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| KFC has launched its new comeback campaign, hoping to win customers back amid slumping popularity. KFC |
KFC has been trailing in the fast-food chicken race, but the iconic brand is plotting a bold return to form.
With slumping sales, declining customer satisfaction scores, and a surge in fierce competition, KFC has fallen behind newer, trendier chicken rivals. Now, the brand is launching an aggressive turnaround strategy, aptly titled the "Kentucky Fried Comeback," in a bid to reignite customer loyalty and reclaim its spot in the fried chicken hierarchy.
The campaign kicked off July 14 with the rollout of fried pickles and a major digital promotion: a free eight-piece bucket of chicken with a $15 purchase. According to KFC US President Catherine Tan-Gillespie, the results were immediate and record-breaking.
“We saw a surge in KFC Rewards sign-ups, app downloads, and digital sales it was our biggest week ever for digital transactions,” she told Truth Sider. “This is just the beginning of our comeback.”
KFC Has Been Losing Ground to Younger, Hotter Rivals
Despite being a 72-year-old fast-food institution, KFC has struggled to keep pace with a new generation of chicken chains. Once firmly seated near the top, KFC has now fallen behind powerhouses like Chick-fil-A and Popeyes. And in June, it was overtaken by the upstart Raising Cane’s, which surpassed $5.1 billion in annual sales.
Meanwhile, KFC’s own same-store sales have declined for five straight quarters. In consumer rankings, it’s been faring even worse. In 2024, it slipped 5% in the American Customer Satisfaction Index, and Yelp’s chicken sandwich rankings placed KFC 18th out of 20 nationwide failing to crack the top five in any region.
Tan-Gillespie, a decade-long KFC veteran newly promoted to president in April, is leading the charge alongside CEO Scott Mezvinsky, who stepped into his role in January. Their goal: Reinvigorate the brand without losing its legacy.
“Every competitor wants a slice of the fried chicken market,” Tan-Gillespie said. “We hadn’t lost our grit but we had lost a bit of ground.”
A Nostalgic Revival with a Modern Twist
KFC's comeback campaign leans into both innovation and nostalgia. Fried pickles are just one of many new menu items meant to excite longtime fans and attract younger consumers. The current menu includes its signature buckets, bowls, pot pies, tenders, nuggets, and chicken sandwiches but expect more updates soon.
The brand is also reviving its most iconic figurehead: the Colonel himself. His image and personality are returning to ad campaigns with a fresh boost of star power from Matty Matheson, the Canadian celebrity chef and fan favorite from Hulu’s The Bear.
“It’s not about age we’re a brand for everyone,” Tan-Gillespie said of Matheson’s involvement. “He’s just a perfect pairing for KFC.”
While the campaign is already reshaping KFC’s digital experience, the brand has bigger plans in the pipeline. According to Tan-Gillespie, expect physical renovations to KFC locations in the coming months that will better align with the revived identity.
“It may not be sexy, but it’s simple: listen to what customers want, and deliver it,” she added.
A Promising Start But Challenges Remain
Initial response to the Kentucky Fried Comeback has been encouraging. Data from Placer.ai shows that during the launch week of July 14, foot traffic was down just 0.1% year-over-year a significant improvement from the prior week’s 2.7% drop, suggesting momentum may be building.
Still, analysts say the path back to the top will be steep.
“The chicken space remains fiercely competitive,” said R.J. Hottovy, head of analytical research at Placer.ai. “While promotions and menu updates may boost short-term interest, a full comeback will require substantial investments in menu innovation, marketing, and real estate.”
Those efforts are already underway. KFC has brought back its beloved 2000s-era combo meals, and its new sauce-forward chicken tenders tap into Gen Z’s obsession with bold flavors and dipping sauces.
“Combo meals are known to drive purchase decisions, and spicy food continues to trend with younger audiences,” said Michael Della Penna, chief strategy officer at InMarket.
Winning Back Value-Conscious Customers
One of KFC’s smarter moves has been doubling down on loyalty programs, which are proven to keep customers engaged, especially in a market where every dollar counts.
“It’s not just about the lowest price anymore,” said Matthew Barry, Global Insight Manager at Euromonitor International. “It’s about value. If people are spending money, they want to know it’s worth it.”
That value proposition is key to reconnecting with a broader customer base. According to Usha Haley, professor of management at Wichita State University, KFC must walk a careful line between embracing innovation and protecting its heritage.
“Legacy brands need to maintain their identity while evolving for modern tastes,” Haley said. “Tread carefully is the advice I give.”
A Comeback Is Possible But It Won’t Be Easy
KFC’s relaunch has all the hallmarks of a strategic reboot: nostalgic branding, smart promotions, relevant menu innovation, and digital infrastructure upgrades. If the momentum continues, it could mark the start of a true turnaround.
But reclaiming lost ground in the Chicken Wars will require more than just fried pickles and a free bucket it will demand consistent execution, genuine brand storytelling, and a compelling reason for both loyal fans and newcomers to come back.
Whether it can win back the crown in a crowded market remains to be seen. But one thing’s clear: the Colonel is back in the kitchen, and he’s not going down without a fight.
