{"id":18768,"date":"2018-02-20T16:50:24","date_gmt":"2018-02-20T16:50:24","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-media-relations-how-kfc-turned-a-delivery-crisis-into-a-pr-masterclass\/"},"modified":"2025-09-05T10:25:21","modified_gmt":"2025-09-05T10:25:21","slug":"how-kfc-turned-crisis-into-pr-masterclass","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/digital-pr\/how-kfc-turned-crisis-into-pr-masterclass\/","title":{"rendered":"How KFC turned a delivery crisis into a PR masterclass"},"content":{"rendered":"<p>I\u2019m sure by now you\u2019ve heard about the Great British Chicken Shortage and how the good people of the United Kingdom were deprived of that infamous secret blend of eleven herbs and spices\u2026 for a week or so at least.<\/p>\n<p>On February 19, KFC announced that it had shut more than half of its 900 UK restaurants after problems with delivery caused the fast-food chain to run out of chicken\u2026and the internet basked in the misfortune.<\/p>\n<p>The initial response and reaction<\/p>\n<p>After a banquet of memes, viral tweets and the woman who \u201c\u2019ad to go to Burger King!\u201d snowballed across the web, KFC\u2019s marketing managers knew they had to respond and a comeback operation was launched.<\/p>\n<p>Riding on the initial public outcry, KFC did a great job in controlling the message and used various online and offline channels to not only apologise for the cock-up, but to keep the public well informed on how they were attempting to fix the issue. This included full page ads in all the national newspapers (as shown below) and these images sparked a wave of positive responses from the public.<br \/>\n<img decoding=\"async\" class=\"alignnone size-medium wp-image-1096\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture1.png\" alt=\"\" width=\"300\" height=\"146\" \/><\/p>\n<p>The brand also took to social media to engage in some lighthearted repartee with its customers. KFC\u2019s Facebook and Twitter feeds became populated with the latest information and were constantly filled with updates including the whereabouts of its chicken deliveries. This not only kept its customers informed but also quashed any rumours flying around about the brand being in turmoil.<\/p>\n<p>The social media accounts also published regular Q&#038;A content in a creative way, confirming information posted by the media. Then use of language like \u201cgossip in the hen house\u201d kept the tone playful and in keeping with KFC\u2019s younger target audience, but it was also clear and informative.<br \/>\n<img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-1097\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture2-1.png\" alt=\"\" width=\"300\" height=\"227\" \/><\/p>\n<p><strong>Jumping on an empty bandwagon<\/strong><\/p>\n<p>KFC\u2019s response across social media was a masterclass, but perhaps it was an opportunity missed for some of its competitors. There was little in the way of rivals hijacking the story to steal the limelight (where were you Nando\u2019s?!) and if it wasn\u2019t for Iceland coming in to save the day with some classic brand-to-brand banter, we would have been super disappointed. Here\u2019s what the frozen food giant had to say:<br \/>\n<img decoding=\"async\" class=\"alignnone size-medium wp-image-1098\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture3.png\" alt=\"\" width=\"300\" height=\"235\" \/><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1099\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture4.png\" alt=\"\" width=\"300\" height=\"171\" \/><br \/>\nEven This Morning ran a piece on how to make your own home-made bargain bucket yet from McDonald\u2019s, there wasn\u2019t a Chicken Legend mention in sight.<br \/>\n<iframe title=\"Phil Vickery&#039;s Southern Fried Chicken | This Morning\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/nQutZ51Fajo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>\u2018<strong>We Always Want What We Can\u2019t Have!