"I recently visited KFC for the first time in 15 years, chasing nostalgia - and left with no desire to return. A week later, another location surprised me with a fried feast that actually hit the spot. Then, at a third stop, the food landed somewhere in between. The problem, I realized, isn't what's on the menu. It's that KFC can't seem to serve the same meal twice."
"In mid-July, the company launched its " Kentucky Fried Comeback" turnaround campaign after years of losing ground to competitors like Popeyes and Raising Cane's. Executives know this is a critical moment for the 72-year-old chain to reclaim its former fast food glory. Sales have been down year over year in most quarters since 2023. And customer satisfaction slipped 5% in 2024, the American Customer Satisfaction Index found."
"Catherine Tan-Gillespie, president of KFC US, previously told Business Insider that consumer sentiment and customer satisfaction scores have slipped, and the brand needs a makeover to keep up with shifting tastes. The turnaround effort is to show customers that the company is changing, Tan-Gillespie said last month at the start of the campaign. "If you can give your exes a million second chances, why not give KFC a second chance? We're really worth the try," she said."
A visitor returned to KFC after 15 years and visited three Southern California locations, experiencing widely inconsistent meal quality. One visit rekindled nostalgia but produced unappealing food, another delivered a satisfying fried feast, and a third landed somewhere in between. The variability led to the conclusion that KFC struggles to reproduce the same meal reliably across outlets. The company launched a Kentucky Fried Comeback turnaround in mid-July to address lost ground to rivals and falling customer satisfaction. Executives plan menu innovations, renovations, celebrity partnerships, and the reintroduction of Colonel Sanders to improve consistency, convenience, and craveability.
Read at Business Insider
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