This fall, KFC released its latest menu item in a series of new product offerings. The Dip ‘ems combine the chain’s extra-crispy tenders with six signature dipping sauces for a fun snack in individual and family sizes. KFC has shifted its menu’s focus on snack foods to possibly attract a younger, masculine crowd. The restaurant chain released Original Recipe Bites in July 2012 and Chicken Littles in September. The new Dip ‘ems are part of this series but emphasize the sauce rather than the all-white-meat chicken.
The brand’s market researchers have spent a lot of time and efforts studying consumers’ snacking habits with a focus on “dude food etiquette.” Researchers confirmed that customers love dipping, and a recent survey compiled men’s opinions about snacking etiquette, including the rules of the infamous double-dip. By partnering with Break Media, KFC is producing a series of short videos called “Dipping Rules” as branded entertainment. The first webisode aired on October 17, 2012 and starred comedian Jay Mohr as he discussed what is acceptable and what is not cool regarding “dude food etiquette.” KFC also invites its customers to submit their thoughts for a chance to win one of several prizes, including a paid trip to Las Vegas and $50 toward KFC purchases.
Whether customers believe and participate in double dipping or not, they are offered two ways of enjoying the new Dip ‘ems. A bucket of 20 tenders comes with all six signature sauces, and the $5 combo includes a choice of two dipping sauces. Fans of KFC are already familiar with the restaurant’s Creamy Ranch, Honey Barbeque and Honey Mustard sauces, but the restaurant created three new options for the Dip ‘ems release. Customers can now flavor their favorite chicken tenders with Orange Ginger, Bacon Ranch and Creamy Buffalo sauce for new taste sensations that make snacking fun.