KFC® Begins its Comeback Era, Issues Come Back Call to Fried Chicken Fans with Free Bucket On Us* Offer

Rhea-AI Summary

KFC (NYSE:YUM) has launched a major brand comeback initiative featuring a "Free Bucket On Us" digital offer available through KFC.com and their app. The campaign introduces a new brand direction with the return of Colonel Sanders portrayed as a "Chefpreneur" in advertising, emphasizing the company's renewed focus on its Original Recipe® chicken.

Led by KFC U.S. President Catherine Tan-Gillespie, the initiative follows significant operational improvements that have enhanced taste and customer satisfaction scores. The company is also introducing new menu items including fried pickles and maintaining their $7 Fill Ups program. The comeback strategy includes updated store signage, billboard advertising, and a shifted social media tone, demonstrating KFC's determination to reclaim market share in the competitive fried chicken segment.

Positive

• None.

Negative

• Acknowledgment of declining market share in the competitive fried chicken segment
• Need for significant brand repositioning indicates previous strategy challenges

The original fried chicken chain also brings back the Colonel to its advertising as a feisty "Chefpreneur," signaling the brand's renewed obsessive pursuit of flavor

LOUISVILLE, Ky., July 14, 2025 /PRNewswire/ -- KFC® is cooking up something big. As fierce competition continues in the fried chicken wars, KFC—with 75 years of fried chicken legacy—is entering its comeback era and making KFC impossible to resist. Today, it issues a bold come back call to fried chicken fans with a "Free Bucket On Us" digital offer, available on KFC.com and the KFC app—and the brand is making a simple request: try our chicken, tell us what you think and help co-create this comeback.

With a renewed focus on what fans love most and a flavor-obsessed mindset, KFC is doubling down on what made it iconic: freshly prepared Original Recipe® chicken, made with the Colonel's legendary blend of 11 herbs and spices. Following great strides in operations that have driven improvements in the brand's taste and customer satisfaction scores, KFC's kitchens are inviting customers back to taste the difference—crispy, hot, and unmistakably original.

"We're well aware of the latest fried chicken rankings and I'm fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are. If people can give their ex a million second chances, I hope our fans can give us one," said Catherine Tan-Gillespie, President, KFC U.S. "By listening to our customers and addressing feedback, we'll reclaim our rightful place in the fried chicken game we started. Come back and give us a shot—your first bucket's on us."

KFC is not chicken about its chicken and KFC's bold new brand creative brings back its chef entrepreneur, Colonel Sanders, and his obsessive pursuit of the boldest flavor in "The Colonel Lived So We Could Chicken." Chef, restauranteur, actor and KFC fan Matty Matheson joins the Colonel as he sweats every detail in the pursuit of the best fried chicken.

The brand creative also comes to life physically. Recently, the Colonel's expression has shifted from his typical cheerful to serious in store signage and in billboards, with a shift in tone on social—indicating KFC is serious about winning back the hearts (and stomachs) of its fans one hot, crispy, irresistible piece of Original Recipe® chicken at a time. "The Colonel would not be happy about our market share, and we're serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken. We won't smile until our customers do," said Catherine Tan-Gillespie, President, KFC U.S.

In menu news, fried pickles**—golden-fried dill pickle slices that are the perfect crispy bite to pair with the brand's signature Comeback Sauce or ranch—join the menu alongside fan-favorite $7 Fill Ups***, showing KFC's renewed focus on flavor and trend-forward menu innovation. 

Download the KFC app today to redeem the Free Bucket On Us offer plus other deals, and start to earn points on your KFC orders to unlock free fried chicken.****

*Only available on KFC.com or in the app for participating stores through KFC Rewards account with $15+ online purchase (before taxes, tips & fees). Offer must be redeemed prior to checkout. Customers responsible for all taxes, tips and fees. Cannot be combined with other offers. No cash value. Non-transferrable. Limit 1 per account.  

 **Prices and participation may vary, whiles supplies last.

***Prices and participation may vary, while supplies last. Prices higher in AK, HI, CA and third-party ordering websites. Tax, tip and fees extra. No substitutions. 1pc Breast Fill Up includes 1 pc. breast, 8oz mashed potatoes & gravy, 1 biscuit, 2 Pie Poppers and med. drink. 2pc Chicken Fill Up includes 2pc dark meat chicken on the bone, 8oz mashed potatoes & gravy, 1 biscuit, 2 Pie Poppers, and med. drink. 3pc Tenders Fill Up includes 3pc tenders, 8oz mashed potatoes & gravy, 2 Pie Poppers and med. drink. Famous Bowl Fill Up includes Famous Bowl, 2 Pie Poppers and 1 med. drink.  

*****KFC Rewards program only available with online orders at participating KFC restaurants in the U.S.  Account creation required. 

About KFC
KFC Corporation, based in Louisville, Ky., has been serving up Finger Lickin' Good Original Recipe^® fried chicken since 1952, including chicken on the bone, nuggets and tenders. Beyond the top secret 11 herbs & spices, KFC specialties include the KFC Chicken Sandwich, Extra Crispy^™ chicken, KFC Famous Bowls^®, Pot Pies, Secret Recipe Fries, biscuits and homestyle sides. There are over 30,000 KFC restaurants in 150 countries and territories around the world. KFC Corporation is a subsidiary of Yum! Brands, Inc., Louisville, Ky. (NYSE: YUM). For more information, visit www.kfc.com. Follow KFC on Facebook, Twitter, Instagram and TikTok. 

Media Contact:
Lauren Leger
Lauren.leger@yum.com   
502-874-8100  

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SOURCE Kentucky Fried Chicken

FAQ

What is KFC's new Free Bucket On Us promotion in 2025?

KFC is offering a free bucket of chicken through KFC.com and their app for customers who make a purchase of $15 or more (before taxes, tips & fees) through a KFC Rewards account at participating locations.

Who is the new President of KFC US in 2025?

Catherine Tan-Gillespie is serving as the President of KFC U.S., leading the brand's comeback initiative.

What new menu items is KFC introducing in 2025?

KFC is introducing fried pickles - golden-fried dill pickle slices that can be paired with their signature Comeback Sauce or ranch dressing.

What are KFC's $7 Fill Ups options in 2025?

KFC's $7 Fill Ups include options like 1pc Breast Fill Up, 2pc Chicken Fill Up, 3pc Tenders Fill Up, and Famous Bowl Fill Up, each coming with various sides and drinks.

How is KFC changing its brand image in 2025?

KFC is bringing back Colonel Sanders as a 'Chefpreneur' in advertising, updating store signage with a more serious expression, changing billboard advertising, and shifting social media tone to emphasize their commitment to quality.