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Press Release

MICHELIN IMPOSSIBLE: MICHELIN GUIDE ACTUALLY ANSWER AS KFC CAMPAIGNER SAM EDELMAN KNOCKS ON THE FRONT DOOR OF ITS PARIS HQ

July 05, 2019

A KFC franchisee from outback Australia, currently on a mission in Paris to receive a highly-coveted Michelin Star for his Kentucky Fried Chicken® simply knocked on the front door - and they answered!

Alice Springs, Australia, July 5, 2019- In what could be the most exciting update of Sam Edelman’s quest for a Michelin Star to be awarded to his Alice Springs KFC store, he took the campaign to Michelin Guide’s front door in Paris... and they answered!

MICHELIN IMPOSSIBLE: MICHELIN GUIDE ACTUALLY ANSWER AS KFC CAMPAIGNER SAM EDELMAN KNOCKS ON THE FRONT DOOR OF ITS PARIS HQ
MICHELIN IMPOSSIBLE: MICHELIN GUIDE ACTUALLY ANSWER AS KFC CAMPAIGNER SAM EDELMAN KNOCKS ON THE FRONT DOOR OF ITS PARIS HQ

In the final leg of his epic quest, Sam - with the help of KFC HQ, flew to the global capital of gastronomy and culture to try and meet with Michelin, to discuss whether his Kentucky Fried Chicken® should be recognised with a Michelin Star.

With the Michelin team following Sam’s journey, they were waiting for a chat with the man on a mission, when he knocked on their front door in Boulogne. After all, there was no chance they could miss Sam arriving in a giant truck housing a huge billboard, reading: ‘Kentucky Fried Chicken deserves a Star’ (le poulet frit Kentucky Mérite une étoile).

International Director of the Michelin Guide, Gwendal Poullennec, met with Sam as he pitched his case for a Star including how his restaurant technically hits the criteria for a Michelin Star. Whilst there has been no definitive answer from Michelin, Sam is hopeful for an honoree one.

Sam Edelman, franchisee of Alice Springs KFC, said: “I’ve done my research and they award Stars for a range of things including quality cuisines prepared to a high standard (tick), worth a detour (tick) and skillfully crafted cuisines (tick). Correct me if I’m wrong, but the Colonel’s 11 secret herbs and spices recipe surely is something that fits in the ‘skillfully crafted cuisine’ category, right?

What really stood out to me in the criteria is that a restaurant must have “excellent cooking worth a detour.” I once had someone drive a 500km round trip to one of my restaurants...surely that’s considered a detour!”

“I think we need to start changing the perception of what good food is. You don’t need to be an expensive, fancy restaurant to have top quality food and that’s what this crusade is about. I think we deserve a Michelin Star just like any other restaurant in Australia or the world.”

In the lead up to the final knock on Michelin Guide’s door Sam hit the streets of Paris. Similar to how he started in Alice Springs, Sam campaigned hard on the ground in the City of Lights and asked locals and tourists alike if they think Kentucky Fried Chicken® deserved a Michelin Star. He also ate at Michelin Starred restaurant ‘Louis’ and interviewed the Head Chef, Stefan Pietre, on what he feels it takes to be awarded a Michelin Star.

Sam’s quest started at the heart of Australia after stumbling across the criteria needed to be awarded a culinary Star, of which he ticked every box. To grab Michelin’s attention in the northern hemisphere, he began with a local marketing campaign consisting of a Facebook group, posters and bumper stickers for his Kentucky Fried Chicken®, and telling his story to local media in Alice Springs.

It didn’t take long for the community of Alice Springs and eventually the rest of Australia and the world to take notice of Sam.

Speaking of Sam’s creative campaign for his Alice Springs store, Nikki Lawson, Managing Director, KFC Australia, said: “After discovering Sam Edelman from Alice Springs wanted a Michelin Star for Kentucky Fried Chicken®, we couldn’t agree more. So we flew him to Paris! We believe it’s finally time the Colonel receives recognition for his 11 secret herbs and spices. Aussies have enjoyed our chicken for over fifty years. It’s fresh, hand-prepared and finger-licking good, so why shouldn’t it receive a Star?”

“All credit goes to Sam for his creativity and passion in his journey to receive a Michelin Star. We do hope the team at Michelin try Sam’s fresh hand-prepared chicken before deciding on his Michelin Star bid. We wish Sam good luck on his Michelin Impossible! If he does manage to get the Star, we’ll proudly put it straight in the pool room!”

To stay updated on Sam Edelman’s journey and Michelin’s response, you can check the Facebook group he created here: https://www.facebook.com/groups/439929786739977/

ENDS

For all interview requests with Sam Edelman, please get in touch with:
 
Madeleine Hanley @ Ogilvy PR E: Madeleine.Hanley@ogilvy.com.au M: (+61) 423 366 918
 
Taylor York @ Ogilvy PR E: taylor.york@ogilvy.com.au M: (+61) 420 484 029
 
For more information about KFC, please visit www.facebook.com/KFCAustralia or http://www.kfc.com.au.
KFC, a subsidiary of Yum! Brands, Inc. (NYSE: YUM.), is a global quick service restaurant brand with a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin’ good recipe more than 75 years ago, a list of secret herbs and spices scratched out on the back of the door to his kitchen. Today we still follow his formula for success, with real cooks breading and freshly preparing our delicious chicken by hand in more than 22,000 restaurants in over 135 countries and territories around the world. For more information, visit www.kfc.com.au 

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© 2020 Yum! Ltd. All rights reserved. The KFC name, logos and similar signs are registered trademarks of Yum! Ltd.