Yahoo Finance Why KFC is going back to 'Kentucky Fried Chicken'
Subtle changes to KFC in Australia have not gone unnoticed.
If you visit the KFC.com.au website now, the old slogan "It's Finger Lickin' Good" is back, proudly displayed on the top left in place of the recent phrase "So good".
And last week's news that a drive-through-only store was opening in Newcastle came with artist's impression pictures that showed a "Kentucky Fried Chicken" sign above it, not KFC.
The "It's Finger Lickin' Good" slogan is also shown in those drawings.
The mobile app, currently still called KFC, opens up to an intro page with the full Kentucky Fried Chicken name in a retro font floating above a drumstick.
So what's going on?
The speculation is that KFC, as it's been known for 27 years, is going back to its roots and will rename to Kentucky Fried Chicken.
The fast chicken chain rebadged to KFC in 1992 to hide the word "fried" from public consciousness, as Australian consumers were becoming more health-conscious.
Also read: How banks punish you for staying with them
But could there now be a backlash against obviously guilty treats pretending to be healthy?
Adelaide University marketing lecturer Dr Dean Wilkie told news.com.au that the chicken chain could be trying to be more "authentic" and owning its image as an occasional treat.
"This is where they are particularly successful, by saying ‘You know, we’re not the healthiest food around but we’re fun’."
Yahoo Finance has contacted KFC Australia for comment.
Trademark database IP Australia shows a new application for the phrase "Kentucky Fried Chicken" submitted on January 25 this year, reserving its use on media that weren't prevalent in 1992 – such as digital publications and computer software.
The return to the old name and slogan could also be a "retro marketing" move, which sees brands appeal to consumers' desire to go back to "a simpler time" or remind them of their carefree childhood.
Marketing magazine writer Rob Grant said that nostalgia is especially effective in times of uncertainty.
"Fears over terrorism, global warming and financial collapse, plus nuclear war once again, don’t exactly encourage people to look forward to the future. Instead, they retreat to the past,” he said.
"Brands that tap into this successfully can earn an emotional connection that is priceless. Or at least it helps raise brands from a downward spiral of discounts and deals."
Make your money work with Yahoo Finance’s daily newsletter. Sign uphere and stay on top of the latest money, news and tech news.