\u2019<\/strong><\/p>\n<p>Although quiet on the competitor front, the\u00a0<a href=\"http:\/\/www.independent.co.uk\/news\/uk\/home-news\/kfc-closed-run-out-of-chicken-united-kingdom-england-kentucky-fried-chicken-a8215781.html\">breaking news<\/a>\u00a0of KFC running out of chicken caused a huge surge in public searches for \u201cKFC near me\u201d, with the largest search peaking on 19<sup>th<\/sup>\u00a0February according to Google Trends data (this was closely followed by hungover New Year\u2019s Eve party-goers clearly looking for a chicken-fix on January 1)<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1101\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture5.png\" alt=\"\" width=\"300\" height=\"75\" \/><\/p>\n<p>The story put finger licking chicken at the front of mind for consumers, with many searching online for their nearest fix. KFC took that on board and responded beautifully\u2026<\/p>\n<p><strong>#WheresMyChicken<\/strong><\/p>\n<p>Reacting to this, KFC made great use of Twitter\u2019s automated message system and launched #WheresMyChicken. Kentucky-fried lovers could simply private message the brand\u2019s Twitter account and, using geo-location, Twitter would find the nearest KFC outlet and send directions. The tone was fun again with users encouraged to easily share the results (cleverly expanding the reach of the campaign and a simple but absolutely genius idea from KFC helped to drive customers back into its restaurants.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-1102\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2023\/10\/Picture6-768x632-1-300x247-1.png\" alt=\"\" width=\"300\" height=\"247\" \/><\/p>\n<p>The hashtag also became the main hub for information, updates and the odd hilarious meme. In the first couple of days, the hashtag created 586,399 impressions on Twitter alone along with top related hashtags #nopatty #gutted and #settlingforfish. Interestingly, while\u00a0<a href=\"https:\/\/www.brandwatch.com\/blog\/men-vs-women-active-social-media\/\">40 million more women visit Twitter than men each month<\/a>, it was the guys who topped the use of the hashtag with\u00a0<a href=\"http:\/\/keyhole.co\/\">62% of men<\/a>\u00a0on Twitter engaging with the campaign. Men really do love their fried chicken!<\/p>\n<p><strong>The latest \u2013 \u201cWe\u2019ve got the chicken but BYO gravy\u201d<\/strong><\/p>\n<p>Just as we\u2019d got to the bottom of our Bargain Bucket and thought the crisis was over, KFC announced that its restaurants had\u00a0<a href=\"http:\/\/www.bbc.co.uk\/news\/business-43226105\">run out of gravy<\/a>! Again, this was put down to delivery issues (probably with a large helping from the weather and the Beast from the East) and meant that most KFC restaurants were serving a \u2018reduced menu\u2019 in the days that followed.<\/p>\n<p>Conspiracy theorists (and more than a few cynical PR practitioners) argued that the brand was milking the product shortage story for all that it was worth, but the media continued to lap it up and KFC remained one of the most talked about brands on the internet over a fortnight after the crisis first came to light.<\/p>\n<p>Job done? Well, it remains to be seen. Some media outlets were reporting that\u00a0<a href=\"https:\/\/www.thesun.co.uk\/money\/5610538\/kfc-branches-stores-shut-chicken-delivery-reopen\/\">KFC was losing up to a \u00a31million a day<\/a>\u00a0when the vast majority of its restaurants were shut. That\u2019s a big shortfall to make up, but given the perfectly executed response, it doesn\u2019t seem as if the KFC brand will see any long-term reputational damage. If anything, it\u2019s much more likely they\u2019ll see a rise in demand so we\u2019ll be watching with interest to see what comes next in the saga!<\/p>\n<p>The KFC marketing team deserve a lot of credit for their response because they were honest, relatable, calm, and kept the public well informed throughout the issue. All the key elements of a successful crisis communications response.<\/p>\n<p>If you followed the KFC crisis and have some thoughts you\u2019d like to share with us, we\u2019re all ears! Drop a comment in the box below or send us a tweet to @nobraineragency.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s fair to say that PR isn\u2019t easy to define. In fact, Google Trends data shows that \u2018What is PR\u2019 is one of the most frequently searched terms on the topic of public relations.<\/p>\n","protected":false},"author":4,"featured_media":18776,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11,15,62],"tags":[],"class_list":["post-18768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr","category-media-relations","category-traditional-pr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How KFC turned a delivery crisis into a PR masterclass - No Brainer Agency<\/title>\n<meta name=\"description\" content=\"KFC\u2019s 2018 chicken shortage could\u2019ve spelled disaster. 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