New Zealanders are naturally promiscuous shoppers as they have been trained to look for a great deal. KFC was seen as a more expensive product than some of their QSR competitors. We didn’t want to drop our prices so we needed to change customers perception that value meant amazing products that Kiwi’s love at a great price. Because when you think you’ve got a great product at a great price you feel like you’ve got a ‘steal’ from KFC. And that makes you feel like a Boss.