Legacy fast-food chains have discovered a powerful way to reengage longtime customers, and it’s as simple as bringing back something that’s been missing from their menus for a long time.
Perhaps one of the most successful examples of this was Taco Bell taking the Mexican Pizza off its menu in September 2020, citing packaging expenses as the reason. This led to a customer uproar, and a little under two years later, Taco Bell brought the famed pizza back (in the exact same packaging, mind you) with a big campaign backed by Doja Cat.
💰💸 Don’t miss the move: SIGN UP for TheStreet’s FREE Daily newsletter 💰💸
Other chains saw all this go down and realized that they could benefit hugely from reintroducing old menu items customer miss.
Taco Bell made a theme out of it when it introduced its “Decades” menu in October 2024, bringing back menu items from different decades including the Tostada, the Meximelt, the Gordita Supreme, and the Green Sauce Burrito. It was a limited-time promotion, but it was a huge hit for the brand, playing on the nostalgia of loyal customers to the tune of success.
Now KFCÂ (YUM) Â has decided to borrow a page from the Taco Bell playbook with hopes it will drum up success for its spring menu.
KFC is going beyond its classic chicken sandwich for this comeback.
Image Source: KFC
KFC’s on-the-go version of a chicken classic
After five years of customers asking KFC to bring it back to the menu, the company has finally confirmed that Chicken & Waffles is making a triumphant return.
You can try it in three ways: A Tenders & Waffle box, which comes with three Original Recipe tenders, waffle, and syrup for $7; a Two-Piece Fried Chicken & Waffle box, which comes with KFC Original Recipe fried chicken, waffle, and syrup; and a Chicken & Waffles Fan Favorite Box, which comes with four pieces of Original Recipe fried chicken, 12 nuggets, four waffles, and four syrups and sauces.
Along with the Chicken & Waffles comeback, KFC will offer a dessert item called Strawberry & Crème Poppers, which wrap a strawberry and creme filling inside a buttery, flaky crust.
“Chicken & Waffles hasn’t been on our menu in over five years, but it’s one of those iconic combos our fans never stopped asking for,” a KFC spokesperson said to Food & Wine. “We’ve been listening, and bringing it back felt like the right kind of reunion of familiarity and indulgence, all without sacrificing value.”Â
Yum Brands has big plans for KFC in 2025
While KFC did see moderate growth in 2024 with a 3% rise in system sales, Yum Brands wants to achieve much more.
In December 2024, it launched its first-ever KFC concept restaurant, Saucy, which highlights consumer customization with a selection of 11 dipping sauces to choose from, paired with chicken tenders. It also offers a variety of other menu items unavailable at KFC, including a Spicy Queso Crunch sandwich and a Hot Honey Watermelon Refresher.
Saucy currently has only one physical location in Orlando, Fla., but KFC says to expect more coming soon.
As Saucy finds its footing, KFC is focusing on new collaborations, such as one with Mike’s Hot Honey, as well as a big tech rollout in over 1,000 locations featuring self-ordering kiosks. These are everywhere in the fast-food world now and save precious time for a chain’s employees, who can focus on fulfilling orders and customer service instead of being stuck behind the register taking orders.
