rants going on here!
@ Geoff Selby – Nobody is under the illusion that this burger is good for them.
But plenty will eat it anyway.
Like me.
Enjoy your lentil burgers and tofu sausages.
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I know this burger is a heart attack waiting to happen, but I think that it’s probably healthier without the sugar-loaded buns!
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Wonder if their Punchbowl store will carry The Double??
Stop recording me bro…
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WOW…much like Anonymous i’m perplexed as to why so many people are commenting or caring what goes on with other peoples diets…who cares what KFC do or bring out, the place would shut down in a week if people decided not to eat there….if you don’t like it don’t buy it…simple as that! I thought this site was to comment on what’s going on in the media, expert opinions from knowledgeable commentators on creative, advertising, campaigns….not my dietary requirements.
Yes, KFC blundered over a promotion and maybe we could suggest other ways they could’ve done it better but as far as giving a crap what people eat let’s not all jump on the moral high ground and leave some things as ‘not your our business’…unless you’re after smokers, drinkers, 4WDrivers as well….i’m sure everyone is aware what bad things do to them and if they don’t then its one less we have to worry about…
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I had the Double last night. I was not fancy enough to recieve an email, nor am I a tight arse. I ponied up the cash and paid for this delight, it was fantastic!
First of all, get off your media high horse and admit you all once in a while indulge in the dirty bird and or McDonalds.
It has less calories then most of the McDonalds or Hungry Jacks range and it is nothing different then that of a 2 piece feed.
Get over yourself, stop with the sushi train and be a man!
Pay for something once in a while rather then being a sponge waiting for a free ticket here, or a free meal there.
Take a spoon full of cement and harden the fuck up princess!
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# Anonymous – eat them regularly and live an ever-decreasing pace of life .. obesity will chase and harrass you until you’re captured in its claws. Enjoy!
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Seriously? Get off your high horses and have a walk down to a store. It’s not all fatties in there. If you live an active lifestyle (tradie, anyone?) then get cracking.
It’s got less carbs, no bun – so what? As if bread is some sort of wonder food. Even the slagging off it’s had – it’s about a QUARTER of your daily calorie and fat intake, I don’t think anyone’s thinking of having 4 per day. Still less than your average Maccas quarter pounder.
Bit of a fail on the marketing here, but people who say they’ll never go back, well, whoop dee woo.
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Paul @ 14, Onion rings are a great idea for an upselling side dish. Probably cheaper to have on hand than calamari rings, I’d guess.
Does anyone know if KFC stores are directly managed by Yum!, or franchised?
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@ David Jackmanson…. re KFC stores…both YUM and Franchised owned.
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What’s with the moral high ground here? People can eat whatever they choose and as has been mentioned only a few times during this whole debate, a Maccas Big Mac or Double Quarter Pounder has more fat and calories than this burger does. If individuals choose to consume the double down, they do it of their own choice.
As to the real issue, this is a huge internal comms mistake (managements system of filtering info down to staff has obviously blown up at some point) and the response from KFC is inadequate. Nothing to entice those “VIP” Members to come back, feel the ‘love’ or remain engaged with the brand. Epic fail all round KFC, from the initial error to the fall-out management process. Another example of brands trying to use SM without full understanding of the medium or implications of getting it wrong.
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Gosh, some of the comments on here are pretty bad. I thought the ones on facebook were uneducated people who pull out the “you’re fat” comments. Silly me, there are some stupid people in this industry too.
I think they are Yum everywhere except QLD where they are seperate. But im not 100% sure.
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F**k me. Seriously? It wasn’t available today. OK, so get it tomorrow. Shit happens. If the worst thing that has happened to you today is not getting your burger before anyone else, you’re doing alright.
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I went yesterday and got one because of the promotion – twas awesome. Not sure how accountable the marketing team should be held for “lack of communication” when they have little control over the many franchisee’s
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Wow! The stench of vitriol. We all know that no-one’s going to have a heart attack due to a burger or become obese for that matter. Can it be that there are a few people on this comments string who are jealous because they are unable to live in moderation. So it’s either super healthy lifestyle with no treats, or fast food binging?
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“Not sure how accountable the marketing team should be held for “lack of communication” when they have little control over the many franchisee’s”
Then they shouldnt promote it…….
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I agree with Judgemental – if they have little control over franchisees then they shouldn’t run a promotion that involves all franchises participating.. and by promoting the entire thing to over 200,000 members of their Facebook page they have made the entire thing so much worse because it leaves thousands of people with a perfect forum in which to complain in unison! Complete and utter social media FAIL in both its execution and in handling the crisis aftermath.
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Having worked in fast food before, I doubt it was any fault of the marketers, but the field managers for not feeding info down to their teams, and the operations team who look after uploading/downloading items onto the registers. Marketing would have just been told to look after the comms for the promotion – which they did..
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oh my god @Anonymous, I LOVE lentil burgers!!! yum!
(not sarcasm, i really like them, chickpea ones are better, don’t even get me started on tofu sausages, yummy!!)
On another point, Emma is right, it’s the response thats the issue. Everyone stuff’s up, its how you deal with it that counts, and a too bad so sad response is not good enough for a company of that size.
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So KFC (Used to be Kentucky FRIED chicken but dont mention the F word)) stuffed up in their advertisement. I really dont know why KFC and Mcdonalds need to advertise. Most of the wrapping and card board boxes that contain their so called food are littering our streets with their logos on them. Its time we ignored the junk that they peddle and started eating real food.
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I can’t help but get the feeling that this ‘burger’ is a bit of a land grab on KFCs part. Regulation of the fast-food industry is coming now that the war on smoking has seemingly been won and law-makers attention is turning towards a new target. By putting out the badest/fattest/most heart-attack inducing products they can think of and by saturating advertising and sporting sponsorships, they will have room to move when the peace negotiations begin…
Looks good though – but I’m not walking 10 minutes to get one.
Does KFC do home delivery?
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First floods..then earthquakes…then tsuanmi’s..and now this. Oh, the humanity! When will it end?
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@ geoff selby – KFC is fried?! I thought they had a whole heap of steamers out the back.
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Maybe people just want to try it, i’m no where near fat and I’d love to down one of those babies! Live and let live.
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fucked up promotion, end of story. The real issue here is KFC’s extremely poor handling of the situation. They could have come out of this in a positive light but have completely failed to grasp the situation and deal with it properly. Very sad state of affairs for a company of any size.
As for the burger – have you seen the footage of the taste testing they did with the builders and other tradies? Most hated it saying it was too much even for them and definitely not worth the $8 or so…don’t see this lasting.
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and where would one see such footage Ericscollar?
surely KFC would not let that sort of footage reach the public?
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LOL at fat people being able to type about their fat food complaints that make them fatter than they are at the moment.
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