KFC kicks off daring image revamp

kfc_logoAs of this week, there are three things on the Earth that are visible from outer space: the Great Wall of China, a huge strip mine in the American Midwest and KFC’s Colonel Sanders .

Do you recall Kentucky Fried Chicken, which had to shut its doors after violent agitation by farmers a few years back, in Bangalore?

Well, the restaurant chain has come a long way since it went through an interesting change of avataar. In a case of successful make over of its image, the restaurant chain in 1991, dropped words ‘chicken‘ and ‘fried ‘ from its name, both of which were becoming counter productive to its image. While, the word chiken was narrowing down its product range to a few chicken variants, the word fried was making customers jitttery about health consequences. Of course, the word Kentucky, signifying the place of its origin, had also to be dropped to make way for a more youthful abbreviated KFC.

KFC, however, has begun re-embracing the Kentucky Fried Chicken name. It now uses both “Kentucky Fried Chicken” and “KFC” in its international advertising. This, perhaps, was necessitated in parts to counter the growing belief that the word “Chicken” was dropped as KFC was using a genetically modified animal, which could not be called “chicken.”

KFC, based in Louisville, Kentucky, USA, is a division of $9 billion quick service food major Yum! Brands, which among others also owns such global leaders as Pizza Hut, Taco Bell and Long John Silver’s – well known for their pizza, Mexican and seafood delicacies respectively. Yum! Brands – a spin off of PepsiCo, is the world’s largest systems restaurant company with more than 34,000 restaurants, spread across more than 100 countries.

In an exercise to contemporise its image, KFC has unveiled a massive 87,500 sq. ft. new logo, appropriately referred to as the “Face from Space’ in a Nevada desert, which can be seen from the outer space. The logo, which depicts its founder Col. Harland Sanders, consists of 65,000 one-foot-by-one-foot painted tile pieces, assembled like a jigsaw puzzle, and 12,000 eggshells. This is the fourth change in its logo in 50 years. KFC, in a campaign to popularise its image make over, in an interactive advertising exercise, has even offered prizes to internet surfers, who could locate a mystery message written on its logo.

KFC plans to complete the exercise of revamp of its global image, within the next five years, by redesigning the looks of its advertising, packaging, uniforms and 14,000 outlets across 80 countries, beginning with Canada.

KFC has 50 restaurants spread across the northern and eastern regions of the country.


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