>KFC President Roger Eaton said
“We’re getting people into the restaurants through this promotion who haven’t been to KFC for a very long time,” Eaton said. “We’re basically repositioning the brand through this exercise.”
As an accountant I do not understand how this repositions the brand, unless you are saying that it is now a place where you have to wait for hours and then they run out. I guess that could be a brand attribute?
SAM: “Hey Bob, lets go to the burger joint down the street for lunch”
BOB: ” No, lets go to KFC and wait in line for an hour an a half and then find out that they have run out of chicken. . . . I am on a diet.”