What are some reasons they might have responded to these two industry changes with a name change the way they did
Kentucky Fried Chicken Case Study
Your book discusses several ways that language and persuasion are related (for example, Connotative and denotative meaning, ultimate terms, labeling etc..). Chose ONE of these aspects of language and define it and provide an example either from the book or your own experience.
Answer the questions following the case study.
Kentucky Fried Chicken began it’s existence in the form of a now famous “Secret Recipe” written by Colonel Sanders in 1939. Twelve years after the both of the secret recipe, a franchise was formed that grew to a multibillion dollar corporation. In doing so Kentucky Fried Chicken gave American consumers their first convenient take home meal. A major strategy behind growth was the “Bucket of chicken pieces” as “Sunday dinner seven days a week.” They soon became known as chicken experts.
However, throughout the 1990’s Kentucky Fried Chicken suffered limits in growth due to fundamental changes in consumer eating habits and associated changes in consumer expectation for quick service restaurants. Kentucky Fried Chicken rested in it’s laurels as the “Chicken Expert” in home meal replacement despite a new, growing category of quick service restaurants catering to numbers of American consumers who desired meals on the go. They had spent a lot of time and money positioning themselves as the “fried chicken experts” and consumers had come to think of them as only having fried chicken. It didn’t help that other franchise like Burger King and McDonalds started adding chicken as an option which became a problem of competition for Kentucky Fried Chicken.
Also, in the latter half of the 1990’s, a new American mindset again reshaped consumer eating habits and motivations supporting the quick service industry. Consumers considered themselves younger, healthier, and busier than the generation before them. They wanted more healthy alternatives in their fast food options.
In 1991, Kentucky Fried Chicken changed it’s name from Kentucky Fried Chicken to KFC.
Using information from Chapter 7, what are some reasons they might have responded to these two industry changes with a name change the way they did?
https://www.warc.com/content/paywall/article/A35068_KFC_The_Animated_Colonel_Campaign/35068
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