KFC Launches National Comeback Campaign Amid U.S. Sales Decline

KFC is launching a bold marketing campaign centered on a serious, unsmiling Colonel Sanders to address declining U.S. sales and regain market share amid fierce competition from chains like Chick-fil-A, Popeyes, and emerging brands such as Dave’s Hot Chicken. The campaign, including the "Obsession" ad featuring celebrity chef Matty Matheson, highlights Sanders’ dedication to perfecting the brand’s signature recipe while signaling KFC’s commitment to improving quality and customer perception. Despite fried chicken's global popularity, KFC has lost ground due to its emphasis on bone-in chicken and weaker store operations compared to rivals focusing on boneless options and superior service. Yum Brands’ president of KFC U.S., Catherine Tan-Gillespie, acknowledges the brand's challenges and aims to get KFC "back in the fight" through this refreshed narrative and store improvements. Meanwhile, in France, KFC teamed up with Burger King for a limited-time shared sandwich called the "BFF Burger," showcasing innovative collaboration and creating buzz through a playful marketing campaign emphasizing unity. This cross-brand initiative, though short-lived, has been well received by fast food fans and demonstrates KFC's willingness to experiment with fresh approaches alongside its serious comeback efforts.