Yum Brands [KFC's parent company] did not break out sales figures for specific products in its second-quarter earnings -- the first quarter in which the sandwich was sold. But Mitchell Speiser, analyst for Buckingham Research, said the Double Down contributed to only 5% of KFC's sales. In order for a new product to be a blockbuster it has to be "north of 10%," he said.Should KFC try to salvage the Double Down experiment, Gut Check suggests, er, doubling down on the concept: The Double Double Down, a bacon cheeseburger with two Double Down sandwiches acting as the bun.
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