After ranking toward the bottom of a recent fried chicken fast food ranking, the company is trying to launch a ‘Kentucky Fried Comeback.’
WASHINGTON — Kentucky Fried Chicken is marking the dawn of its “comeback” era with the introduction of a fresh menu item and a special offer that might just land you a free bucket of chicken.
The chain announced its strategy to revive its stature in the chicken industry, facing stiff competition from places like Chick-Fil-A and Raising Canes. As part of this revival plan, KFC is giving away a free bucket of chicken with any online purchase of $15 or more, launching a new menu item, and unveiling a revamped design of the well-known Colonel Sanders.
“We know the latest rankings in the fried chicken sphere, and I’m excited to kick off a bold Kentucky Fried Comeback, reminding America of our identity. If people can give their ex-partners countless chances, I’m hopeful our fans will offer us one,” stated KFC President Catherine Tan-Gillespie in a press release. “By tuning into our customers and responding to their feedback, we aim to regain our rightful position in the fried chicken arena that we originally pioneered. Return to us and take a chance—your initial bucket is on us.”
Last week, Yelp released its first ever list of the top 20 fast food chicken sandwich chains in the U.S. KFC ranked 18th on the list.
KFC hopes to address its issues directly with its customers as it launched an online feedback form.
The brand is also partnering with “The Bear” actor and chef Matty Matheson for its comeback campaign, as well as making the Colonel frown on billboards and store signages.
“The Colonel would not be happy about our market share, and we’re serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken. We won’t smile until our customers do,” Gillespie said.
In an attempt to entice customers, KFC is also jumping on the popular fried pickle trend.
The fast-food chain is following in the footsteps of competitors like Sonic, adding fried pickle slices to its summer menu. The slices of dill pickles are fried and served with KFC’s signature Comeback Sauce or ranch.
Gillespie announced the return of the $7 Fill Ups value meal, which offers four combination options: three-piece chicken tenders, one-piece breast fried chicken, two-piece fried chicken or the Famous Bowl. The fried chicken and tender options come with mashed potatoes, gravy, biscuit, pie poppers and a medium drink.
How to get a free KFC bucket of chicken
The promotion is available on KFC.com or the KFC app as a digital coupon for a $15+ order.
The digital offer, which is limited to one per KFC Rewards account, must be redeemed prior to checkout. According to USA Today, the offer is available until Aug. 24.
