Fried chicken fans are being offered a free bucket of KFC as the brand enters its "comeback era".
The move comes as the 75-year-old fast food chain battles stiff competition in the fast food wars, with US fans able to claim their free bucket via the KFC website or on its mobile app, where they will be asked to give feedback on the food.
KFC’s comeback will also see its recognisable Colonel Sanders mascot return to branding as a feisty "chefpreneur”, who “lived so we could chicken”.
Catherine Tan-Gillespie, president of KFC US, said: "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.
"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."
Canadian TV chef and The Bear actor Matty Matheson will join the Colonel on the fast food giant’s latest adverts as the pair examine every detail in the pursuit of the best fried chicken.
The mascot’s usual cheeky grin has been replaced in advertising with a serious face, with the tag line “the Colonel ain’t smiling”.
Tan-Gillespie added: “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.”
As part of the changes, KFC’s US menu will see the addition of Kentucky Fried Pickles to pair with its new Comeback Sauce.
KFC claims the changes have come following “great strides in operations that have driven improvements in the brand's taste and customer satisfaction scores”, promising that its latest offering will be “crispy, hot, and unmistakably original”.
The chain says it will introduce a “renewed focus on what fans love most and a flavour-obsessed mindset”, putting its classic 11 herbs and spices recipe at the forefront.
Since its beginnings in the 1950s, KFC has expanded into 150 countries and territories around the world, and currently has more than 30,000 restaurants worldwide.
The brand’s US specialties include the KFC Chicken Sandwich, Extra Crispy chicken, KFC Famous Bowls, Pot Pies, Secret Recipe Fries, biscuits, and homestyle sides.
The free bucket offer is only available to US customers and via participating stores through a KFC Rewards account with previous online purchases to the value of $15 or more, the buckets are limited to one per customer.
Hopefully it will, ahem, chicken wing it's way to the UK soon.
Featured Image Credit: KFCTopics: Fast Food
Lara Owen