In an effort to improve the quality of its food and revitalize its struggling restaurant chain, Kentucky Fried Chicken is going back to its roots.
The Kentucky-based fried chicken chain says its "Re-Colonelization" plan puts company founder Colonel Sanders' cooking standards and philosophies back at the forefront of its business.
"We are not making the food the same way the Colonel had, and we are not making the food the way he described as the 'hard way,'" KFC president Jason Marker said at a recent Manhattan press conference. Today marks the end of that."
According to PR Week, Marker compared KFC to a once-great but now struggling football team with fans asking: "What are you guys doing?"
As part of its "re-colonelization efforts," KFC has recommitted itself to cooking its chicken the "hard way," like Colonel Sanders did, which takes about 25 minutes. The restaurant chain has also agreed to offer a taste guarantee program to diners, agreeing to replace their food if it's not up to par with "Colonel quality."
"What we want is a business where we're 100 percent accountable for the food we serve, and 100 percent proud of the food we serve," Marker said.
The struggling fast-food chain plans to remodel 3,000 restaurants across the United States in the next three years. It will also roll out a new ad campaign featuring different celebrities playing Colonel Sanders in a "fun and contemporary" way.
The chain also plans to offer a "chicken mastery certification" course, retraining more than 20,000 of its U.S. employees on the proper cooking method for KFC chicken.
Marker said the changes will enable the restaurant chain to get back to its former glory days.
KFC, which opened its first franchise in 1952, has faced increasing competition from restaurants like Popeye's, Chick-fil-A and Chipotle.
RELATED: Images of KFC's Colonel Sanders over the years
KFC wants to woo you back for some tasty, old-fashioned chicken
IMAGE DISTRIBUTED FOR KFC - Front Row Motorsports driver Cole Whitt helps Kentucky Fried Chicken unveil Colonel Sanders as First-Ever Fan to secure Seat for Life, at Kentucky Speedway on Thursday, July 9, 2015 in Louisville, Ky. (Photo by Tony Tribble/Invision for KFC/AP Images)
In a July 25, 2011 photo, large billboard of KFC founder Colonel Harland Sanders dominates other advertising along a busy road, in Louisville, Ky. KFC is collecting stories about the company's founder who used to farm, hitchhike, shoe horses, sell tires and served in the Army in Cuba. (AP Photo/Ed Reinke)
In this Tuesday, Oct. 9, 2012 photo, a close-up of a sign with a picture of Colonel Sanders is shown on the wall of a combination Kentucky Fried Chicken, Taco Bell in Doral, Fla. (AP Photo/Wilfredo Lee)
A newly unveiled KFC logo on the Highlands store in Louisville, Ky., Monday, Nov. 13, 2006, shows Colonel Harlan Sanders sporting a red cook's apron instead of his white suit jacket. The company unveiled a new brand logo Tuesday that includes bolder colors and a more well-defined visage of the late Kentucky Fried Chicken founder, who will keep his classic black bow tie, glasses and goatee. (AP Photo/Brian Bohannon)
In honor of Colonel Sanders' birthday today, KFC surprised those waiting in line for the iPhone 6 with KFC chicken and the Colonel's signature string ties, on Tuesday, Sept. 9, 2014 in New York. (Photo by Charles Sykes/Invision for KFC/AP Images)
A bucket of KFC Extra Crispy fried chicken is displayed October 30, 2006 in San Rafael, California. KFC is phasing out trans fats and plans to use zero trans fat soybean oil for cooking of their Original Recipe and Extra Crispy fried chicken as well as other menu items. KFC expects to have all of its 5,500 restaurants in the U.S. switched to the new oil by April 2007. (Photo Illustration by Justin Sullivan/Getty Images)
SALT LAKE CITY, UT - AUGUST 12: The first KFC site, located at 3900 South at State Street still does business August 12, 2002 in south Salt Lake City, Utah. KFC, with 11,815 locations worldwide, including 5,399 in the United States, is celebrating its 50th anniversary. Colonel Harland Sanders persuaded Pete Harman to add his specialty chicken, coated with a blend of 11 herbs and spices, to the menu of Harman's cafe in August 1952. The dish became an instant hit. (Photo by Danny La/Getty Images)
Sheldon Baren (C) and others of a group of 30 men dressed like the late Colonel Harlan Sanders, the founder of the Kentucky Fried Chicken fast food chain, watch the home opener of the Chicago White Sox at Comiskey Park 09 April. The group was given tickets by the restaurant chain to watch the game against the Texas Rangers. (Photo credit should read BRIAN BAHR/AFP/Getty Images)
Colonel Harlan Sanders sports a red cook's apron Monday, Nov. 13, 2006, as part of the new KFC logo on the Highlands store in Louisville, Ky. (AP Photo/Brian Bohannon)
In this photograph taken by AP Images for KFC, leading up to Colonel Sanders' birthday, a student at the Kentucky School of Art sketches a portrait of Colonel lookalike Bob Thompson at Spalding University in Louisville, Ky., Tuesday, Sept. 7, 2010. In celebration of what would have been Sanders' 120th birthday, KFC is launching a national search for a painter to create a piece of art to hang beside one of the most enduring pieces of Colonel memorabilia- a portrait painted by Norman Rockwell in 1973. (Garry Jones/AP Images for KFC)
Two people walk past a KFC fast food restaurant (L) in Shanghai on July 23, 2014. (Photo by JOHANNES EISELE via AFP/Getty Images)
ME.Downtown.Colonel.010997.MBÂÂ(Orange)ÂA lifesize statue of Colonel Sanders greets customers walking down Glassell Ave in Orange along the famed antique row. (Photo by Mark Boster/Los Angeles Times via Getty Images)
Harland Colonel Sanders, 1970. (Photo by Michael Ochs Archive/Getty Images)
Col. Harland Sanders, 77, head of the multimilion-dollar Kentucky Fried Chicken chain, is shown in 1968. (AP Photo)