Lucas Delgado
KFC, or Kentucky Fried Chicken, was founded by Colonel Harland Sanders, who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. The company rapidly expanded, and by 1963, it had over 600 restaurants, making it the largest fast-food operation in the United States. While the exact date is unclear, it appears that KFC introduced extra crispy chicken to its menu sometime before 2005, as that was when they introduced the KFC Snacker, a sandwich that used a sesame seed bun to hold a strip of extra crispy chicken, lettuce, and mayo. Extra crispy chicken has since become a staple on KFC's menu, alongside the Original Recipe chicken, and has been used in other menu items such as the Nashville Extra Crispy and Pickle Fried Chicken.
| Characteristics | Values |
|---|---|
| KFC founder | Colonel Harland Sanders |
| KFC founded | 1952 |
| KFC founder sold the company | 1964 |
| KFC popularized | Chicken in the fast-food industry |
| KFC's first signature drink | Mountain Dew Sweet Lightning |
| KFC Extra Crispy Chicken | Part of the menu |
| KFC Nashville Extra Crispy | Discontinued in 2023 |
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What You'll Learn
KFC's history and founding
KFC, commonly referred to by its historical name, Kentucky Fried Chicken, was founded by Colonel Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant-franchising concept, and the first Kentucky Fried Chicken franchise opened in South Salt Lake, Utah, in 1952.
Sanders branded himself as "Colonel Sanders", and his image and name remain symbols of the company to this day. By 1956, Sanders had six or eight franchisees, including Dave Thomas, who founded the Wendy's restaurant chain. In 1957, franchisee Pete Harman bundled 14 pieces of chicken, five bread rolls, and a pint of gravy into a cardboard bucket, marketing it as "a complete meal" for $3.50. This was the first KFC bucket. By 1960, the company had around 200 franchised restaurants, and by 1963, this number had grown to over 600, making it the largest fast-food operation in the United States.
However, the company's rapid expansion overwhelmed Sanders, and in 1964, he sold the company to a group of investors led by John Y. Brown Jr. and Jack C. Massey. Despite selling the company, Sanders continued to promote his product, travelling 200,000-250,000 miles a year until his death in 1980. By 1983, there were 5,800 KFC outlets worldwide across 55 countries.
KFC popularized chicken in the fast-food industry, challenging the established dominance of the hamburger. The company has continued to expand internationally, facing criticism along the way for its marketing, animal welfare, and environmental practices. In 1995, two new products were introduced: Crispy Strips and the chicken pot pie. These were the company's first major new product launches in almost two years.
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Extra Crispy's place in KFC's menu
KFC, or Kentucky Fried Chicken, was founded by Colonel Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. The company's unique recipe, with its distinctive herbs and spices, was developed in 1939, and the ingredients have never been formally publicized.
KFC popularized chicken in the fast-food industry, challenging the established dominance of the hamburger. The company's rapid expansion made it too large for Sanders to manage, so in 1964 he sold the company to a group of investors.
In 1995, two new successful products were introduced: Crispy Strips (breaded strips of chicken) and the chicken pot pie. These were the company's first major new product launches in almost two years.
Extra Crispy chicken is a well-known item on KFC's menu. It is described as having the same level of spiciness as the original recipe, if not less. The preparation method for Extra Crispy chicken differs from the original in that the chicken is dipped in water, breaded, dipped in water again, and then breaded a second time. It is then cooked in an open fryer rather than being pressure-cooked.
Extra Crispy chicken has been used in various KFC menu items, including the KFC Snacker, introduced in 2005. This small sandwich featured a sesame seed bun holding a strip of Extra Crispy chicken, lettuce, and mayo. Another item featuring Extra Crispy chicken was the Pickle Fried Chicken, introduced in 2018. This dish included a thick, creamy sauce made with pickle juice, buttermilk, vinegar, garlic, onion, and seasonings, along with a few pickle slices.
While Extra Crispy chicken is a popular option, some customers have expressed mixed reviews. Some enjoy the crispiness it offers, while others have criticized it for being too greasy, dry, or lacking in flavor.
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Customer opinions on Extra Crispy
Customer opinions on KFC's extra crispy chicken vary. Some customers prefer the original recipe, citing that it is more juicy and flavourful. They also claim that the extra crispy chicken is too dry and lacks the herbs and spices that make the original recipe so good.
However, other customers prefer the extra crispy option, stating that it has more texture and flavour. One customer mentions that they like the extra crispy option because it is similar to tandoori chicken. This customer also notes that the extra crispy chicken used to have a garlicky flavour that they enjoyed, but it doesn't taste the same anymore.
