KFC Will Not Renamed to "Grilled Chicken" – Brand Equity Is Priceless

No. Kentucky Fried Chicken will not change its name to "Grilled Chicken." The idea misunderstands brand equity fundamentals.

Why It Won't Happen

• 60+ years of brand equity: "KFC" / "Kentucky Fried Chicken" is a top-100 global brand (Interbrand, BrandZ). Value: billions.
• Category ownership: "Fried chicken" = KFC in consumer mind. Renaming cedes the category.
• Franchisee revolt: 27,000+ franchisees invested in the brand. Rebranding costs $100k–$500k/location.
• Legal: Trademarks, contracts, licenses, regulations tied to "KFC"/"Kentucky Fried Chicken"

What They Actually Do

• Menu expansion: Kentucky Grilled Chicken (2009), Nashville Hot, plant-based, rice bowls, salads
• Marketing: "So Good" tagline, Colonel rotations, limited-time offers
• Packaging: "Kentucky Fried Chicken" script returned (2016) – heritage pride

The Lesson

Strong brands extend, not abandon their core identity. Coca-Cola didn't become "Cola." McDonald's didn't become "Burgers." KFC adds grilled; it doesn't become Grilled.