KFC’s Chicken Crisis
A Crisis Management Branding Triumph
In February 2018, KFC faced a PR nightmare: they ran out of chicken. A logistics switch to DHL from Bidvest left more than 600 of KFC’s 900 UK stores shuttered, with customers fuming and comments flooding Twitter/X.
Yet, KFC turned this disaster into a branding win, proving crisis management can can go a long way to rebuilding trust. Here’s how they did it. They owned the mistake, leaned into humor, and kept communicating. Here are the steps, and what your business can learn.
Step 1: Own the Mistake
KFC didn’t dodge or deflect during the crisis. When DHL’s single depot failed, they very easily could’ve blamed the supplier. Instead, they took responsibility.
In a statement on February 17, KFC admitted “teething problems” and apologized directly. This candor helped preserved their credibility, showing customers KFC wasn’t hiding.
Your move: When things go wrong, admit it fast. Say “we messed up” before Twitter/X does it for you. Public trust hinges on your honesty.
Step 2: Use Humor Wisely
By February 23, KFC placed a full-page ad in two large UK newspapers, The Sun and Metro, rearranging the letters of their logo to “FCK” on an empty bucket. “A chicken restaurant without chicken. It’s not ideal,” it read, blending wit with apology. The ad went viral, earning praise from PR pros and chuckles from fans. It didn’t erase the shortage, but it humanized KFC, turning anger into empathy.
Your move: If it fits your brand, try humor, but remember to keep it tasteful. A lighthearted “oops” post can help ease tensions, but only if it’s authentic.
Step 3: Stay Transparent
KFC kept customers in the loop via Twitter/X, a dedicated “wheresmychicken” site listing open stores, and daily updates. They answered questions (like staff pay concerns) with clarity, which enabled them to get ahead of rumors. By March, 95 percent of stores reopened, and KFC’s brand score rose above pre-crisis levels, per Campaign Live. Their transparency helped them rebuild loyalty.
Your move: Communicate constantly. A tech firm with a data glitch? Update users at least daily, because your silence will breed audience distrust.
Business Lessons
KFC’s crisis branding worked because they stayed true to their voice of being relatable and honest. The “FCK” ad wasn’t just clever; it made them relatable and funny, which scales to ANY business. They admitted it, cracked a gentle joke, and updated progress. And they avoided being labelled a villain.
There are certainly risks. Your attempt at humor can misfire if forced. Delays in addressing the issue or responding can sink goodwill. KFC acted in days, not weeks. In a crisis, speed and sincerity matter.
This ties to branding: KFC’s “finger-lickin’ good” vibe survived to live another day because they reinforced their brand relatability. Your business must do the same, because a crises shows your brand identity. But they also reinforce and build a stronger brand if you’re real.
Your Takeaway
Think of a crisis your business faced, or might face in down the road. Draft a 3-line response: Admit the issue, add your brand’s voice (maybe humor, maybe not), and promise updates. Test it to see if it feels true? Share it below—I’m curious.
Three Things
Here are three stories that give more insight into KFC and their response to the unthinkable.
Story 1: From Fiasco to "FCK": The Power of Humor
Explanation: KFC showed an effective use of humor.
Headline: KFC Turns Chicken Shortage into Branding Gold with "FCK" Ad
Story: Facing a barrage of negative attention, KFC's PR team responded with a stroke of genius. They took out a full-page ad featuring an empty bucket with the iconic KFC logo playfully rearranged to read "FCK". The tagline: "A chicken restaurant without chicken. It's not ideal." This bold and self-deprecating humor resonated with the public, turning anger into amusement and earning praise from marketing experts for its cleverness and honesty.
Link: KFC’s UK marketing boss on her route into marketing, agency relationships and that ‘FCK’ ad
Takeaway: KFC's willingness to use humor humanized the brand during a difficult time. This approach helped to diffuse tension and build empathy with customers.
Story 2: Keeping Customers Informed and Rebuilding Trust
Explanation: Transparency is important during a crisis.
Headline: KFC's Digital Strategy Keeps Customers in the Loop During Chicken Crisis
Story: Recognizing the need to keep customers informed, KFC launched the "wheresmychicken.co.uk" website to provide live updates on store openings. They also utilized their Twitter/X account to share daily progress reports and answer customer questions directly. This constant communication helped to manage expectations, reduce rumors, and demonstrate that KFC was actively working to resolve the supply issues, ultimately contributing to the rebuilding of customer trust.
Takeaway: KFC's commitment to staying transparent and communicating frequently with their customers was crucial in navigating the crisis and ultimately strengthening their brand loyalty.
Story 3: The Logistical Breakdown: How DHL's Hub System Crippled KFC's Supply Chain
Explanation: The root cause of KFC's chicken crisis was a significant disruption in their supply chain following a switch to a new logistics provider.
Headline: KFC chicken shortage: What went wrong with the delivery?
Story: The crisis at KFC in February 2018 was triggered by a switch in their logistics partner from Bidvest to DHL. DHL's strategy involved consolidating deliveries to KFC's 900 UK restaurants through a single, newly established distribution hub. This centralized system quickly became overwhelmed, leading to delays, missed deliveries, and ultimately, the closure of hundreds of KFC outlets due to a lack of chicken. The failure of this new logistical model exposed vulnerabilities in KFC's supply chain.
Takeaway: Operational failures with a supplier led to the crisis, which emphasizes the importance of understanding the root cause of a problem when a company needs to "Own the Mistake." The logistical breakdown was the fundamental issue KFC had to acknowledge and resolve.