Some customers have also pointed out that the quality of KFC's extra crispy chicken seems to vary. For example, one customer said that the extra crispy chicken in Australia is supposed to be marinated, but they received unmarinated chicken that was disappointing. Another customer from Idaho reported that their local KFC no longer had the original recipe chicken, and the extra crispy option they received was not to their taste.
Overall, while some customers enjoy KFC's extra crispy chicken, others find it disappointing compared to the original recipe or other fast-food options.
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KFC's marketing and advertising
At the core of KFC's marketing strategy is a strong focus on branding, product innovation, and advertising techniques. The company has built a powerful and consistent brand identity, with its logo featuring Colonel Sanders, the founder of KFC, becoming instantly recognisable worldwide. The iconic red and white KFC signage and the "finger-licking good" slogan have become synonymous with the brand, evoking a sense of taste and anticipation among customers.
KFC has also embraced data-driven marketing, leveraging customer insights to tailor its online advertising campaigns. By analysing behaviour and preferences, KFC delivers personalised messages to specific segments of its target audience, increasing brand awareness and customer acquisition. The company understands the importance of search engine optimisation (SEO) and online advertising, ensuring its website is optimised for relevant keywords to enhance its visibility in search engine results.
Social media marketing has been a key component of KFC's strategy, allowing the brand to engage with its audience and establish a strong online presence. KFC connects with its customers through clever memes, engaging contests, and visually appealing content on platforms like Instagram, Facebook, and Twitter. The brand has also leveraged influencer partnerships and culturally relevant themes to connect with various demographics memorably.
In addition to its digital presence, KFC continues to utilise television commercials, showcasing heartwarming and relatable stories centred around family, shared meals, and memorable KFC experiences. The brand's advertising campaigns focus on its signature "finger-licking good" chicken, emphasising quality and taste. KFC's ability to localise its offerings, tailoring menus to regional tastes and cultural preferences, further enhances its global appeal and resonance with diverse audiences.
Through strategic partnerships, KFC ensures its advertisements are placed in front of its target audience, maximising new customer attraction. The company's marketing strategies have evolved to embrace bold promotional campaigns, adapting to changing tastes and market trends to build lasting loyalty and sustained growth.
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KFC's expansion and growth
KFC, or Kentucky Fried Chicken, was founded by Colonel Harland Sanders, an entrepreneur who started selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders understood the potential of restaurant franchising, and the first Kentucky Fried Chicken franchise opened in Salt Lake County, Utah, in 1952. By 1960, the company had around 200 franchised restaurants, and by 1963, this number had grown to over 600, making it the largest fast-food operation in the United States.
However, the rapid expansion made it too large for Sanders to manage, so in 1964, he sold the company to a group of investors. Despite this change in ownership, KFC continued to expand and diversify the market by challenging the established dominance of hamburgers in the fast-food industry.
KFC's global strategy is not static; they continuously expand and enter new markets. With over 29,000 restaurants in nearly 150 countries and territories, their global presence is undeniable. KFC's growth strategy is fueled by their ability to identify and enter new markets with high growth potential. They adapt their marketing strategies and menus to resonate with local preferences, ensuring that their restaurants are designed to connect with the local community and offering menus that align with local culture and flavors.
KFC's expansion is also driven by their strong brand identity, with the iconic Colonel Sanders image being instantly recognizable. They have built brand equity through their established reputation for "finger lickin' good" fried chicken. This brand consistency across borders, along with their ability to innovate and adapt to local markets, has secured their position as a leader in the global fast-food industry.
KFC's growth is not just about delicious chicken and convenient service; it's also about creating wealth for operators, careers for employees, and connecting with customers on a deeper level. Their global strategy is a recipe for success, and they plan to continue expanding their reach, with an average of 100 new stores slated to open annually in Central and Eastern Europe.
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Frequently asked questions
KFC, or Kentucky Fried Chicken, was founded by Colonel Harland Sanders in the 1930s.
The first KFC franchise opened in Salt Lake County, Utah, in 1952.
KFC has been selling Extra Crispy chicken for a long time, but it is unclear exactly when it was first introduced.
Extra Crispy chicken is prepared by dipping the chicken in water, breading it, and then repeating the process. It is then cooked in an open fryer.
KFC has sold a variety of foods besides fried chicken, including Crispy Strips, chicken pot pie, popcorn chicken, and chicken sandwiches.
