KFC launches 'Kentucky Fried Comeback' amid slumping popularity
Briefly

KFC is implementing the 'Kentucky Fried Comeback' campaign to recover from slumping sales and competition. The chain aims to reclaim market share amid fierce competition from rival brands, including Chick-fil-A and Popeyes. New leadership, including President Catherine Tan-Gillespie and CEO Scott Mezvinsky, is focused on rejuvenating the brand, highlighted by a promotional deal that has already increased digital traffic and customer engagement significantly. The company is optimistic about its future growth and aims to turn things around after a decade of declining sales.
"It feels like every competitor wants to be in the fried chicken space, including our sister brands. So it is the place to be," Catherine Tan-Gillespie said. "But, like many legacy and incumbent brands, we've kind of lost a bit of ground - we hadn't lost our grit, but we had lost a bit of ground."
Tan-Gillespie noted, "In the first week of the comeback promotion, we saw a record-breaking surge in KFC Rewards sign-ups and app downloads, plus unprecedented digital traffic."
Tan-Gillespie stated, "This is just the beginning of our comeback, and we couldn't be more excited about what's ahead."
Read at Business Insider
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