They’re not clucking around this time. KFC is bringing out the big guns—and big buckets—to win back fried chicken fans across the U.S. After slipping behind competitors and losing a bit of its sizzle in the market, the fried chicken giant has launched a national push it’s boldly calling the “Kentucky Fried Comeback.”
The campaign’s crown jewel? Free chicken buckets—well, almost free. Customers who spend $15 via the KFC website or app and are part of the KFC Rewards program get a free bucket of the good stuff. But the comeback doesn’t stop there. New menu items, revamped advertising, and a no-nonsense Colonel Sanders are all part of the mix.
A Comeback Served Hot
KFC isn’t hiding from the numbers. U.S. same-store sales were down 1% in the first quarter of 2025 compared to last year.
But instead of retreating, the brand is stepping on the gas. Executive Catherine Tan-Gillespie is leaning into the challenge. “The Colonel would not be happy about our market share,” she said, adding that it’s time to remind America who started the fried chicken game.
And that’s exactly what they’re trying to do—by giving people a reason to try again and speak up.
Free Chicken Isn’t Just a Gimmick
The “Free Bucket on Us” deal is available only for a limited time and comes with strings attached—namely, joining the KFC Rewards program and ordering through the app or website.
But that’s part of the bigger picture. KFC isn’t just slinging free chicken. They’re rebuilding a relationship with lapsed fans. Customers are being asked to weigh in, share feedback, and—oddly enough—help co-create the chain’s future.
Incentivized feedback? It’s a strategy that might actually work, especially in a saturated market where loyalty is more fragile than ever.
What’s Cooking: Menu Tweaks and Fill-Up Nostalgia
The food itself is getting an upgrade. Alongside the comeback campaign, KFC is making flavor a focus again.
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Fried pickles are back on the menu at select locations
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$7 Fill Up meals have returned “while supplies last”
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The brand is pushing “trend-forward” innovations that it claims reflect current customer tastes
The move feels like a response to the broader food scene where flavor innovation is critical for keeping Gen Z and millennial eaters interested. It’s also a nod to nostalgia—reminding customers why they fell in love with KFC in the first place.
Colonel Sanders Gets a Reboot
In advertising, KFC is going back to its roots—but with a sharper edge.
The late Colonel Sanders is being recast with a more “serious” tone. Billboards and signage now show a sterner version of the icon. This isn’t your grinning, jolly Colonel from decades past.
Instead, the imagery reflects the brand’s hunger to reclaim market leadership. A bit theatrical? Sure. But symbolic of the brand’s new voice—less playful, more driven.
Competition Is Clucking Loudly
The chicken war isn’t new, but it’s louder than ever. Popeyes, Chick-fil-A, and Raising Cane’s have all upped their game in recent years.
Chick-fil-A, in particular, continues to dominate the customer satisfaction charts. In the latest American Customer Satisfaction Index’s 2025 report, Chick-fil-A holds the No. 1 spot among chicken chains. KFC? Respectable, but still second.
The brand’s leadership clearly knows where they stand—and they’re not happy about it.
Global Picture Tells a Different Story
Interestingly, while KFC has seen a slight dip in the U.S., things look brighter abroad.
According to Yum! Brands, which owns KFC, Taco Bell, Pizza Hut, and Habit Burger, global same-store sales for KFC rose 3% year-over-year in Q1. Of the nearly 32,000 KFC locations worldwide, a staggering 89% operate outside the United States.
So while the U.S. market is a priority, the brand isn’t exactly on the ropes.
What It Means for Yum! Brands
This isn’t just about chicken—this is about market presence and brand equity.
Yum! Brands’ stock sat at $145.04 on Monday, down 1.48%. With a $41.05 billion market cap, it’s a heavyweight in fast food. But even giants feel the pressure when consumer tastes shift and rivals gain ground.
The KFC comeback could be a litmus test for whether legacy brands can course-correct in real time, especially with modern consumers.
