<P> In March 1991 the KFC name was officially adopted , although the chain was already widely known by that initialism . The change was advised by the Schechter Group brand consultancy agency . Research demonstrated that 80 percent of customers already associated the `` KFC '' initials with Kentucky Fried Chicken . A spokesman for the chain said that it represented its diversified menu , which was moving away from solely fried products . Kyle Craig , president of KFC US , admitted the change was an attempt to distance the chain from the unhealthy connotations of `` fried '' . In 1994 , Milford Prewitt praised the `` crafty and well - timed repositioning '' in Nation 's Restaurant News . On the other hand , a 2005 editorial in Advertising Age stated , `` the chain 's jettisoning of a venerable name -- and distancing from the word fried -- was ill - conceived and damaging . It made a clear brand fuzzy . '' </P>
<P> In March 1991 the KFC name was officially adopted , although the chain was already widely known by that initialism . The change was advised by the Schechter Group brand consultancy agency . Research demonstrated that 80 percent of customers already associated the `` KFC '' initials with Kentucky Fried Chicken . A spokesman for the chain said that it represented its diversified menu , which was moving away from solely fried products . Kyle Craig , president of KFC US , admitted the change was an attempt to distance the chain from the unhealthy connotations of `` fried '' . In 1994 , Milford Prewitt praised the `` crafty and well - timed repositioning '' in Nation 's Restaurant News . On the other hand , a 2005 editorial in Advertising Age stated , `` the chain 's jettisoning of a venerable name -- and distancing from the word fried -- was ill - conceived and damaging . It made a clear brand fuzzy . '' </P>
when did kentucky fried chicken start getting called kfc
when did kentucky fried chicken start getting called kfc
March 1991
March 1991