The ad was in keeping with the public-relations approach that had been employed ever since the scale of the supply-chain snafu made itself apparent. It made light of the situation earlier by posting a riddle known to every schoolchild — “Why did the chicken cross the road?” — and answering in a way that reflected its nearly existential crisis.
“The chicken crossed the road,” it said. “Just not to our restaurants.”
The company’s officials have attributed the chaos to problems after KFC switched its delivery contract to DHL, leading to a logistical failure in Britain, which is the fifth-biggest market for KFC.
Distributing fresh chicken to restaurants across Britain, the company said, “is pretty complex.”
Risky ad strategies aside, things have been getting back to normal. As of Friday, about 800 of the 900 KFC restaurants in Britain and Ireland were open, although the disruptions — including stores closing, operating with shorter hours or offering a reduced menu — would continue through the weekend. A list of open KFC restaurants was being updated on its website every 15 minutes.
As for the aggrieved customer who was forced to resort to a burger chain, KFC is working on that, too.
Article Appeared @http://www.bostonglobe.com/news/world/2018/02/23/from-kfc-letter-apology-for-its-chicken-crisis/OLbIBehdSM4ZSwns5phPJP/story.html