KFC Solves Double Dipping Dilemma with Introduction of Delicious and Satisfying New Dip’ems™

Brand Partners with Renowned Humorist Joel Stein and Humor Site Break.com to Spotlight Dude Food Etiquette

LOUISVILLE, Ky.--(BUSINESS WIRE)--KFC announced today the launch of Dip'ems™. Pairing delicious Extra Crispy chicken tenders with six delectable dipping sauces, Dip’ems provide flavor excitement that everyone will enjoy.

“No one should tell a man how to eat. Especially if it’s Dip’ems. If men need advice on how to eat with their hands, then our society is in trouble”

The chicken tenders are made from juicy, 100 percent premium all-white meat chicken, marinated and double-breaded in special seasonings. While they are tasty enough on their own, there is also the option to dip them in six fun and flavorful Dip’ems sauces. Three new sauce selections – Creamy Buffalo, Orange Ginger and Bacon Ranch – join the already popular line-up of Honey BBQ, Honey Mustard and Creamy Ranch.

“We know – and our customers have confirmed – that dipping is irresistible. Once you start dipping, you just can’t stop,” said Jason Marker, Chief Marketing Officer for KFC U.S. “Our solution: Dip’ems, an irresistible combination of Extra Crispy Tenders and six sauces that will satisfy any appetite.”

Dip’ems are available at participating KFC locations in a bucket of 20 tenders and all six sauces or in a combo with three tenders, a choice of two sauces, a side item, a biscuit and a medium drink for just $5.

Dude Food Etiquette
Elbows off the table. Fork on the left, knife on the right. No talking with your mouth full. With so many rules on how to eat, how does anyone have time to enjoy what they’re eating? Dip’ems allows people, especially dudes, to throw out the rulebook and bring in the playbook on eating etiquette.

“No one should tell a man how to eat. Especially if it’s Dip’ems. If men need advice on how to eat with their hands, then our society is in trouble,” said Joel Stein, humorist and author of Man Made: A Stupid Quest for Masculinity. “And now with all these individual sauces to choose from, I can double dip by myself all I want. And I want to a lot.”

Stein is not the only one with a strong opinion about double dipping. KFC recently conducted a survey to reveal what people really think about dude food etiquette including the “double dip” and the "five-second rule." Following are some of the more surprising results:

• Party Faux Pas: nearly half (46 percent) of respondents believe that it would be more offensive to double dip than skinny dip at a party
• The Never-Second Rule: only 22 percent of the respondents believe it is okay to eat food that has hit the ground – and stayed there – for five seconds or less
• Napkin Optional: in the absence of a napkin, 40 percent of respondents would wipe their hands on clothes (pants or shirt) – though not necessarily their own, as 6 percent admitted they would use a friend’s clothes as a napkin
• Claim to Fame: four out of five (79 percent) respondents would rather never be famous than be famous only for double dipping at a White House state dinner
• Table Manners: more than half of respondents consider it extremely impolite to eat food that was dropped on the floor (55 percent) or double dip into a shared dip (52 percent) when eating with someone

Dipping Rules
Seeing the humor in eating etiquette and to encourage everyone to have fun with Dip’ems, KFC has teamed up with Break Media to create a series of videos around “Dipping Rules.” Starring Jay Mohr, each webisode features the dos and don’ts of dude food etiquette including when it is okay to double dip and whether the five second rule applies to sauce. The first video will air on October 17, 2012.

In addition, starting that date, people can share their best “dude food rules” for a chance to win the ultimate weekend in Las Vegas, with three friends, an Xbox 360 with five great games or $50 in KFC Chicken Checks!

For full contest rules and to submit an entry, visit www.break.com/kfcdippingrules.

Contest
NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. OPEN TO RESIDENTS OF THE 50 UNITED STATES & DISTRICT OF COLUMBIA AT LEAST 18 YEARS OF AGE. BEGINS 12:00:01PM PST ON 10/17/12; ENDS AT 11:59:59AM PST ON 11/18/12. VOID WHERE PROHIBITED. SUBJECT TO OFFICIAL RULES, AVAILABLE AT BREAK.COM/KFCDIPPINGRULES. SPONSORED BY TMFT ENTERPRISES, LLC.

Survey Methodology
The KFC Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative U.S. adults, ages 18 and older, between September 25 and October 1, 2012, using an email invitation and an online survey. Quotas have been set to ensure accurate and reliable representation of the U.S. adult population ages 18 and older.

About KFC
KFC Corporation, based in Louisville, Ky., is the world's most popular chicken restaurant chain specializing in Original Recipe®, Extra Crispy™, Kentucky Grilled Chicken® and Crispy Strips® with home-style sides, Hot Wings, and freshly made chicken sandwiches including the Double Down® and the Doublicious®. There are more than 17,000 KFC outlets in more than 115 countries and territories around the world. Each week, more than 13 million people visit a KFC restaurant in the United States. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM.) For more information, visit www.kfc.com. Follow KFC on Facebook (www.facebook.com/KFC) and Twitter (www.twitter.com/kfc_colonel).