Packaging Fast Food for Cars

Forget about the dangers of texting while driving and consider the risks behavior seen by people take every day as they eat while driving! How many times has a driver spilled a drink, dropped a French fry, or had to reach into a small space to retrieve a chicken nugget?

Enter new packaging from KFC with the KFC Go Cups. The new plastic containers can fit a KFC chicken entrée in the cup holders of roughly 83% of all U.S. cars. Big deal, you think. But there is more! The Go Cup also has wider top so that it can fit more food, even dividing the chicken from the potatoes with a convenient divider.

KFC stated that the new design stemmed from a survey it authorized in which 53% of 18-32 year olds said they would be more likely to eat in their cars if the food container would fit in a cup holder.

Group Activities and Discussion Questions:

  1. Show the KFC commercial and view the Web site: http://www.kfc.comHave

  2. Have students brainstorm about related problems with eating in cars.  (e.g., messy food, spills, large foods, heat, cold, etc.)

  3. Divide students into teams. Have each team develop a research project related to one of the highlighted problems.

  1. Have students determine the research objective. What type of research should be done to help answer the research question? How should it be conducted?

  2. Discuss the role of social media for promoting this product. How is it being used? Is it effective?

Source:  Brandchannel.com, Ad Age Daily

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