RE-BRANDING KFC AND BEYOND. . .

When I was in college, I worked for Kentucky Fried Chicken.  I have visited the Colonel's original restaurant in Corbin,KY.  But I wonder if he's spinning right now as his creation is being re-branded. Have you noticed?

About ten years ago, Kentucky Fried Chicken gave way to KFC.  It wasn't brevity the company was after, it was a way to minimize the "fried" aspect of their product.  Now, with Atkins addicts abounding, KFC is attempting to re-brand their name to Kitchen Fresh Chicken. 

But I miss the Colonel.  He had a fetish for quality and customer service that the corporate structure usually fails to provide, or make part of their branding efforts. 

The same is true of other fast food giants formerly run by icons of the industry.  Dave Thomas, an early Kentucky Fried Chicken franchisee who went on to found Wendy's, is another example.

Dave, one of the most interesting persons I have ever met, would at times show up at one of his stores un-announced to check for quality and service.  Even Wendy's managers will tell you now that things aren't the same since Dave has passed.  And if you notice, Wendy's is advertising mostly its salads and chicken instead of hamburgers.  "Don't call them burgers," Dave once told me.  Do you think they'll ever re-brand their main accompanying item?

"Would you like fresh potato shoestrings with that?"  It just doesn't have the same ring.

Thanks for reading

Ron Harper - May 2004

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