Additional Coverage:
- KFC lost its footing in the Chicken Wars. Now it’s gunning for a ‘Kentucky Fried Comeback.’ (businessinsider.com)
KFC Launches “Kentucky Fried Comeback” Campaign Amid Slumping Sales
KFC is hoping to regain its footing in the competitive fast-food chicken market with the launch of its new “Kentucky Fried Comeback” campaign. The campaign, which kicked off July 14th, features new menu items like fried pickles, a free eight-piece meal with a $15 purchase, and a renewed focus on the iconic Colonel Sanders in its marketing.
The company acknowledges it has lost ground to competitors like Chick-fil-A, Popeyes, and even relative newcomer Raising Cane’s. Recent sales figures show a decline for the fifth consecutive quarter, and customer satisfaction scores have also dipped. KFC even landed near the bottom of a recent Yelp ranking of chicken sandwich chains.
Catherine Tan-Gillespie, KFC US President, admitted the company has “lost a bit of ground” but insists they haven’t “lost their grit.” Tan-Gillespie, along with new CEO Scott Mezvinsky, is spearheading the revitalization effort. The initial week of the comeback campaign saw record numbers of app downloads and digital sales, offering a glimmer of hope.
The campaign also features a partnership with celebrity chef Matty Matheson, known for his role in the Hulu series “The Bear.” Tan-Gillespie emphasized that Matheson’s involvement isn’t solely about attracting younger customers but rather a good fit for the brand. Future plans include restaurant renovations to align with the refreshed brand image.
Industry analysts offer cautious optimism. While the initial promotions and marketing buzz may generate short-term gains, a sustained comeback requires a more comprehensive long-term strategy.
Early data suggests the campaign might be starting to gain traction, but the competition remains fierce. KFC will have to work hard to regain its place at the top of the chicken chain pecking order.
Experts suggest focusing on menu innovation, smart marketing, and enhancing the customer experience will be key to success. The challenge for KFC is to attract a wider audience while staying true to its legacy.