kfc beer big

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

kfc fresh frontIt’s bottoms up for KFC Canada. The quick-serve restaurant will begin serving beer at two Toronto locations starting this fall.

Brews will soon be available at the company’s more upscale “urban fast casual” locations, KFC Fresh, a new brand and store concept it unveiled in December 2013. The announcement that beer will be added to the menu came Thursday, one day before the second KFC Fresh location opened at Toronto’s Stockyards mall.

David Vivenes, KFC Canada’s chief marketing officer, said he thinks beer works well in the KFC Fresh environment, which aims to be more social and relaxed than the typical KFC location. After opening the first KFC Fresh, Vivenes said the brand did surveys and had one-on-one conversations with customers who said they were looking for a place to socialize, and added beer partly as a response to that feedback.

The restaurant will offer domestic beer (Molson and Coors) for $4.29, and imported beer (Heineken) for $5.29. Vivenes said the brand isn’t planning on introducing beer at any of its regular KFC-brand locations, though he said he does view KFC Fresh as a kind of incubator where the restaurant can test concepts and menu items that may work on a larger scale.

For example, it tested its “Big Boss” double decker chicken sandwich at KFC Fresh and when it became a big seller, it rolled it out across the country.

KFC isn’t the first brand in the quick-serve category to test liquor. In the U.S., Starbucks is now selling wine at select locations in the evenings and last week Tim Hortons tested several beers at a trade show in Toronto. In many European markets, quick-serve chains, including KFC and competitors like McDonald’s, also sell liquor.

Brands Articles

ASC to crack down on paid social media endorsements

New guidelines for endorsers and influencers to come into effect next year

McCain takes to Twitter to dispel Pizza Pocket rumours

Company says popular food brand is undergoing a refresh, not being discontinued

How to be taken seriously as a young agency founder

Dash agency's Christian Lunny on persuading waffling clients

Hermès gives an inside look at craftsmanship

Global exhibition allows consumers to see French artisans at work

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'

Smart brands are turning retail spaces into playgrounds

Thinking about brands as places may prove to the sturdiest strategy: Bruce Philp

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account