Just two days after its nationwide launch, the KFC Double Down is a media sensation. The sandwich is a visual pun: In lieu of bread, there are two slabs of fried — or grilled — chicken encasing a filling of bacon, waxen cheese, and the "Colonel's sauce." The flavor and texture of the chicken is redolent of the meat at Chick-fil-A, with an aftertaste that can only be described as salty. With its craggy exterior and palate of primary colors, the Double Down resembles a castoff from Sesame Street. It looks like it's smiling at you, as though it were in on the joke of its existence.
The sandwich is already the subject of a skit on the Jimmy Kimmel Show and an eating competition amongst Wall Streeters. It has attained Justin Bieber-levels of hype amongst bloggers. Its novelty ("It's about a 12 on the uniqueness scale of 1 through 10," says KFC spokesman Rick Maynard) is heightened by the fact that it is a limited edition, only available until May 23rd.
But while the Double Down may be a passing fad, it has longer-lasting implications for KFC, which has been struggling to grow sales for several years now. In fact, it's a turning point for the fast food industry as a whole — proof that customers will now flock to product innovation, not just pricing promotions.
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