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 heralding its “comeback” era with a new menu item and a promotion that could earn you a free bucket of chicken.
The fast-food restaurant announced its plans to revive the legacy chicken chain amid stiff competition from Chick-Fil-A, Raising Canes and other restaurants. KFC’s “comeback” plan includes offering a free bucket of chicken with any $15 online order, a new menu item and a redesign of the brand’s iconic Colonel Sanders.
“We’re well aware of the latest fried chicken rankings and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are. If people can give their ex a million second chances, I hope our fans can give us one,” KFC President Catherine Tan-Gillespie said in a press release. “By listening to our customers and addressing feedback, we’ll reclaim our rightful place in the fried chicken game we started. Come back and give us a shot—your first bucket’s 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.
KFC new menu item
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.