KFC gets ahead of Popeyes in the United States and confirms July's bomb

For years, major fast food chains have competed to win over the summer. But this summer, KFC has made a move before anyone else. KFC has done so with an unexpected and very timely play.

The fried chicken chain has secured an exclusive collaboration with F1: The Movie, the new blockbuster film that has dominated the box office. In its opening weekend, the movie has exceeded all expectations. Unofficial figures place it among the year's biggest premieres.

KFC Launches a New Menu That's Not So New

Taking advantage of this momentum, KFC has relaunched its famous "Fill Up" menus, a classic making a strong comeback. Under the slogan "Box Box"—a reference to Formula 1 pit lane language—the campaign links speed, flavor, and experience. KFC does so in a format that the public recognizes.

For just $7, customers can choose from several combos that include chicken, tenders, or the famous Famous Bowl. This also comes with a medium drink and pie poppers. In other words, a complete, tasty, and affordable menu.

But that's not all. The chain has also launched an exclusive drink to accompany the campaign. It's the new Mountain Dew Sweet Lightning Peaches & Cream, a creamy variant with peach and vanilla flavor. This marks KFC's entry into the "dirty sodas" phenomenon, popular among younger consumers.

Meanwhile, other brands like Popeyes haven't announced similar campaigns yet. This has allowed KFC to take the lead, both in visibility and cultural connection. The partnership with F1: The Movie is not only strategic: it's also emotional.

The movie, which blends drama, speed, and competition, has been well received by critics and audiences. Its intense aesthetic and high-tension narrative connect directly with the concept of fast food with character. That's why this collaboration is not just marketing: it's a statement of intent.

KFC is thus positioning itself as the fastest chain of the summer. While Popeyes and other rivals are still exploring traditional offers and discounts, KFC is betting on the complete experience: menu + drink + cultural connection.

The "Box Box" concept has also been integrated into the decor of the restaurants and their digital platforms. Some locations have even decorated their counters to look like pit stops, reinforcing the thematic immersion.

According to outlets like Allrecipes and Food & Wine, the Mountain Dew drink has been one of the month's most talked-about launches. They describe it as "summer in a single sip." Light, refreshing, and different.

The Fill Ups, meanwhile, are returning just as many consumers are seeking quality without overspending. The $7 price is competitive and meets current market demands.

With this move, KFC shows that it doesn't just sell food. KFC also knows how to read the moment and get ahead of its competitors. In the race to win over summer consumers, KFC has been the first to accelerate. The finish line is still far away.