I am not a frequent fast food eater, and was never partial to KFC, but I do remember when the name of the franchises started shortening, dropping the letters that described the food they were actually selling. It puzzled me at the time, but then I started thinking about the connotations those descriptors put forth. I was even more puzzled when I noticed the letters coming back. Last month my local KFC was reincarnated as a Kentucky Fried Chicken. What is going on? Describe the branding process of a company like KFC and what they have to consider in terms of their customers. Why did they change? Why did they change back? Think about any other companies that have gone through this sort of transformation. Does the power lie in the board room or in the hands of the consumer?
2 comments:
My sister used to work for KFC, but she told me this theory (truth or not) after she quit that job. Although KFC means Kentucky Fried Chicken, she said they shortened it because they didn't really use real chicken, like they used injections or something about cloning. I'm not sure what they did but it wasn't a natural type of chicken. Now since the movement and trend is about healthy eating and KFC has no trans fat (according to the commercials) they are able to use CHICKEN in their name because they probably are using real chicken, that are not chemically changed or anything.
I think the decisions lie with the trend and I don't really know who starts the trend. I think it's the consumer first and the board tries to cater to their needs. The brands wouldn't want to keep selling what the consumers don't wanna buy anymore.
Dianne Ramos
Photo II Tuesday 8-12
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