KFC Korea will launch a new menu item called 'Kenchizza (Kentucky Chicken Pizza)' using its existing Hot Crispy Chicken on the 8th. Kenchizza is a short form of Kentucky chicken pizza, featuring pizza toppings on top of Hot Crispy Chicken. KFC Korea has showcased Kenchizza as a limited-time event menu four times since 2015, but this is the first time it will be released as a regular menu item.

On the afternoon of the 3rd, the new product is displayed on the table set up for the press conference celebrating the launch of Kenchi-Jja at KFC's Seoul Kondae Station location. /Courtesy of Min Young-bin

Baek Min-jung, marketing director of KFC Korea, noted at the press conference held on the 3rd at the KFC Gwangjin-gu, Kondae Entrance branch, "KFC has a heritage that is over 40 years old. The reason we should focus on the essence and uniqueness of the brand rather than diversifying the business portfolio" and introduced, "Kenchizza is an innovation utilizing our asset of Hot Crispy Chicken."

KFC Korea is focusing on research and development of new menu items that expand its signature menu recipes. There are plans to expand Hot Crispy Chicken to include Kenchibap (chicken + rice) and Kenchizza. New products utilizing Original Chicken are also under research and development. KFC Korea's focus on developing new products using its signature menu has brought visible results, particularly through the expansion of the Zinger burger lineup. Director Baek explained, "In 2023 and 2024, the new menu items like Zinger Chicken Leg and Super Box menu have led to positive effects on sales."

According to the Financial Supervisory Service's electronic disclosure system, KFC Korea's sales last year reached 292.3 billion won, a 17.1% increase compared to the previous year. Operating profit shot up to 16.4 billion won, an increase of 496.1% from the previous year. This marks the highest sales and operating profit since KFC Korea was established. This is believed to be the result of KFC Korea, which was acquired by the global private equity firm Orchestra Private Equity (hereafter Orchestra PE) in 2023, focusing on strengthening brand competitiveness. This includes the development of differentiated new products unique to KFC Korea, as well as store innovations aimed at enhancing customer experience based on a menu portfolio strategy.

Chef Choi Hyun-seok, the advertising model for KFC Korea's new menu Kenchi-Jja, shares the story of joining KFC Korea at the press conference celebrating the launch of Kenchi-Jja held on the afternoon of the 3rd at KFC's Seoul Kondae Station location. (From left) Baek Min-jung, Director of Marketing at KFC Korea, Chef Choi, and Jeon Young-wook, Head of Team at KFC Korea R&D. /Courtesy of Min Young-bin

The advertising model for Kenchizza is Chef Choi Hyun-seok from the restaurant 'Choi Dot'. He was not only active as a model but also participated in planning and developing new menu ideas. As evidenced by the flatfish seaweed soup dish he made in the Netflix original program 'Culinary Class Wars', the culinary direction Chef Choi pursues is 'the specialness felt within familiarity'. KFC Korea explains that this aspect aligned with the identity of Kenchizza.

During the press conference the day before, Chef Choi likened Kenchizza to the Italian chicken oven dish 'Chicken Parmigiana'. Chicken Parmigiana is one of the northern Italian dishes, consisting of chicken baked in the oven topped with sauce, cheese, and vegetables.

Chef Choi said, "My point in menu development is to derive empathy from familiar things while adding new specialness," noting that he aimed to present a new taste by mixing chicken and pizza, which are familiar to the public. Earlier in January, Chef Choi had collaborated with KFC Korea as the advertising model for the new menu Kenchibap (chicken + rice). This menu is currently available for sale in KFC Mongolia.

On the afternoon of the 3rd, the KFC Kondae Station location features posters promoting the new product Kenchi-Jja inside and outside the store. /Courtesy of Min Young-bin

It is said that the introduction of Kenchizza as a regular menu item, which had only been available as a limited-time event menu, was made possible thanks to the puck technology. The key to Kenchizza is the addition of pizza toppings on top of Hot Crispy Chicken. KFC Korea's concern during this process was, 'How can we maintain a consistent taste and quality at any store at any time?'

In this situation, inspiration was drawn from the puck used in ice hockey games. KFC Korea's R&D team developed a topping block inspired by the puck shape. At the stores, customers can make Kenchizza by simply placing one puck filled with toppings like cheese, vegetables, and pepperoni on top of the chicken and putting it in the oven, ensuring a consistent taste. Jeon Young-wook, head of the R&D team at KFC Korea, stated, "The puck we researched to ensure the consistent taste and quality of Kenchizza is a differentiated technical process, and we are currently in the process of applying for a patent."

Meanwhile, KFC Korea is up for sale in the capital markets. Orchestra PE has initiated the sale of KFC Korea two years after its acquisition. The target for sale is 100% equity of KFC Korea; Orchestra PE purchased it for about 100 billion won from KG Group in early 2023. Industry sources noted, "It seems they are looking to exit, given the deteriorating restaurant market conditions."

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