Marketing Research KFC Focus Group - Saturday, March 8, 2025 at 12pm

Introduction

• Rochelle Williams welcomes participants to the focus group discussing KFC's potential introduction of vegan and plant-based options.

• Emphasis on open discussion, no right or wrong answers, and respecting each other's opinions.

Participant Introductions

• Each participant introduces themselves with their name, location, and a fast food restaurant they believe caters well to plant-based diets.

  • Khadija: Manchester, mentions Burger King for plant-based foods.

  • Tony Williams: Saint Catherine, suggests Sakura.

  • Shamara: Port Of Saint Catherine, mentions KFC and Wendy's for their popularity.

  • Tina Blake: Manchester, believes Island Girl can do well with vegan options.

  • Omar White: Suggests that restaurants should enhance menus, including health-oriented options.

Discussion Points

Initial Responses to Fast Food Restaurants

• Reasons for Support: Some participants believe the selected restaurants like Popeyes and Burger King have the capability and market reach to cater to vegan diets.

• Diversity in Menu Options: The importance of having diverse menu options is emphasized; accommodating varying dietary preferences is crucial for family and group outings.

Importance of a Wide Menu Range

• Participants agree that it is essential for fast-food restaurants to cater to different dietary needs, including vegetarian and vegan options, to attract a broader customer base.

Perception of Plant-Based Options

• Health Considerations: Not all plant-based foods are healthy; there are concerns that some options may be processed with unhealthy ingredients. The need for organizations to offer genuine, health-conscious plant-based meals is discussed.

• Taste over Imitation: Taste is fundamental; plant-based foods do not need to mimic meat but must still be flavorful and satisfying for consumers.

Ingredient Concerns

• Participants express concern over the ingredients used in plant-based foods, highlighting the prevalence of artificial additives and the importance of transparency from food providers regarding their product contents.

Sustainability in Consumption

• Many participants emphasize the importance of sustainable food production practices as a motivating factor for choosing plant-based options over traditional fast-food items.

KFC's Proposed Green Brand

• The introduction of "Green by KFC" as a vegan and plant-based exclusive brand prompts varied opinions:

  • Skepticism: Some participants are hesitant due to KFC's history in animal agriculture and require clear communication about ingredient sourcing and cooking processes to earn their trust.

  • Openness: Others see the initiative as a positive move and a recognition of the growing demand for plant-based options.

  • Interest Levels: Responses vary from outright refusal to interest depending on KFC’s commitment, price, and healthfulness of the new menu options.

Final Thoughts & Recommendations

• Suggestions for KFC to entice customers to try plant-based options include:

  • Clear labeling of ingredients and assurances against cross-contamination with meat.

  • Sampling opportunities or discounted pricing to entice consumers to try new offerings.

  • Ensuring items taste good and are affordably priced to appeal to a wide audience.

Conclusion

• Rochelle thanks participants for their insights, emphasizing the usefulness of their feedback for research purposes.

• The goal is to create a welcoming environment at KFC for diverse dietary preferences.