Kentucky Fried Chicken made the switch to KFC in 1991, but the reasons behind this shift have led to various rumors. One common myth suggests that the state of Kentucky trademarked its name, forcing the company to pay for its use. Another even more bizarre story claims that KFC is breeding “genetically modified” chickens with extra legs, which would mean they couldn’t technically call them “chicken” anymore.
This latter rumor gained traction so much that it prompted legal actions in China, with courts finding several tech firms guilty of spreading damaging misinformation about KFC. A 2016 Reuters report noted that KFC China won a lawsuit against these companies for harming its reputation.
There’s also a theory that the name change was an attempt to distance the brand from the unhealthy image associated with fried foods. At that time, reports suggested that the chain was facing issues like falling revenues and rising costs, which, along with the negative connotation of “fried,” contributed to the brand’s decision. They even introduced a line of skinless fried chicken, which started off as “Lite’n Crispy” before becoming known as “Skinfree Crispy.”
Kyle T. Craig, who was president of Kentucky Fried Chicken USA during the name change, mentioned in a 1991 interview that sales of bone-in fried chicken weren’t keeping pace with overall chicken market trends. He expressed the company’s desire to present KFC in a more modern light, stating that “fried” didn’t feel contemporary.
The KFC website recounts that Harland Sanders opened his first roadside establishment in 1930, where he served Southern-style chicken. The Sanders Cafe and Museum notes that his original location, known as Sanders Court & Cafe, began as a gas station before expanding to include a motel and cafe, offering meals to travelers.
While KFC’s website timeline doesn’t go past 1980, it emphasizes that the founder’s legacy continues through its original recipe chicken. The logo has changed over time but continues to prominently feature Colonel Sanders’ face.
Ken Albala, a history professor at the University of the Pacific, remarked that KFC’s rebranding occurred when many corporations were seriously reconsidering their logos and branding strategies. He noted that companies like Coca-Cola were increasingly marketing themselves as “Coke.”
Albala suggested that KFC’s name change was part of an effort to save advertisement space. The longer name “Kentucky Fried Chicken” takes up considerable room on signs and logos, especially online. He noted that quick recognition is crucial in urban environments where potential customers are surrounded by noise and distractions.
KFC’s website claims it is the most global quick-service restaurant and among the fastest-growing retail brands, boasting over 30,000 locations worldwide. Recent reports indicated that the chain is undertaking a brand refresh, revamping its menu and restaurant designs.
The well-known buckets have been updated, featuring a subtle evolution of the Colonel, while still maintaining the brand’s heritage.
KFC has been contacted for further comments.
