Fried chicken chain KFC’s big branding change in Australia

NewsComAu | 7/26/2019 | Staff
penaert (Posted by) Level 3
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At the moment it’s a blink and you’ll miss it change, but a subtle alteration to KFC in Australia could have an impact of mega bucket proportions to the takeaway chain worldwide.

A branding blast from the past is making a comeback — almost 30 years after it was unceremoniously dumped.

Australia - Test - Bed - Chains - McCafe

Australia is often a test bed for global chains — McCafe was invented here — and KFC’s new found love for its heritage could expand to other countries if it works down under.

KFC in Australia is re-embracing the chain’s full historic name it was known as prior to the 1990s: Kentucky Fried Chicken.

End - Initials - KFC - Chicken - Chain

It could be the end for the initials “KFC”. Not only that but the chicken chain’s famous slogan “Finger Lickin’ Good” is also having a renaissance. The firm’s Australian arm is busying itself trademarking a slew of retro themed logos, including a new signature for Colonel Sanders.

Marketing and trends experts have told news.com.au, the re-emergence of the firm’s full name is a sign the public, wary of the modern day, is finding solace in nostalgia.

Embrace - Dude - Food - Rejection - Messages

It’s also an embrace of so-called “dude food” and rejection of incessant messages for us to eat healthier.

But, they warn, KFC’s new ploy could end up being a FCK-up, limiting the “dirty chooks” flexibility to be more than just a chicken chain.

DID - IT - CHANGE - TO - KFC

WHY DID IT CHANGE TO KFC IN THE FIRST PLACE?

Kentucky Fried Chicken, founded in 1930, abruptly dumped its full name in favour of its initials in 1991.

Rumours - Conspiracy - Theory - Firm - Chickens

Since then rumours have swirled about why it happened. One wild conspiracy theory suggested the firm was breeding mutant chickens with extra legs so they could get harvest more drumsticks, which so appalled the US authorities they deemed them no longer to be chickens at all. Another was that the US state of Kentucky had attempted to extract...
(Excerpt) Read more at: NewsComAu
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