KFC has launched a “Kentucky Fried Comeback” campaign, featuring new menu items and promotional offers in an effort to regain market share in the competitive fast-food sector.
As part of the initiative, the fried chicken chain is offering a free bucket of chicken to members of its KFC Rewards program who spend $15 or more through its website or app. The company is also introducing limited-time fried pickles and reintroducing its $7 Fill Up meal deals at participating locations.
The campaign centers on a call for customers to “try our chicken, tell us what you think and help co-create this comeback,” following what the company described as “great strides in operations” to improve food taste and satisfaction. The branding also features a renewed focus on founder Colonel Sanders, who will appear with a more “serious” expression in new advertising and on signage.
“We’re well aware of the latest fried chicken rankings, and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are,” said KFC executive Catherine Tan-Gillespie. “The Colonel would not be happy about our market share, and we’re serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken.”
The push comes amid mixed financial results for the Yum! Brands-owned chain. In the first quarter, KFC’s U.S. same-store sales fell 1% year-over-year, while its international same-store sales saw a 3% increase. The company faces significant competition from rivals such as Chick-fil-A, Popeyes, and Raising Cane’s. In a recent American Customer Satisfaction Index study, KFC ranked second among chicken chains, behind perennial leader Chick-fil-A.
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