KFC changes completely after what happened with Popeyes and Chick-fil-A

In an unexpected and bold move, the iconic fried chicken chain KFC has decided to completely reinvent itself. KFC has been losing prominence for several years to its main competitors—especially Popeyes and Chick-fil-A. Now, the brand has launched a comprehensive strategy that aims for more than just selling chicken. KFC wants to reclaim its place at the top of American fast food.

For some time, the chain owned by Yum! Brands had been feeling the pressure. In 2024, its sales in the United States fell by 4%, reaching $4.34 billion. Meanwhile, brands like Popeyes were growing at double digits and Chick-fil-A was consolidating as the leader in customer satisfaction. Faced with this scenario, KFC decided to leave behind its traditional stance and adopt a more defiant attitude.

KFC: the changes affect the Colonel

One of the most noticeable changes has been the visual transformation of its most representative symbol: Colonel Sanders. Now, instead of smiling kindly, he appears frowning in ads, posters, and digital campaigns. This new expression aims to reflect the brand's determination to become relevant again in a market that waits for no one.

This relaunch hasn't been limited to a simple aesthetic modification. Under the slogan "Kentucky Fried Comeback," KFC has implemented a series of decisive actions:

• "Free Bucket On Us" promotion. Customers who spend at least $15 through the app or website can receive a free bucket of 8 pieces of chicken or tenders. This offer, valid until August 24, aims to attract digital traffic and collect feedback to improve the service.

• Return of the "$7 Fill Ups." Complete meals at a competitive price targeting consumers who seek savings without sacrificing quantity.

• New product: Kentucky Fried Pickles. Fried pickles served with "Comeback Sauce" or ranch, aiming to attract young audiences who enjoy bold flavors and new experiences.

• Campaign with chef Matty Matheson. As part of its "chefpreneur" strategy, KFC partners with the popular chef to present its food as an obsession. He does so in a series of videos and activities on platforms like YouTube and Twitch.

This rebranding effort also includes activations at sporting events, presence in movie theaters, and interactive campaigns. There's even an online challenge that promises 11 months of free chicken to whoever manages to decipher a secret code based on the Colonel's "11 herbs and spices."

In the words of the brand's own spokespersons, "we know we've fallen behind, and now it's time to come back with everything." This direct self-criticism not only seeks to connect with consumers honestly. It also marks the beginning of a stage in which KFC bets on a bolder, more authentic, and competitive identity.

Meanwhile, as the fried chicken market continues to expand, the challenge for KFC is to show that having history isn't enough: it must reinvent itself without losing its original flavor.