Innovation takes many forms at KFC, but the team responsible for bringing new menu items to more than 5,300 restaurants in the U.S. keeps one golden rule in mind: give the customer what they want.

"KFC is committed to serving foods that meet the changing needs of our customers, while delivering the finger-lickin' good taste that is the foundation of the brand," said Doug Hasselo, Chief Food Innovation Officer for KFC. "We put our heart and soul into developing products like sauceless Hot Wings or a grilled chicken that is worthy of the name 'KFC.' We do that because our customers tell us that's what they want from us."

In April 2007, KFC announced its transition to a menu that included zero grams of trans fat per serving for all fried chicken products. The transition was the culmination of three years of research and planning.

"When your company is world famous for the taste of Colonel Sanders' Original Recipe chicken, your first priority is to always deliver that great taste to millions of customers," Hasselo said. "It was very rewarding to transition to a new zero trans fat per serving cooking oil that maintains the famous taste of our fried chicken."

Also creating a tremendous buzz in several test markets around the U.S. is Kentucky Grilled Chicken.

"This great tasting product will help KFC continue to evolve and increase our relevance among consumers looking for nonfried menu options," Hasselo said. "It's a product the Colonel would have given his seal of approval to."

Currently being tested in Indianapolis, Colorado Springs, San Diego, Oklahoma City, Jacksonville, Fla., and Austin, Kentucky Grilled Chicken is expected to be introduced nationwide in early 2009.

KFC Corporate Chef Bob Das spends his days looking at food trends, researching hot new restaurant concepts and evaluating new cooking technology.

"We have immersion teams that go into new markets, check out hot new restaurants, visit fine dining establishments and determine dining trends," said Das. "For instance, we might take an idea that is hot with the fine dining crowd and develop a system to make it accessible to everyone."

Das's three-person team works with another Food Innovation team whose job is to then take the "blue sky" ideas and make them work within the KFC system - from an equipment, operational and financial standpoint. On the front end, his team partners with KFC marketing to listen to the voice of the consumer.

"We work closely with our partners in marketing to talk with consumers and find out what kinds of foods they're looking for - from KFC specifically and in general," Das said. "The combination of listening to the consumer, being on top of food trends and leveraging the power of KFC allows us to be continually innovative."