Yum! Brands’ (NYSE:YUM) KFC is rolling out a new line of boneless chicken that’s expected to significantly change the face of the franchise.
The offering of larger pieces of both white- and dark-meat boneless chicken — which is described as the biggest menu change in decades — has been in development for three years, USA Today reports. The company says it is migrating away from its traditional bone-in chicken, and that by next year, most of the chicken it serves will be boneless.
The launch is set for April 14. The boneless chicken will still feature the classic Original Recipe flavor that has been iconic for the restaurant since its beginning. The restaurant hopes that — with a more convenient meal — it can build up its lunch business to better compete for the loyalty of a mobile society.
To begin the transition, KFC will sell 10-piece buckets that feature both boned and boneless chicken. The company is also launching a huge marketing plan with new commercials that features the tagline, “I ate the bones.”
“Our Holy Grail is chicken on the bone,” says Jason Marker, Marketing Chief for KFC. “We are taking our hero product and drastically changing it.”