April 06, 2010 // Franchising.com // LOUISVILLE, KY - It's here – and with this much chicken, there's no room for the bun! On April 12, KFC is introducing its first-ever bunless chicken sandwich: the KFC Double Down. This one-of-a-kind sandwich features two thick and juicy boneless white meat chicken filets (Original Recipe® or Grilled), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel's Sauce. And no bun!
During the product's test market phase last year, high consumer interest and demand drove people to travel for miles to sample the Colonel's tasty new creation. From online chatter speculating on whether the sandwich was just an urban legend to late night talk show mentions, the Double Down generated more buzz than any test market item in KFC history. The sandwich, which was previously available only for a short time in two markets, will now be sold in KFC stores nationwide starting April 12.
When introducing a bunless sandwich, the obvious question is: what happens to all the buns? To celebrate the launch of the Double Down, KFC will do some good by donating the "unneeded" sandwich buns to feed the hungry. The brand will donate both buns and funds to food banks across the country, starting with the Dare to Care Food Bank in KFC's hometown of Louisville, Ky.
"The Double Down created such buzz as a test market item and it already has such high consumer awareness, we toyed with the idea of making a commercial that just said, 'It's here!,'" explained Javier Benito, executive vice president of marketing and food innovation for KFC. "And to celebrate the national arrival of the Double Down, it's great to find a good home for some of those 'unneeded' KFC buns at food banks around the country."
Because the Double Down became such a nationwide sensation during test marketing in 2009, KFC is taking the unusual step of publicizing the product in advance of its arrival in restaurants.
"We don't typically talk about our products before they're available in our restaurants," Benito continued. "But we expect Double Down to be in great demand when it becomes available on April 12, and we want fans to have time to arrange their schedules in advance for a visit to KFC to try this legendary sandwich."
KFC is redefining the chicken sandwich with its meatiest sandwich creation ever. Chicken lovers get two 100 percent all white meat chicken filets topped with cheese, bacon and the Colonel's Sauce. Try the Double Down in a combo meal with a side item and a medium drink (Pricing and participation may vary by location.)
While last year's test market for Double Down created tremendous buzz, not all of the information making the rounds was accurate. Some media sources speculated on the nutritional information for the sandwich, and published numbers that were inflated. The Double Down contains 540 calories, similar numbers to many of the burgers available at fast food restaurants today. The Double Down is also available in a grilled version, which checks in at 460 calories.
KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™, Kentucky Grilled Chicken® and Original Recipe Strips with home-style sides, Honey BBQ Wings, and freshly made chicken sandwiches. There are more than 15,000 KFC outlets in 109 countries and territories around the world serving some 12 million customers each day. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.)