KFC has taken out full-page advertisements in national newspapers to notify customers that it is changing its fries following accusations that “no one likes them”.
The fast food chain said it had been “haunted” by a tweet last year that read ‘Dear KFC, No one like your fries. Yours sincerely, The entire world.’
In its advert, KFC said its fries have been “letting the side down” and it has therefore been working on developing a thicker, chunkier and tastier fry than it currently produces.
“We don’t change things on a whim: the Colonel’s original recipe chicken hasn’t changed since he finalised that famous blend of 11 herbs and spices in 1940. But our old fries weren’t Finger Lickin’ Good enough. They had to change.”
It is understood that the recipe for the new fries has been developed internally in the US and is being rolled out to the UK and other markets.
It is not though that the switch has required any equipment changes, although branches are likely to receive instructions on how to reprogram fryers to suit the new fries.
Customers can expect further menu changes in the coming years after the chain revealed earlier this year that it aims to reduce the number of calories in the average serving of KFC by 20% by 2025.
If it hits its goal it will be the equivalent of removing 57 billion calories from its restaurants.
UK innovation director Jack Hinchliffe said: “We are going to do that through the normal measures really, so innovation is a big part of it – how do we design amazing products that people will crave, that they will want to buy. But it is not enough just to create choice anymore.
“You can’t just have a menu of unhealthy indefensible products and then hidden in the corner something that no-one ever buys, and that’s why we are committed to driving change. There is an opportunity to do that through reformulation – I won’t speak about we are going reformulate but we can do that – and also by using our expertise and marketing muscle to actually drive behavioural change.”
KFC’s decision to take out the full-page ads in newspapers follows its move towards a more light-hearted approach to customer engagement. During its ‘chicken crisis’ earlier this year, when a switch in logistics supplier caused a shortage of product, it won plaudits for the way in which it addressed the saga on social media.