videoCNBC, a USA financial network, announced recently that KFC had discreetly set up a new concept to test in the suburbs of Dallas, Texas. The concept, Super Chix, looks remarkably similar to its main competitor and now industry leader in the QSR chicken segment, Chick-Fil-A. The image and menu communicate a premium positioning, something of course KFC lacks in the USA market. Surprisingly, a spokesperson for the company denied that the test was intended to better position KFC for the USA market but noted instead it was developed for international partners. It seems a little strange indeed that KFC would test a premium concept in the USA if it was intended for international markets. Why not test it in key overseas markets like Malaysia, Japan or China?

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