Kentucky Fried Chicken, commonly known as KFC, is one of the world’s largest fast food restaurant chains. With over 24,000 locations globally, KFC is famous for its fried chicken made using Colonel Harland Sanders’ original recipe of 11 secret herbs and spices.
However, in 1991 the company made a pivotal decision to change its name from Kentucky Fried Chicken to KFC. This left many customers confused and spawned numerous myths about the reasons behind the name change.
So why did Kentucky Fried Chicken become KFC? Let’s take a closer look at the history and analyze the reasons behind this decision.
A Brief History of KFC
Colonel Harland Sanders began selling fried chicken from a roadside restaurant in Corbin, Kentucky during the Great Depression. Sanders eventually franchised his chicken concept in the 1950s with the first franchise opening in Utah in 1952.
By the 1960s, Kentucky Fried Chicken had over 600 franchised outlets across the United States and Canada. In 1964, Sanders sold the company to a group of investors for $2 million. KFC went public in 1966 and continued to expand rapidly, opening thousands of restaurants worldwide over the next few decades.
Kentucky Fried Chicken became so successful that in 1987 it actually surpassed its parent company’s name recognition. This led to the company being renamed to KFC in 1991.
Why the Name Change to KFC?
There are a few key reasons why Kentucky Fried Chicken opted to change its iconic name to KFC in 1991:
To Distance Itself from the Word “Fried”
By the late 1980s, the public had become more health-conscious about the connection between fried foods and health problems like heart disease. KFC wanted to diversify its menu and offer grilled and roasted items as well as fried foods.
Shortening its name to KFC helped distance the chain from the negative connotations associated with the word “fried” and created more flexibility for menu innovation.
To Modernize the Brand’s Image
The full “Kentucky Fried Chicken” name was seen as old-fashioned and dated. The company wanted a fresh, modern image to compete with new fast food chains like McDonald’s.
The shorthand KFC logo and name aligned better with the trendier, innovative brand image KFC was aiming for.
Trademark Dispute with the State of Kentucky
In 1990, the state of Kentucky trademarked its name and required any business using “Kentucky” to pay licensing fees. To avoid these fees, KFC changed its name.
However, KFC denies this was the main motivation, stating the rebranding was underway before the trademark issue arose.
Global Expansion Plans
With rapid international expansion plans, KFC believed its name would be easier to use and remember for non-English speaking consumers abroad. The shorter KFC name translated more easily into different languages.
Why the KFC Name Stuck
By 1991 when the official name change happened, customers worldwide were already widely referring to the chain as KFC. The original Kentucky Fried Chicken name had become outdated compared to the commonly used shorthand.
The KFC initials were memorable and rolled off the tongue easily in English and non-English languages. The company’s own market research showed customers universally recognized the initials to stand for Kentucky Fried Chicken.
So updating the official name from Kentucky Fried Chicken to KFC aligned with popular vernacular and made practical sense for global branding.
Persisting Myths About the KFC Name Change
While practical business reasons drove the name change to KFC, some bizarre myths and conspiracy theories have emerged around this decision:
Mutant Chickens Myth
An urban legend claimed KFC changed its name because it could no longer legally use the word “chicken”. Supposedly KFC’s mutant, multi-legged frankenchickens no longer qualified as real chickens! This myth is completely false and KFC won a lawsuit against someone spreading the mutant chicken rumor.
Dodging Health Regulations Myth
Another false theory states KFC hoped dropping “Fried” from its name would help it dodge health regulations and inspections. In reality, restaurants are inspected based on the type of food they serve, not what their name is.
Avoiding Tax Payments Myth
Some online posts claim KFC changed its name to avoid paying taxes or fees. While the Kentucky trademark dispute did play a minor role, KFC’s own statements dismiss taxes as a primary motivator.
KFC Today
The name change to KFC turned out to be a smart business move. By aligning its branding with popular vernacular, KFC has maintained mass market appeal globally for over 50 years.
In recent years, KFC has started using its full Kentucky Fried Chicken name again in some marketing materials. But the iconic KFC initials are still recognized worldwide as representing the popular fried chicken chain.
While conspiracy theories persist, the real reasons behind KFC’s name change were fairly straightforward business decisions to protect the brand’s future. By modernizing its image and adapting to changing health perceptions, KFC has kept its core products relevant for each new generation.
No, it wasn’t to remove the word fried
First, lets talk about the elephant in the room and that rumor that everyones heard: They wanted to get rid of the word “fried” so health-conscious customers wouldnt automatically think of artery-clogging fats when they thought of the chicken chain.
Strangely, this is a rumor that started with KFC themselves. According to Snopes, that actually was the official statement released by the chains public relations people. They claimed that they really did offer some “healthy” menu items and were making a swing toward being more health-conscious, and wanted everyone to know that. Most importantly (the story goes), they wanted people to know it and come back to them.
It sounds like a legitimate reason for rebranding, right?
But it definitely wasnt the whole truth, and it was sort of a double-edged sword. KFC was, after all, still fried, so trying to hide the word “fried” behind an “F” wasnt really fooling anyone, was it? It was actually just a story, and the real story was even stranger.
No, it had nothing to do with mutant chickens
There was one more rumor going around regarding the KFC name change that warrants discussion, and thats the one that says “chicken” was the word they werent allowed to say. KFC says thats particularly ridiculous, and confirms that theyre definitely allowed to describe their product as chicken because its definitely chicken.
Snopes says the name change was partnered with the weird rumor that KFC was actually breeding mutant chickens with four, six, or eight legs to supply all the meat needed for their restaurants. Thats disturbing on so many levels, but it turns out that the rumor had more legs than KFCs supposed mutant birds.
KFC has been fighting the rumor on a global scale, with international divisions like those in Canada and the UK repeating that its a completely insane rumor with no basis in fact whatsoever. And theyve been saying it for a long, long time — at least since the name change happened in the 90s. Isnt it about time the rumor went the way of other less-than-stellar 90s memories?
The Real Reason Why KFC Changed Its Name
FAQ
Why did Kentucky Fried Chicken change the name to KFC?
At the time, restaurant analysts said the design and name switch would boost the company’s image, particularly by dropping the word “fried,” which many considered an unhealthy way to cook. The relocation to Texas by Yum! Brands, which Pepsico spun off in 1997, is a move to help keep the company growing.
Why did Kentucky Fried Chicken change their name to KFC snopes?
Trademark issues: According to Snopes, in 1990 the state of Kentucky trademarked its name to generate revenue. Businesses such as Kentucky Fried Chicken would be required to pay a licensing fee to use the word Kentucky in their branding.
What is the real story behind KFC?
Colonel Sanders officially started KFC when he turned 40, back in 1930. He bought a roadside motel in Corbin, Kentucky, and started serving his southern style chicken.
Does KFC use lab grown chicken?