Recently, Church’s Texas Chicken has n using the slogan “Our Original Recipe Is Back” in its advertisements, which, according to KFC, could mislead customers and diminish the value of their trademark. The slogan “Original Recipe” is much more than just an advertising catchphrase – for KFC, it is a symbol of their iconic fried chicken recipe, based on a secret blend of 11 herbs and spices created back in 1940. Since 1972, KFC has consistently used “Original Recipe” in its advertising campaigns, building brand recognition and uniqueness in the fast-food market. That is why KFC is taking the matter seriously – it claims that the competitor could undermine the authenticity and uniqueness of this slogan in the minds of consumers.
A KFC spokesperson clearly stated the company’s position, emphasizing that protecting the brand and customer experience are their top priorities.
“On behalf of all fried chicken lovers, we take it personally when another company tries to take over our iconic slogan and flavor,” the spokesperson said. KFC adds that maintaining the integrity of the brand is a responsibility aimed at ensuring consistency in branding and the quality of their customers’ experience. The company believes that the similarity of the slogan used by Church’s Texas Chicken could confuse consumers, who may mistakenly attribute the competitor’s product to KFC.
KFC expressed its concerns as early as October, sending a letter to Church’s representatives, pointing out that the use of the slogan could mislead customers and weaken the value of the KFC brand. In the lawsuit, the company emphasized that such actions could “reduce the recognition and value” of its trademark.
Protecting trademarks, such as “Original Recipe,” is crucial for businesses operating in the food industry, where customer loyalty and brand recognition are extremely important. In the case of slogans like “Original Recipe,” which evoke associations with specific values, taste, and tradition, any infringement can lead to a dilution of their image. For KFC, defending this trademark is not only a legal matter but also a reputational one – the slogan is an integral part of their history and heritage.
In the lawsuit, KFC is seeking an unspecified amount in damages and a court order prohibiting Church’s Texas Chicken from using the phrase “Original Recipe.” As of today, Church’s representatives have not responded to KFC’s summons or issued an official statement on the matter.
Will this conflict end up in court, or will the companies find another solution? It is not yet known, but this case shows how important it is for large brands to protect even the smallest elements of their image.
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