when did kentucky fried chicken start getting called kfc
History of KFC In March 1991 the KFC name was officially adopted, although the chain was already widely known by that initialism.[88] The change was advised by the Schechter Group brand consultancy agency.[89] Research demonstrated that 80 percent of customers already associated the "KFC" initials with Kentucky Fried Chicken.[89] A spokesman for the chain said that it represented its diversified menu, which was moving away from solely fried products.[90] Kyle Craig, president of KFC US, admitted the change was an attempt to distance the chain from the unhealthy connotations of "fried".[91] In 1994, Milford Prewitt praised the "crafty and well-timed repositioning" in Nation's Restaurant News.[92] 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."[93]