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.
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