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."
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