In a move aimed at strengthening its value proposition in India’s competitive quick-service restaurant (QSR) space, KFC has launched its latest pricing innovation — the ‘Epic Savers’ offer. The limited-time deal provides 9 pieces of chicken, including 7 boneless strips and 2 Hot & Crispy pieces, for just ₹299, available exclusively for dine-in across its 1,300+ outlets nationwide.
This aggressive pricing strategy is expected to stimulate dine-in consumption amid rising food inflation and discretionary spending pressures. By featuring Bollywood actor Mrunal Thakur and comedian Danish Sait in a light-hearted campaign film, KFC is positioning itself as an affordable indulgence for middle-income consumers.
Where consumer spending is gradually recovering post-pandemic, the offer has triggered a surge in dine-in activity. The local KFC outlet has seen increased traction among students and working professionals seeking value without compromising on quality. Market analysts suggest that in smaller urban centres value bundling strategies such as this can significantly boost frequency of visits. As a subsidiary of Yum! Brands Inc. (NYSE: YUM.), KFC continues to adapt its global model to local economic conditions, using value-driven campaigns like Epic Savers to maintain growth momentum in India’s evolving QSR market.
