Coley Porter Bell’s Vicky Bullen says KFC’s refresh arrives at an important second, as Popeyes, Wingstop, Slim Chickens and Elevating Cane’s carry sharper identities to the UK hen market.
This week, KFC launched its subsequent chapter, and it’s all in regards to the bucket.
Enter the Bucketverse: contemporary branding, up to date restaurant interiors, menu improvement, new packaging, app design and extra. That is an evolution of the model with out dropping what individuals love. In KFC’s case, that love is bucket-shaped.
Whereas this quantities to a complete model overhaul, will it’s sufficient to keep up KFC’s aggressive edge within the UK?
We’ve seen a brand new phenomenon quietly effervescent away over the previous few years: a US hen store takeover. Final 12 months, Popeyes opened 50 new branches, together with its one hundredth UK restaurant. Slim Chickens plans to open 50 websites in 2026. Wingstop UK was acknowledged because the fastest-growing restaurant group within the UK for the third consecutive 12 months. US hen outlets have arrived, and momentum is constructing with each thigh and wing offered.
Final 12 months, KFC’s UK revenue was nearly £100m, with gross sales leaping by 9% in its third quarter. The model is attaining spectacular gross sales, however sustaining that towards rising US manufacturers means it can not relaxation on its laurels.
There’s a legacy behind these hen outlets within the UK. Low-cost, greasy takeaway hen is a cornerstone of the meals scene. It’s a scene that’s central to British tradition. From KFC, a agency household favourite, to the comfort of Rooster Cottage after an evening out, the hen store has discovered its approach into British life.
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The household midweek deal with and college students’ 2am post-party remedy has change into a extra fascinating taste journey.
US manufacturers are altering the British meals scene. They’ve modernized the sector, providing one thing thrilling and contemporary whereas retaining a comparatively tight menu choice.
As a model, KFC has barely modified in a long time.
That may rapidly make a model look drained and outdated, if it doesn’t already. When the market chief loses focus and favor, it leaves house for opponents. That’s the reason these US manufacturers pose such a risk. They convey current experience from a tried-and-tested market, with sufficient novelty to make individuals need to strive them. However they don’t seem to be counting on novelty alone.
Popeyes places the meals on the coronary heart of its model, with common menu updates and new gadgets that haven’t been repeated in a cycle of menu modifications, in addition to colourful branding that celebrates its Louisiana heritage.
Elevating Cane’s, which surpassed KFC within the US to change into the third-largest hen chain, is opening its first flagship restaurant within the UK in Piccadilly Circus. It’s a model that has constructed sturdy cultural relevance within the US with its fan following of ‘Caniacs,’ pushed by superstar endorsements from the likes of Cardi B, Publish Malone and Snoop Dogg.
Slim Chickens typically launches new partnerships, reminiscent of its current collaboration with Pokémon, which affords a Buying and selling Card Recreation with the acquisition of a child’s meal.
Within the 90s and 00s, we noticed the rise of KFC imitation manufacturers, with the likes of Tennessee Fried Rooster, Alaska Fried Rooster and the extra generic Good Fried Rooster, all of which tried to reflect essentially the most recognizable parts of the KFC model. But they didn’t have clear concepts or identities of their very own. They regarded like what they had been – pale imitations – so it didn’t faze KFC.
Right now, these US opponents are totally totally different. They provide one thing notably totally different from KFC and Morley’s: their very own concepts, distinct positioning, differentiated choices and clear identities.
Because the “authentic,” KFC created the class, however that additionally means it will possibly begin to look generic. Doubling down on distinctive belongings such because the bucket and the Colonel is sensible, however it is probably not sufficient. Whereas the model work appears to be like contemporary, its product and retailer expertise is probably not altering sufficient, or quick sufficient, to answer the challengers.
Historical past is filled with class creators that grew to become the generic choice, then misplaced place: Hoover towards Shark and Dyson, Pizza Hut towards Domino’s. Equally, there are leaders who tailored and held their floor. Pizza Categorical has watched Rudy’s fly by, whereas McDonald’s survived the sudden explosion of smash burger eating places.
This can be a pivotal second for KFC.
What’s positioned as its “subsequent chapter” is a vital transfer to keep up its aggressive edge in an more and more noisy hen store market. As US manufacturers proceed to develop, the jury is out on who will finally rule the roost.
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