In a move that has caught the attention of fast-food enthusiasts in Trinidad and Tobago, Yummy Hot Chicken has announced that it will not be raising its prices, despite its competitors doing so. The company humorously took aim at these competitors, stating that buying a piece of chicken shouldn’t require a “financial consultation” or checking one’s bank balance.
The announcement from Yummy came shortly after KFC Trinidad and Tobago increased prices on nine of its 30 core menu items. Prestige Holdings Ltd, which operates KFC locally, confirmed that the price adjustments are due to rising input costs in the poultry supply chain and foreign exchange challenges. Despite absorbing higher costs for some time, KFC stated it could no longer avoid raising prices.
Yummy’s decision not to follow suit highlights its strategy of maintaining affordability as a key competitive advantage. The company continues to promote its daily deals and weekend cashback offers, encouraging customers to “save yuh dust” while enjoying their meals. This strategy has been central to Yummy’s business model since it opened on Marabella Main Road in January 2026.
The contrasting approaches of Yummy and KFC underscore the financial pressures facing the fast-food industry in Trinidad and Tobago. With consumers becoming increasingly sensitive to price changes, Yummy’s focus on affordability is likely to enhance its appeal.
As the fast-food market grapples with rising costs, Yummy’s clear message to customers is that its delicious chicken and competitive prices are here to stay.
