With Sales Down 45% in Key Markets, KFC Responds with a Masterclass in Theft

KFC’s been having a rough go of it lately. The Colonel’s secret recipe might still be finger lickin’, but the sales? They’ve taken a nosedive so sharp even Boeing would wince.

Globally, KFC’s same-store sales are down 3% in Q2 of 2024 (a drop so unnewsworthy, there’s not much else to say). And in markets like the Middle East, Indonesia, and Malaysia, it’s even uglier… down as much as 45% (ya, that's not a typo). At this rate, the Colonel might want to consider a side hustle selling NFTs of drumsticks (I’m sure Gary Vee would be proud).

And it’s not just KFC in the chicken soup. Parent company Yum Brands! (yes, the exclamation point is mandatory) reported a 2% dip in global same-store sales. Apparently, nobody’s shouting “Yum!” these days, except maybe Chick-fil-A and Raising Cane’s, who are out here stealing customers like the Red Dead Redemption train robbery.

Even loyal fast-food fans are getting over it, swapping mystery-meat meals for indie joints or (gasp) cooking at home. Turns out, some folks don’t want their chicken served with a side of “What even is this?” Bad news for a brand built on hush-hush herbs and spices.

So what does the Colonel do? Cue the disco music and enter “Saucy,” KFC’s attempt to rebrand as the cool kid at the cafeteria table. Imagine if the Colonel went to Burning Man and came back with neon vibes, millennial pink walls, and a sudden allergy to bones. Because apparently, Gen Z (the generation that ate Tide Pods for fun) finds wings too hard to handle.

Saucy, KFC’s prototype store in Orlando (naturally), is taking the old nostalgic vibes behind the barn and giving them the Old Yeller treatment… instead opting for the iconic red-and-white aesthetic for a vibe that screams “add me to your Instagram story.” The menu is all about tenders (because bones are apparently so last decade) and 11 signature sauces, including jalapeño pesto ranch, creole honey mustard, and Thai sweet and spicy. Sides like toasted rolls, fries, and coleslaw round out the offerings, along with fruity drinks and desserts for good measure. If this feels a little too familiar, it’s probably because it looks suspiciously like a page straight out of Raising Cane’s playbook (lawsuit incoming).

Christophe Poirier, KFC’s “chief concept officer” (fancy title for “guy who okayed this rebrand”), says it’s all about modernizing while staying true to “finger lickin’ good.” Sure, Christophe. Meanwhile, the regular stores are out here on the verge of closing down.

The thing is, chicken’s more popular than ever. Americans are eating over 100 pounds of the stuff per year because beef is too pricey, and health-conscious types are convinced chicken doesn’t hate your arteries as much. Plus, sauces are having a cultural moment… Remember when McDonald’s Szechuan sauce made Rick and Morty fans riot? Apparently, we love dipping things more than life itself.

If Saucy’s branding clicks and the sauces slap, KFC might pull off a comeback. But let’s not get carried away. This is one pink prototype in a sea of red ink. Scaling this across thousands of locations? That’s a problem for Future Colonel. For now, Saucy’s pastel walls and bougie ranch might distract Instagram influencers, but the OG stores still have a long way to go.

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Stock.News has positions in Yum Brands! mentioned in article.