KFC is targeting moms with a new advisory panel that will get women talking about the brand and what matters most to them and their families.
Under its KFC Moms Matter! Advisory Board, the QSR is putting moms from all walks of life and regions on a new, 12-person advisory group. The panel includes eight “everyday mothers,” two KFC employees and two experts, including Julienne Smith, founder and author of Food For Talk. KFC formed the group to tap into the experience of motherhood and to use that knowledge to better meet mothers’ needs, the company said.
KFC teamed up with consulting firm Just Ask A Woman to identify and recruit moms from across the country who have young children, who are leaders in their communities and who rely on fast food as part of their family’s weekly menu, KFC spokesperson Laurie Schalow said.
The advisory board will meet bi-annually, hold quarterly conference calls and host monthly dinner meetings to help advise KFC on trends that impact families, promotions and new product ideas. When the group’s two-year terms expire, KFC will invite new mothers to join. The goal is to keep the group small to maximize information sharing and participation, Schalow said.
“KFC hopes to gain feedback on specific KFC promotions, products and ideas with the ultimate goal of helping moms nationwide bring back the family dinner occasion at home,” she said.
The panel’s first task is to help KFC establish an online community aimed at reducing everyday stress for moms. Through the site, women will be able to receive tips, participate in webcasts, win weekly drawings and contribute to an e-newsletter. The online community is slated to launch in 2007, KFC said.
“Moms have relied on our popular, meal-building menu items for years and now we’re turning to them for ideas on how KFC can be even more helpful with managing their busy lifestyles,” says Scott Bergren, executive VP-marketing for KFC. “We realize the challenges that mothers face and what better way to help us meet their demands than by mining their insight through our new KFC Moms Matter! Advisory Board.”
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