KFC launches comeback with free chicken buckets for customers

In the United States, KFC has introduced its Kentucky Fried Comeback initiative, aiming to regain market share in the fast-food chicken segment. The campaign features a promotion offering a complimentary bucket of fried chicken to customers who spend $15 through the KFC app or website. This offer is part of a broader strategy to modernize customer experiences and enhance menu offerings, including the return of fried pickles and the $7 Fill Ups meal deals. KFC's president, Catherine Tan-Gillespie, emphasizes the importance of listening to customer feedback to improve the brand's offerings while competing against rivals in the ever-evolving fried chicken market. The recent initiative was motivated by declining same-store sales for KFC in the U.S., which saw a 1% decline compared to the previous year. In contrast, international sales reported a 3% growth during the same period, highlighting the challenges faced by KFC in the domestic market. Tan-Gillespie's approach embraces a three-pronged methodology, focusing on putting fans first, adopting a food-centric perspective, and modernizing the overall customer journey. Part of the campaign includes a change in public branding of Colonel Sanders, adopting a serious demeanor to signify KFC’s commitment to improving its market position. This shift aims to illustrate that the brand is serious about regaining customer loyalty and satisfaction after a period of losing ground to competitors like Popeyes and Chick-fil-A, who currently lead in customer satisfaction rankings. Overall, KFC's new promotional effort signals a renewed focus on flavor and customer engagement. By leveraging tastings and product innovations, KFC hopes to reclaim its place in the fast-food chicken sector, emphasizing the importance of culinary quality in attracting and retaining customers who have grown fond of other competing brands.