KFC is back on a mission to reclaim its crown in the fried chicken game with what it’s calling the “Kentucky Fried Comeback.” The revamped strategy includes new menu items, a fresh look for the Colonel, and even free chicken to win over fans.
KFC U.S. President Catherine Tan-Gillespie revealed the strategy on “Good Morning America,” saying, “I’m incredibly passionate about getting the brand back to its rightful place on the fried chicken podium.” Gillespie, a former CMO turned president in February, laid out a focused plan centered on fan loyalty, food obsession, and modernizing the experience and pricing.
“Most incumbent brands and legacy brands, sometimes we lose some ground — so now is the time to come back,” she stated, noting the rise of crispy chicken competition. “It’s the place to be, it’s growing, and the competitor intensity is definitely there.”
One major highlight of the comeback is free buckets of chicken for customers who spend $15 on the KFC app or website.
“We’re no longer being chicken about our chicken,” she said, touting the new Original Recipe tenders.
New fried pickles, paired with Comeback Sauce or ranch, have also hit the menu. Plus, the $7 Fill Ups value meal returns with several hearty combos.
The Colonel’s image is getting a makeover, too.
“The Colonel would not be happy about our market share,” Gillespie added. “The Colonel’s not going to be smiling until our customers are.”
Chef Matty Matheson joins the campaign spotlighting the Colonel as the OG “chefpreneur.”
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The only way KFC can win back the customers they lost is simply stop making crappy food and maybe start using full sized chickens again so that the breast is not the size of what used to be a thigh and the legs are not he size of a wing. The oil they switched to years ago to keep the health nuts happy is also nasty. Bring back the best things they used to sell and stop trying to be a nugget and sandwich shop. The quality is so bad now that it gradually went from the best flavored and cooked fried chicken to bad to horrible.