KFC, the famous fried chicken quick service restaurant headquartered in Louisville, just made our day with a wonderful new promotion. With this new initiative, it hopes to lure new customers into its stores. The chain, founded by Colonel Sanders, who is celebrated as the original “chefpreneur,” is offering a free bucket of either Original Recipe classic fried chicken or Original Recipe tenders to customers who spend $15 on the KFC app or website. This announcement follows KFC’s efforts to get back on top of the suddenly booming crispy chicken loony bin.
Domestically, in the last few years KFC has been under extreme competitive activity in the fried chicken space leading to a category reshaping move at KFC. The chain has emphasized its popular $7 Fill Ups value meal, which offers four delicious combination options: three-piece tenders, one-piece fried chicken, two-piece fried chicken, or the Famous Bowl. Every dinner includes hearty mashed potatoes and gravy, a warm biscuit, Pie Poppers® and a medium drink. This powerful combination makes it an outstanding option for today’s value-conscious consumers.
A Focus on Quality and Flavor
Along with its regular chicken favorites, KFC is adding dill pickle slices fried to a golden, crunchy perfection. Fans can devour these crispy nuggets with KFC’s iconic Comeback Sauce or ranch dipping sauce. This addition reflects KFC’s commitment to enhancing its menu while remaining true to the brand’s roots in quality and flavor.
“We’re on the right path, and we know it,” said Catherine Tan-Gillespie, KFC’s Chief Marketing Officer. She stated, “We’re no longer being chicken about our chicken.” This mood really speaks to KFC’s commitment to reclaim its legacy as the undisputed queen of the fried chicken category.
“So this is to say we’re serious about being back in the game. The Colonel’s not going to be smiling until our customers are.” Her comments highlight KFC’s desire to better meet customers’ needs and recapture its place atop the marketplace.
The Role of Celebrity Influence
KFC is taking this effort to the next level by partnering with chef, restaurateur, and television personality Matty Matheson. He’ll be appearing in his own promotional spot to help create buzz. Matheson’s celebrity cameo is intended to introduce a new tone and energy and provide new brand awareness to a younger consumer market. One thing is clear though, competition is getting fierce in the crispy chicken space. So, by using celebrity endorsements strategically, brands can capture the moment and create a big impact with sales.
The Colonel wouldn’t be happy about our share of the market,” Tan-Gillespie said. He keyed up the pressure for KFC to reverse the trend and make itself more relevant in the fast-food market. She added, “Most incumbent brands and legacy brands, sometimes we lose some ground — so now is the time to come back.” Tan-Gillespie’s remarks are indicative of a larger industry shift where legacy brands need to embrace change in order to stay competitive.
A Commitment to Customer Engagement
KFC’s free bucket deal is more than just a gimmick. It’s an essential ingredient to their successful customer engagement strategy that gets customers to visit and sparks a desire to buy the latest limited time offer. Tan-Gillespie noted, “We’re so confident with the strides that we’ve been making on our menu with our launch of Original Recipe tenders that we’re giving this offer away where all Americans can get a free bucket on us.” This lifestyle-focused concept is designed to generate buzz, build brand affinity, and increase traffic online as well as in stores.
