KFC
Products
As well as its core chicken on the bone offering, KFC's major products include chicken burgers (including the Zinger and the Tower burgers); wraps ("Twisters" and "Boxmasters"); and a variety of finger foods, including crispy chicken strips and hot wings.[118][119] Popcorn Chicken is one of the most widely available KFC products, and consists of small pieces of fried chicken.[120] In some locations, chicken nuggets are sold, and are sometimes sold, as in Australia, under the "Kentucky Nuggets" trademark.[121]
KFC adapts its menu internationally to suit regional tastes, and there are over three hundred KFC menu items worldwide.[43] Some locations, such as the UK and the US, sell grilled chicken.[122][123] In predominantly Islamic countries, the chicken served is halal.[47] In Asia there is a preference for spicy foods, such as the Zinger chicken burger.[124] Some locations in the US sell fried chicken livers and gizzards.[125] A small number of US outlets offer an all-you-can-eat buffet option with a limited menu.[126]
A number of territories, such as Japan, Jamaica, Trinidad, Barbados, Ecuador and Singapore sell fried seafood products under the "Colonel's Catch" banner.[127] In Jamaica, what was originally a seasonal offering for the Lent period was expanded to a year-round offering from 2010.[128]
McCormick & Company is KFC's largest supplier of sauces, seasonings and marinades, and is a long-term partner in new product development.[91]
Due to the company's previous relationship with PepsiCo, most territories supply PepsiCo products, but exceptional territories include South Africa, the Philippines, Turkey, Romania, Greece and Barbados, which stock drinks supplied by The Coca-Cola Company, and Aruba, which stocks RC Cola from the Cott Corporation.[133][134][135] In Peru, the locally popular Inca Kola is sold.[136] In a number of Eastern European locations and Portugal, beer is offered, in addition to soft drinks.[137][138][139]
Launched in 2009, the Krusher/Krushem range of frozen beverages containing "real bits" such as Kit Kat, Oreo and strawberry shortcake, is available in over 2,000 outlets.[140] Egg custard tart is a popular dessert worldwide, but other items include ice cream sundaes and tres leches cake in Peru.[141]
In 2012, the "KFC am" breakfast menu began to be rolled out internationally, including such items as pancakes, waffles and porridge, as well as fried chicken.[142]
11 herbs and spices
Main article: KFC Original Recipe
Sanders' Original Recipe of "11 herbs and spices" is one of the most famous trade secrets in the catering industry.[143] The recipe is not patented, because patents eventually expire, whereas trade secrets can remain the intellectual property of their holders in perpetuity.[144]A copy of the recipe, signed by Sanders, is held inside a safe inside a vault in KFC's Louisville headquarters, along with eleven vials containing the herbs and spices.[66][145] To maintain the secrecy of the recipe, half of it is produced by Griffith Laboratories before it is given to McCormick, who add the second half.[146]
Equipment
Although a number of franchisees bought the Collectramatic, which had the support of Colonel Sanders from 1970 onwards, John Y. Brown had already signed an exclusive contract to only use the L S Hartzog fryer.[147] Brown warned franchisees that they were in violation of their contract if they used the Collectramatic.[147] Brown held his ground on the issue until he learned that his father, John Y. Brown, Sr., who was a KFC franchisee himself, was also using the Collectramatic.[147] The issue was eventually resolved after Heublein purchased KFC and acquired Hartzog in order to invalidate the contract.[148] The Collectramatic thus became the official pressure fryer for KFC from 1972 onwards.[148]
Winston previously supplied KFC with holding cabinets, but since 2010, these have been supplied by Henny Penny.[149]
Advertising
Main article: KFC advertising
Colonel Sanders
Modern renditions of the Colonel are sometimes used in post 1980 advertising. In 1994, Henderson Forsythe portrayed the Colonel in a television campaign entitled "The Colonel's Way."[151] From 1998 to 2001 an animated version of the Colonel voiced by Randy Quaid was used for television advertisements.[152][153] In 2012, a UK advertisement entitled "4000 cooks" featured an actor made up to resemble Sanders.[154]
The ubiquity of Sanders has not prevented KFC from introducing a mascot aimed at children. "Chicky," a young animated chicken, was first introduced in Thailand in the 1990s, and has since been rolled out across a number of markets worldwide, mostly in Asia and South America.[155][156]
Slogans
Early official slogans included "North America's Hospitality Dish" (from 1956) and "We fix Sunday dinner seven nights a week" from 1957 until 1967.[157][158]The "finger lickin' good" slogan was used from 1956, and went on to become one of the best-known slogans of the twentieth century.[159] The trademark expired in the US in 2006, and was replaced in that market with "Follow your taste" until 2010.[160] In 2011, the "finger lickin' good" slogan was dropped in favor of "So good," to be rolled out worldwide.[159] A Yum! executive said that the new slogan was more holistic, applying to staff and service, as well as food.[161]
"Nobody does chicken like KFC" was first introduced by KFC Australia in 1998, and has continued to be used by the company in some markets.[162]
Logos
The first KFC logo was introduced in 1952 and featured a "Kentucky Fried Chicken" typeface and a logo of the Colonel.[163] It was designed by the Lippincott & Margulies corporate identity agency.[163] Lippincott & Margulies were hired to redesign it in 1978, and used a similar typeface and a slightly different Sanders logo.[163] The "KFC" initialism logo was designed by Schechter & Luth of New York and was introduced in 1991, and the Colonel's face logo was switched from brown to blue ink.[164]Landor redesigned the logo in 1997, with a new image of the Colonel. The new Colonel image was more thinly lined, less cartoonish and a more realistic representation of Sanders. In 2006, the Colonel logo was updated by Tesser of San Francisco, replacing his white suit with an apron, bolder colors and a better defined visage.[165] According to Gregg Dedrick, president of KFC's US division, the change, "communicates to customers the realness of Colonel Sanders and the fact that he was a chef."[165]
Television
United States
In 1969, KFC hired its first national advertising agency, Leo Burnett.[22] A notable Burnett campaign in 1972 was the "Get a bucket of chicken, have a barrel of fun" jingle, performed by Barry Manilow.[22]
By 1976 KFC was one of the largest advertisers in the US.[167] Young & Rubicam (Y&R) was KFC's agency of record in the US from 1976 until December 2000.[168] From 1978 to 1980 "It's nice to feel so good about a meal" was the slogan.[169] It was chosen because KFC had identified consumer guilt as its core marketing obstacle.[170] Meanwhile, KFC hired the Mingo-Jones agency to target African American[171] Mingo-Jones coined the "We do chicken right" slogan, which was later adopted across the whole chain from 1981 until 1990.[172] "Nobody's cooking like today's KFC" was used from December 1990 until March 1991.[173] audiences.
