KFC Doubles Down on the Double Down Sandwich

What's This?

KFC's Double Down

Image: Flickr, Michael Saechang

By Todd Wasserman2014-04-16 17:00:37 UTC

Fearless gastronomes take note: KFC's Double Down, an item the company introduced in 2010 that featured melted cheese and bacon sandwiched between two fried chicken fillets, is coming back next week, according to USA Today.

The alleged sandwich will return to KFC's menu on April 21 — one day too late for Colorado.

Once again, the item will be available for a limited time, through May 25. KFC plans to promote the reintroduction with a social media campaign themed "Double Down Dare," a company rep says.

See also: Impress Your Prom Date With a Fried Chicken Corsage

When it first launched the Double Down in April 2010, KFC got a huge wave of press including a mention on The Colbert Report.

The attention prompted initial sales reports of 10 million of the sandwiches.

When parent company Yum Brands reported its quarterly earnings three months later though, company CFO Rich Carucci deemed sales of the item "immaterial." KFC pulled the item a few months later.

Like Candy Corn Oreo, Double Down has marketing value as a stunt product that generates social media conversation.

Topics: Business, double down, kfc, Marketing