KFC tackles comfort with Colonel's Kitchen

Nation's Restaurant News, Jan 30, 1995 by Theresa Howard

DALLAS -- Putting an updated spin on its long tradition of catering to families, KFC debuted its Colonel's Kitchen concept here, launching the PepsiCo-owned subsidiary into the rapidly emerging quick-comfort niche.

The quick-service chicken chain hopes Colonel's Kitchen -- the brainchild of KFC-USA president and chief executive David Novak -- will provide the company and its franchisees with a strong growth vehicle that is both flexible and up-to-date.

"The objective is to take a [chain] that has been specializing in meals for 40 years and make it more contemporary," Novak said.

KFC executives developed Colonel's Kitchen to attract time-strapped, dual-income families who want hearty, balanced meals served in a quick-service format and to compete with the likes of Boston Chicken, McDonald's Hearth Express and Roy's Double RR Grill.

Novak added that his goal is to try to convince families to eat at KFC "once a week."

However, "this is not about deals; this is about food," said Scott Hanera, project director for Colonel's Kitchen. "This provides a platform for a test kitchen and has been set up so we have the flexibility to make changes.

"Consumer trends in the marketplace say we're on to something here," he added.

More spacious than the traditional KFC unit, the 64-seat Colonel's Kitchen was converted from an existing store shuttered in November and rebuilt to look like a midscale restaurant. But to ensure that guests understand the KFC connection, a three-dimensional ceramic replica of Col. Harland Sanders greets customers with a hearty "welcome" and pledge of quality that is printed on the white-tiled wall directly behind him.

A broad, white angular counter leads customers from the "Order Here" sign to adjacent display counters containing a variety of 18 hot-and-cold side dishes. But an open design also leads the customer' eyes to a large, brightly lit display kitchen the counter, where a carving station, an area for a sandwich maker and rotisserie and baking ovens are located.

The menu features the chain's Colonel's Rotisserie Gold and Original Recipe chicken with 1-pound marinated and roasted turkey. Hanera said the turkey ovens also can roast other products, such as ham and meat loaf, should the company decide to make menu additions.

"What we want to do is bring the customers meals they want," Novak said. "Chicken provides great variety, but down the road we may find we're going to have to broaden the menu."

Currently, hot side dishes include classic mashed potatoes with gravy, three-cheese macaroni, cranstrawberry relish, herbed green beans, Santa Fe squash and Cajun rice. Items can be purchased individually for $1.39 or in large portions for $3.29.

Sandwiches -- which are priced at $4.99 -- include roasted chicken pita, original recipe breast filet, chunky chicken salad pita, sliced turkey pita and turkey barbecue. Chicken Caesar salad for $3.99, turkey tetrazzini at $3.99 and deep-dish pot pie for $3.99 are also available.

Fresh-baked split yeast rolls, cornbread loaves and buttermilk biscuits are prepared on-site at the bakery station and priced individually at 39 cents, by the half dozen for $1.99 or by the dozen at $3.79. A dessert section rounds out the menu and features oatmeal raisin cookie, 99 cents; cinnamon sticky bun, $1.49; and apple crisp, $1.79.

A kids meal is also available, including an entree, bread and a side dish for $2.49.

"This is a blending of casual dining and fast food," Hanera said. "We are not going to be full service, but we are going to have the feel. There is a huge emphasis on service, and we'll be calling 25 people a week to find out what they like."

Hanera estimated that guest checks would average about $12 for multiple meal purchases and just under $5 for individuals.

Nevertheless, KFC is being cautious about the expansion possibilities for Colonel's Kitchen. "At the very least, this will be a test kitchen," said Novak, adding that the company may add items from the Colonel's Kitchen to existing KFC stores or vice versa.

"We don't have to convert 5,000 stores tomorrow. We just have to take the existing assets and make it better," he said.

The new Colonel's Kitchen was unveiled with a black-tie gala at the North Dallas prototype, which included a sampling of the restaurant's menu and entertainment by the Dallas Cowboy Cheerleaders. Suppliers who helped with the launch, KFC franchisees and PepsiCo executives filled a tent sent up in the parking lot next to the remodeled store.

Attendees included Roger Enrico, chairman of PepsiCo Worldwide Restaurantas; Larry Zwain, president and chief operating officer of PepsiCo Restaurants International; John Martin, chairman and chief executive of Taco Bell; Ken Stevens, president of Taco Bell; Allan Huston, president and chief executive of Pizza Hut Inc.; David Novak, president of KFC-USA; Mark Bromberg, president of East Side Mario's; Larry Flax and Rick Rosenfield, co-chairmen of California Pizza Kitchen; Bob Hunter, president of PepsiCo Food Systems; and Norman Brinker, president and chairman of Brinker International.