From 1991 to 1994, the television campaign focused on the fictional town of Lake Edna.[174] When he took over the CEO role at KFC, David Novak ended the campaign, which he derided as "hokey."[175] The campaign was replaced by one with the tagline, "Everybody needs a little KFC," which Novak credited with helping to boost sales at the company.[175]
BBDO took over the KFC US account in December 2000. Its first campaign, featuring Jason Alexander, debuted on television in July 2001.[176] It ran until May 2003 with the tagline, "There's fast food. Then there's KFC."[176] In September 2003, BBDO was replaced by Foote, Cone & Belding.[177] Its first campaign aired in November, but was pulled after less than a month following complaints from the National Advertising Division and the Center for Science in the Public Interest that it advertised the health benefits of eating fried chicken.[178]
International
In 1994, Ogilvy & Mather became KFC's international agency of record.[179] From 1997 to 1999, Ogilvy & Mather used celebrities such as Ivana Trump, Tara Palmer-Tomkinson and Ulrika Jonsson to endorse KFC products in television advertisements in the UK.[180] After this campaign, the agency simply adapted Y&R's American campaigns, such as the animated Colonel, for a British audience.[153] In late 2002, BBH[181] In 2003, the "Soul Food" campaign was launched, aiming to capture the young urban market with 1960s and 70s African-American music.[181] By 2005, this believed to have been a failure, and KFC UK's marketing director left the company amid speculation that the US head office was unhappy with the campaign.[181] Marketing subsequently moved towards a more family-orientated line.[181] was appointed KFC's UK agency.Promotional tie-ins and corporate sponsorships
In 2013, WPP's BrandZ valued the brand at US$10 billion.[182]In 1994, KFC embarked upon its first US nationwide promotional tie in, with the Looney Tunes[183] Customers could buy a Looney Tunes character 3D mug for $1.99 with each $14.99 Mega Meal that was purchased.[183] franchise.
KFC in the US featured a Matchbox promotion in Spring 1995.[184]
Between November 1998 and January 2000, KFC US teamed with Nintendo, Game Freak and 4 Kids Entertainment in a Pokémon tie-in.[185] Pokémon themed promotional days were held, Pokémon Beanie Babies were sold, and Pokémon toys were given away free with children's meals.[185] In 1999, PepsiCo signed a $2 billion agreement with Lucasfilm in order to market Star Wars themed meals in its KFC and Pizza Hut chains.[186]
Since 2010, KFC has sponsored the KFC Yum! Center in Louisville. In Australia, KFC has sponsored the Big Bash League Twenty20 cricket tournament and Twenty20 international matches since 2003.[187]
Controversies and criticism
See also: Kentucky Fried Cruelty
Since the turn of the 21st century, fast food has been criticised for its animal welfare record, its links to obesity and its environmental impact.[188] Eric Schlosser's book Fast Food Nation (2002) and Morgan Spurlock's film Super Size Me (2004) reflected these concerns.[21] Since 2003, People for the Ethical Treatment of Animals (PETA) has protested KFC's choice of poultry suppliers worldwide.[189] The exception is KFC Canada, which signed an agreement pledging to only use "animal friendly" suppliers.[190][190] KFC President Gregg Dedrick said PETA mischaracterized KFC as a poultry producer rather than a purchaser of chickens.[191]
In 2008, Yum! stated: "[As] a major purchaser of food products, [Yum!]
has the opportunity and responsibility to influence the way animals
supplied to us are treated. We take that responsibility very seriously,
and we are monitoring our suppliers on an ongoing basis."[192]
PETA have held thousands of demonstrations, sometimes in the home towns
of KFC executives, and CEO David Novak was notably soaked in fake blood
by a protester.In 2006, Greenpeace accused KFC Europe of sourcing the soya bean for its chicken feed from Cargill, which had been accused of clearing large swathes of the Amazon rainforest in order to grow the crop.[193]
In December 2012, the chain was criticised in China when it was discovered that a number of KFC suppliers had been using growth hormones and an excessive amount of antibiotics on its poultry in ways that violated Chinese law.[197] In February 2013, Yum! CEO David Novak admitted that the scandal had been "longer lasting and more impactful than we ever imagined."[197] The issue is of major concern to Yum!, which earns almost half of its profits from China, largely through the KFC brand. In March 2013, Yum! reported that sales had rebounded in February, but that reduced December and January sales would result in a decline in some store sales of 20 percent in the first quarter.[198]
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