KFC is putting the "fried" back in Kentucky Fried Chicken.
After 14 years of trying to downplay the image of its food as greasy and unhealthy by calling itself simply KFC, the chain Wednesday opened a new restaurant in its hometown of Louisville, Kentucky, under its former name and plans 50 more this year.
The move, the chain's most aggressive yet in its roughly two years of trying to revitalize U.S. sales, is part of a broader plan to "move the brand into the future" by drawing on its Southern roots, the company said in a statement.
KFC, which along with Taco Bell and Pizza Hut is one of Yum Brands Inc.'s three flagship chains, has been a thorn in the company's side in recent years.
Sales at U.S. KFC restaurants open at least a year, a key retail measure known as same-store sales, have been either negative or flat in 10 of the last 16 months, and an effort last year to introduce healthier fare flopped with customers.
In recent months, however, the chain's fortunes have improved. Last month same-store sales at KFC rose 10 percent, in part due to the introduction of a 99-cent chicken sandwich.
KFC hopes the new, more upscale restaurants will help continue that momentum.
In addition to using the "Kentucky Fried Chicken" name, the new Louisville restaurant has a free digital jukebox, low-set tables with ottomans and features a younger, apron-clad image of the chain's founder, Colonel Sanders.
The menu also has been completely revamped to include bowls of chicken and mashed potatoes or chicken and rice, sausage bowls, collard greens, buttermilk popcorn shrimp and sweet potato pie — items not usually associated with fast food.
The 50 stores opening with new looks this year will be remodels of existing restaurants, KFC spokeswoman Bonnie Warschauer said.
Though specific locations have not been decided, the restaurants will be in both urban and suburban neighborhoods and are expected to combine the best aspects of the new Louisville store with those of a new store in an urban community in Washington, D.C., she added.
The Washington store, which features the Kentucky Fried Chicken name as well as a redesigned bucket for serving chicken, has boosted business by 20 percent, KFC said.
All of the remodeled restaurants will exhibit the Kentucky Fried Chicken name and updated Colonel as well as the revamped menu, Warschauer said.
KFC has about 5,525 restaurants in the United States.
