The Journal. — "KFC Got Fried in the Chicken Wars. Can It Come Back?"

Date: November 21, 2025
Hosts: Ryan Knutson, Jessica Mendoza
Guest: Heather Haddon (WSJ Restaurant Industry Reporter)
Podcast by: The Wall Street Journal & Spotify Studios

Overview

This episode delves into the rise, fall, and potential resurgence of KFC, once America's undisputed fried chicken leader. With newer competitors like Chick-Fil-A, Raising Cane’s, and Popeyes dominating the so-called “chicken wars,” KFC has struggled to keep up stateside—despite its massive global presence. Host Ryan Knutson and WSJ restaurant reporter Heather Haddon dissect KFC’s legacy, analyze shifts in fast-food trends, and explore how KFC is trying to claw its way back in the modern market.

Key Discussion Points & Insights

The Fast-Food Chicken Boom

• Americans’ Love for Chicken
  • Chicken is now America’s preferred protein, and fried chicken is booming across fast food segments. Americans eat an average of 100 pounds of chicken per year; much of that is from fast food. (00:05)
• The Competitive Landscape
  • New, specialized chains dominate—Chick-fil-A (sandwiches), Raising Cane’s (fingers), Dave’s Hot Chicken, Wingstop, Zaxby’s, Bojangles.
  • “It is just everywhere. And it’s the area of restaurants that’s really growing… except for chicken and beverages, fast food is not doing well.” — Heather Haddon (01:01)

KFC’s Origins and Global Expansion

• Humble Beginnings
  • Founded by Harland “Colonel” Sanders in 1930s Kentucky at a roadside gas station. Sanders developed the “11 herbs & spices” and perfected pressure-cooked chicken. (03:08)
  • Notable anecdote: Sanders was involved in an actual gunfight with a rival gas station owner—early “chicken wars.” (“Holy cow. Talk about chicken wars.” — Ryan, 04:38)
• Birth of Buckets and Branding
  • The iconic red-and-white buckets originated with a Utah franchisee in the '50s. These family-sized meals became key to KFC’s growth.
  • Marketing appealed to families seeking a convenient, affordable meal.
  • “They really tapped into that demand… have it relatively inexpensive, have it be tasty and fresh and hot.” — Heather (06:00)
• International Success
  • Early US leader, then global pioneer—first western fast-food chain in China (1987). Today, in 150+ countries.
  • “A lot of that is because the world eats chicken… the world really loves fried chicken.” — Heather (07:05)

The Rise of the Chicken Sandwich Wars

• New Competitors & Changing Tastes

  • Chick-fil-A introduced boneless chicken sandwiches and tenders—gaining a dedicated following with “Southern-style hospitality.”
  • Convenience trumps tradition: more Americans eat on the go (26% of fast food is consumed in cars). Portable items (sandwiches, tenders, nuggets) win over buckets. (08:20-09:09)
  • “Eating a chicken sandwich with one hand and driving with the other is a lot easier than eating a drumstick.” — Ryan (08:37)

• 2019: The “Chicken Sandwich Wars”

  • Popeyes ignited a viral, nation-wide battle by challenging Chick-fil-A on Twitter, leading to explosive sales and copycat products from McDonald’s and Wendy’s, among others.
  • “Popeyes had lines out the door and its year over year sales in the fourth quarter of 2019 went up 42%.” — Ryan (10:05)

• KFC’s Absence During the Boom

  • KFC stuck to its buckets and bone-in chicken, lagging behind on boneless innovations, especially the sandwich fad.
  • “They just became associated with the bucket… a bone-in way of eating chicken in a bucket.” — Heather (11:04)
  • Delayed rollout: KFC’s chicken nuggets didn’t debut until 2023. (12:10)

The Consequences for KFC

• Domestic Decline

  • Once at the top, now fourth among US chicken chains; has been closing stores; remaining locations feel “older and less inviting.”
  • “Some customers say the remaining locations feel older and less inviting compared to its newer competitors.” — Ryan (12:34)

• Global vs. US Position

  • KFC remains strong abroad but is lagging at home.

KFC’s Comeback Strategy

Leadership and Brand Revitalization

• Yum Brands’ Response
  • KFC’s parent company, Yum Brands, brought in new US leadership: a president with fresh vision and a former Wingstop CMO noted for innovative marketing.
  • “Folks are really hoping that she can bring some of their marketing magic to KFC.” — Heather (14:10)

New Concepts and Aggressive Marketing

• Saucy: A KFC Spin-Off

  • Testing “Saucy”—a boneless-only fast food format (“tendies,” “sammies,” 11 sauces), launched in Florida and expanding through acquisition of other restaurants. Targets younger, on-the-go consumers.
  • “This is to try to appeal to younger consumers who might not want that bone-in bucket.” — Heather (14:37)

• Marketing Changes

  • KFC amps up ad campaigns by calling out competitors directly—especially Chick-fil-A’s Sunday closures.
  • “They have this colonel who’s basically saying, we are not happy about our position in the chicken market these days.” — Heather (15:41)

Nostalgia and Menu Tweaks

• Reviving Old Favorites

  • Brought back potato wedges, a 1990s honey barbecue sandwich, and offered discounts on the original bucket to reconnect with loyal customers. (16:00)

• Is It Working?

  • Early signs positive: KFC U.S. showed 2% same-store sales growth after six quarters of losses.
  • “[That’s] something… a little bit of a win. But they have to keep showing that it works.” — Heather (16:16)

Memorable Quotes

• On KFC’s Complacency:
  • “You can’t just keep doing the same thing over and over again and expect it to work.” — Heather Haddon (16:54)
• On Adapting to Consumer Trends:
  • “You have to keep listening to your consumers, find where they are… and make sure you’re really still catering to them.” — Heather Haddon (17:17)
• On Chicken and Culture:
  • “The world eats chicken. The world loves fried chicken.” — Heather Haddon (07:05)

Timestamps for Important Segments

• [03:08] — KFC’s history and origins
• [07:34] — Rise of Chick-fil-A and boneless chicken trend
• [09:39] — The chicken sandwich wars and KFC's absence
• [12:22] — How competition impacted KFC’s US performance
• [13:52] — Yum Brands’ new leadership & strategic realignment
• [14:27] — The new Saucy spin-off concept
• [16:16] — Are KFC’s turnaround efforts working?
• [16:54] — Lessons about business evolution and adaptation

Conclusion

KFC’s trajectory is a lesson in the importance of adaptation in fast food. Once the kingpin of fried chicken, KFC’s failure to keep pace with evolving consumer tastes and new competition led to its slide in the US market. With new leadership, a renewed marketing push, and fresh concepts like “Saucy,” KFC is angling for a comeback—but it remains to be seen if it can regain its crown in the highly competitive chicken wars.