Unthinking the KFC Campaign

Why Franchisee Opinions Matter

KFC franchisees want to deep fry their corporate marketing department right now…and with good reason.

Recently, the corporate parent, Yum! Brands launched an “Unthink KFC” campaign. The campaign has been intended to educate consumers about the healthier side of KFC.

Franchise owners are so unhappy that they are reportedly suing for control of the advertising and marketing. Unfortunately, grilled chicken products have only accounted for no more than 15 percent of the total business.

Franchisees argue that consumers don’t want go to a restaurant like KFC for a healthy meal. While it’s the right thing to offer health options for those who have no choice but to eat at a KFC, it’s not the right strategy to force a healthy positioning on a brand it’s not right for.

White Castle, for example, would not have positioning based on their limited healthy options. Positioning has to be based on what the brand really means to the consumer. The positioning of “cravings” is perfect for White Castle. KFC needs a positioning that speak to the fact their fried chicken is more delicious, more special than other fried chicken offerings now available (and sold very well) at other fast food restaurants.

However, what went wrong here isn’t as much about the wrong positioning. When dealing with a franchise or dealer channel, the value of buy-in throughout all channels cannot be overlooked. There had to have been franchisee research before this campaign was put together. If not, a critical step was missed. If the franchisees or dealers in question don’t want to sell it, consumers aren’t going to buy it.