KFC is reviving its brand by reintroducing Colonel Sanders in a national ad campaign aimed at regaining lost customers amidst declining U.S. sales for five consecutive quarters. The fast-food chain has seen increased competition, particularly from Chick-fil-A, Popeyes, and rapidly growing smaller chains such as Dave's Hot Chicken, which is securing valuable investments. KFC struggles with its menu heavily featuring bone-in chicken, while competitors focus on boneless options. Customer service quality also plays a role in the brand's challenges compared to rivals.
KFC has launched a national television ad campaign to revive its brand and attract diners back, emphasizing its origins and combating competition from chains like Chick-fil-A and Popeyes.
KFC's recent sales decline has been alarming, with U.S. sales dropping for five consecutive quarters, pushing the brand out of the top three largest chicken chains in the U.S.
Smaller chains such as Dave's Hot Chicken are gaining traction with focused menus and rapid expansion, securing significant investments at high valuations despite their smaller footprint.
KFC faces challenges from increasing competition focusing on boneless chicken products, while its legacy menu remains heavy with bone-in options, contributing to customer preference shifts.
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