KFC to serve beer at Canadian restaurants24th July, 2014 by Lauren Eads
KFC is to serve beer at two of its restaurants in Toronto in a bid to keep up with increasingly up market “fast-casual” chains.
The first of the chicken chain’s new KFC Fresh concept “mexican-inspired” restaurants first launched in Canada last year, with its second outlet set to open today serving burritos, rice bowls and spicy wraps alongside its fried chicken menu, and now beer.
The move comes amid greater competition from up market “fast casual” chains such as Chipotle and Mexican Grill, which have been luring customers away from long-established fast food outlets.
Speaking to the Toronto Star, David Vivenes, KFC’s chief marketing officer, said: “It’s a natural fit as we continue to contemporize the brand in Canada,” adding, “beer pairs up really well with our food.”
KFC isn’t the first fast food chain to trial serving alcohol at its outlets with Burger King and White Castle running trials in the past, however the concept has, as yet, failed to catch on.
Beers on offer at KFC’s Toronto restaurants include Molson Canadian, Coors Lite, Coors Banquet and Heineken.
Earlier this year, Starbucks announced it would be expanding its alcohol offering at stores across the US as part of a plan to double its market value to $100 billion, having first launched its Starbucks Evening concept at one of its Seattle location in 2010.