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How marketing is fueling KFC’s turnaround

This episode of "A Deeper Dive" features KFC U.S. President Kevin Hochman, on the ingredients behind the chain’s comeback.

a deeper dive

The recipe for KFC’s comeback includes ingredients such as a Colonel Sanders bearskin rug and a "firelog" that smells like fried chicken.

This week’s episode of the Restaurant Business podcast "A Deeper Dive" features Kevin Hochman, president of KFC in the U.S. and a chief architect of the company’s comeback.

KFC is in the fifth year of its turnaround, with plans to add locations this year for the first time since 2004.

Marketing has been a key component. The company’s ad campaign using a series of actors, comedians, a musician and others portraying Colonel Sanders has created buzz for the chain for the first time in years.

And KFC has turned to various guerilla marketing tactics to highlight promotions and holidays, including the aforementioned bearskin rug, a prize for contest winners leading up to Valentine’s Day.

Hochman discusses these efforts, and their importance to KFC’s success. Please have a listen.

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