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KFC’s fried chicken buckets are still enough to allow the company to stay ahead of its competitors as a consumer favorite.
The Global Fast-Readradoust Chain Brands is trying to renew itself by relying on its version of chicken, something that has caught big causes among big wings, and other new things like spicy wings and new wedges, which have proven to be popular among new customers.
JPMorgan analysts said in a research paper that KFC’s Us Division, led by President Catherine Tan-Gillespie, is trying to win back customers with new marketing and menu ideas, which will increase sales. For example, KFC’s sales in the US rose 2% in the third quarter of 2025 mainly due to spicy wings and potato wedges attracting new diners, analysts said.
Is there a fast food price war coming?
KFC’s new restaurant concept, saucy, focuses on fried chicken tenders and sandwiches served with a variety of signature sauces, and has proven to be a success, according to analysts.
A shot of a KFC chicken sandwich. (KFC)
A smaller version of KFC launched in Orlando earlier this year. Since then, analysts note that it has been selling almost twice as much as a typical KFC store, or about $2.6 million in annual sales. KFC plans to open 10 more locations.
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The company also launched a pop-up restaurant in New York City on November 9 called “Sundays, where customers can order its classic chicken sandwich.
The sun shines on the logo of Colonel Sanders, the founder of Kentucky Fried Chicken Fast Food KFC. (Photos by Matt Cardy / Gentty)
It’s Jab at chick-fil-a, closed on Sundays.
It’s also launching the “Size Matters Tour,” a nod to the large size of its sandwich, offering free KFC chicken sandwiches in more than ten cities across the country.
Competition in the fast food sector is already fierce in the current economic climate. Brands are scrambling to attract customers as rising prices have forced many people to cut back on eating out. Low-income consumers, who make up a large portion of the industry’s customer base, have been hit hard, putting pressure on chains to find new ways of seeing things.
Some brands, such as McDonald’s and Ihop, rely on price food, while others focus on menu details to drive traffic.
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KFC’s renewed focus on testing and moving from Innovation seems to be working, according to Alex Fasciano, who notes the CFRA study on this strategy “is very difficult to improve road signs.”
The KFC logo is seen in the restaurant. (Jakub Porzki / Nurphoto via Getty Images / Getty Images)
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Building on this momentum, Fasciano said he expects to see new product launches in the US chicken market due to consumer growth and an increasing number of restaurants serving premium beef.
“We think KFC’s strategy is focused on driving growth through product innovation, event management, franchise partnerships, technology, and ongoing adaptation and expansion in both the US and international markets,” he said.
