The fried-chicken chain KFC is making its signature bucket smaller, betting that Americans prefer it that way. The company has introduced Go Buckets to the United States, and these snack-sized containers come in a scaled-down version of the bucket shape that made the brand well known.
These portable containers are built for diners who prefer eating while they travel. Inside each one sits either nuggets, wings, or a tender, served alongside fries or wedges, starting from $3.49. Six distinct pairings are offered, and every single one will fit snugly into a standard car cupholder. The smaller container has already proven itself overseas, having been used for years in places like Australia and Canada, before making its first appearance in the United States just last month at KFC’s Open House prototype in McKinney, Texas.
What the Go Buckets Are
According to the National Restaurant Association, nearly three out of four restaurant orders are taken to go. Datassential reports that 87% of American consumers now snack outside of mealtimes. That habit is what makes the buckets a portable answer, and KFC’s chief marketing officer, Melissa Cash, framed the launch as a fit for it.
“People want food to fit into their day, not the other way around,” Cash said in a statement. “Go Buckets open up a new snacking occasion for KFC, whether guests are grabbing one on the go or picking up a few to feed the group.”
According to the company, the Go Buckets honor the first franchise owner of the brand’s signature bucket, which dates back to 1957. Founder Harland Sanders and Pete Harman, KFC’s first franchisee, who started offering a family meal for sharing by filling paper buckets with 14 pieces of Kentucky Fried Chicken, five rolls, and a pint of gravy.
Why KFC Is Doing This Now
The Go Bucket introduction fits into KFC’s broader U.S. comeback strategy. The chain hired Catherine Tan-Gillespie as president last year, and the launch is part of that push. It also lines up with the chain’s focus on value offerings.
Several offers from KFC have appeared recently. A 5 for $5 Tenders deal, a $20 Build-a-Bucket, and a $10 Bucket of the Day are among them. The company has also added a Popcorn Chicken Big Box to its lineup. These Go Buckets keep up with the push toward smaller, portable, affordable meals.
The Snack-Sized Container
Years before it arrived in the United States, the small-format container had already been sold in international markets, including both Australia and Canada. Last month, it made its debut stateside at the Open House prototype in McKinney, Texas.
Customers can pick from six combinations, and the lowest price sits at $3.49, placing the bucket in the cheap category alongside the chain’s other value-focused deals.
KFC’s timing looks clever. Close to three quarters of restaurant orders now come from customers who want their food to go, and snacking between meals has become standard for 87% of consumers. The chain is banking on the idea that busy people will want a portable bucket, while the value deals surrounding it point to KFC taking its competition with other fast-food chains seriously when it comes to price as well as convenience.
At present, KFC has placed the bucket into a cupholder and allowed it to proceed.
Source material: “KFC brings its Go Buckets to the U.S.,” Nation's Restaurant News.
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