On Monday, July 14, 2025, the American fried chicken chain brand KFC announced the launch of a new “Kentucky Fried Comeback” plan in an effort to reclaim its position as the leading fried chicken brand in the United States. The plan includes not only launching an online promotion offering free buckets of chicken for qualifying purchases but also adjusting its social media image and menu strategy simultaneously.
According to KFC, customers who spend over $15 (excluding taxes and fees) through the KFC Rewards account on the official website or app at participating stores will receive a free bucket of their signature fried chicken. This promotion must be redeemed before checkout and will run until August 24. KFC encourages customers to fill out an online feedback form after trying the food to provide input on taste and experience.
In recent years, the fried chicken market has been heating up, with last week seeing McDonald’s reintroducing the Snack Wrap, igniting a fierce battle among various brands in the fried chicken sandwich market.
Catherine Tan-Gillespie, the President of KFC USA, expressed her determination in the “Fried Chicken Comeback Battle,” stating, “We are aware of the recent ranking of fried chicken brands, and I am full of fighting spirit for this ‘fried chicken comeback battle.’ We hope our fans will give us a chance – if people are willing to give exes countless chances, perhaps they can give us one. Come and try, we invite you to eat the first bucket!”
In addition to free signature fried chicken, KFC’s new “Comeback Plan” includes three main aspects:
1. Upgrade in Taste and Quality: After optimizing kitchen operations, KFC claims that the fried chicken will be crispier and hotter, recreating the brand’s signature flavor with the classic 11-spice “original recipe.”
2. Menu Updates: New additions such as “Fried Pickles with Comeback Sauce” and “Ranch Sauce,” as well as the re-launch of the $7 Fill Ups value meal, are aimed at capturing the younger consumer market.
3. Social Media Image Overhaul: The advertising tone and visual style have become more assertive, reinterpreting the role image of Colonel Sanders, the iconic symbol of KFC, to highlight the brand’s determination for revival.
Facing challenges from emerging brands like Popeyes and Raising Cane’s, KFC’s ranking has significantly declined. According to Yelp’s recent ranking of fried chicken sandwiches, KFC only ranks 18th, lagging far behind its competitors with new flavors. This spring, Popeyes also introduced a limited-time menu targeted at “kimchi lovers,” while Sonic launched items such as kimchi-flavored tater tots and kimchi slushies, indicating that the “kimchi trend” has become a new trend in the fast-food industry.
KFC emphasizes that the “Comeback Plan” will continue to unfold, with plans to introduce more new dishes and digital marketing activities in the coming months to further increase the positive sentiment and engagement of the younger demographic towards the brand.
Currently headquartered in Louisville, Kentucky, KFC’s parent company, Yum! Brands, announced in February of this year that it will establish two new brand headquarters in Plano, Texas, and Irvine, California.
(Adapted from reports by “USA Today” and “Food & Wine”)