1. First it was Kentucy Fried Chicken, then they switched to KFC. Then thier was a brief flirtation with "Kitchen Fresh Chicken" Then it's back to KFC, and now finally they're back where we started. What's next, Krusty's Famous Chicken?

Posted at 4:17PM on Jun 16th 2005 by B

2. This move works for me for a couple of reasons. First, I think this finally puts a stake (heh) in the heart of the brand's inane "Fried? Nothing fried around here!" positioning. Better late than never, I say.

Second, several brands in the category have flouted the prevailing "fast food lite" trend by focusing on the customer experience. This is a classic challenger brand move, and with good creative (and products, obviously) can pay off bigtime. KFC isn't a category leader anymore; why should it go along with standard, defensive positioning?

BTW, I like the apron. It reminds me of Boston Market, which was the class of the mass before it proved to have an unsustainable business model (oops).

Posted at 4:17PM on Jun 16th 2005 by ronbo

3. Was it just me, or do I remember some ads with people calling it "Kitchen Fresh Chicken"? I figured that was part of the move to KFC...maybe it just didn't take?

Posted at 4:17PM on Jun 16th 2005 by J

4. Perhaps they're revving up to be a 'rebel' brand, working against the food cops.

I like the apron, too. It's more...active, I guess.

Posted at 10:10AM on Jun 20th 2005 by Miss O'Hara