KFC's Stunts Make Nightly News but Don't Stop Sales Slide
Although KFC remains the largest player in the growing segment of fast-food chicken, its share continues to drop, according to Technomic. KFC's market share tumbled six full points since 2005 to 30% in 2009, while the category grew from $14.5 billion to $16.1 billion.
Ever-growing threats? Brands such as Chick-fil-A. The much-smaller chain, at least by locations, has built a cult-like following with high-quality sandwiches, better-for-you options, excellent service and clean stores.
Branding consultant Denise Lee-Yohn noted that, for KFC, trumpeting grilled chicken and then promoting products like the Double Down may have muddied the brand. "They don't have a clear identity anymore, and I think that's hurt them," she said.