KFC Doubles Down

Photo from ThisIsWhyYoureFat.com

KFC has had some major struggles with their brand identity over the past 15 years or so. There was a time when people new what to expect from KFC — greasy fried chicken in a bucket. Then the “salad era” hit and so began this identity crisis and a slew of uncharacteristic products like grilled chicken and salads.

Let’s face it, KFC or Kentucky Fried Chicken as they were once known, is not particularly healthy, but that is not necessarily a terrible thing. The big problem started when the company began to waffle on their ideals. Albeit the salad era was a particularly tough time for fast foods of all kinds, KFC just never really fit into the health craze segment even when they were trying very hard. It felt more like bandwagoning than ingenuity.

Things seem to have come back more even keel in terms of food culture, but the hay day of fast food is likely over. Movies like Food Inc. portray the fast food industry, and the chicken industry in a particularly unpalatable way; however, to their credit KFC seems to be doing some things well once again, and I would consider this to be in some part due to a celebratory attitude in regards to their unhealthiness.

Enter the KFC Double Down sandwich — a short lived promo stunt by the fried chicken master to reinvigorate the brand. The sandwich consisted of melted cheese coated bacon strips sandwiched between two fried chicken pieces that took the place of the bun. I personally think that the double down was a stroke of marketing genius on the part of KFC — a giant middle digit to the yoga doing, low fat eating, yuppy masses if you will.

In a nutshell KFC became more authentic with the Double Down, and while it may have just been a marketing stint, what it said to the world was clear: “Hey! We are KFC. We make fried fatty chicken that is terrible for you, but tastes fantastic and we don’t give a rat’s behind what you think. This is who we are. We are KFC now shut the f–k up and live a little you yuppy bastards. Hear us roar!”

I think people are sick of being marketed to and are sick of overly healthy socially conscious choices. Sometimes we just want to indulge without thinking of the repercussions. Everyone needs a guilty pleasure and KFC is filling the void once again. The only problem is that they haven’t quite committed to this concept. You can’t have it both ways KFC. Please make up your mind.