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By Daniel Orton
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KFC is betting big on nostalgia and value by announcing the nationwide return of cult-favorite Original Honey BBQ sauce and reintroducing the KFC Chicken Sandwich at a '90s-era price.
The changes target customer demand and come amid mounting competition and slowing sales across the United States fast food industry.
Why It Matters
There are more than 4,000 KFC restaurants across the U.S., making it one of the most popular fast-food chains in America, but the chicken giant's 2025 performance has been a tale of two markets.
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Globally, KFC has expanded aggressively, opening hundreds of new stores and driving digital sales to record levels. But in the U.S., the chain is struggling. Same-store sales dropped 5 percent in the second quarter, pushing KFC down to fifth place among chicken chains as rivals like Raising Cane's and Wingstop gained ground. Customer ratings remain lackluster, and safety scandals in Europe, as well as animal welfare protests in the United Kingdom, have dented its reputation.
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What To Know
The chain’s decision to revive retired favorites is in direct response to "obsessive demand" voiced by customers across social media and petitions, KFC said when the fast-food giant announced the return of potato wedges last month.
The latest menu item to return is the Original Honey BBQ sauce, which will be part of the Original Honey BBQ Combo: two pieces of Extra Crispy fried chicken dipped in Original Honey BBQ sauce, plus a side, a biscuit, and a medium beverage.
Also being added to the menu is a new price for the KFC Chicken Sandwich, which will be offered at the "throwback" price of $3.99 —a move not seen since the 1990s, according to a company press release. The famous fried chicken purveyor claims its sandwich is larger than leading competitors’ based on 2025 product weights.
KFC officials and industry experts described earlier menu moves as central to the company's comeback effort. "We're well aware of the latest fried chicken rankings, and I'm fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are," said Catherine Tan-Gillespie, President of KFC U.S., in a July press statement.
What People Are Saying
Catherine Tan-Gillespie, President, KFC U.S. said: "KFC’s Original Honey BBQ wasn’t just a menu offering, it became a cultural touchstone that fans have been craving and asking us to bring back for years. What better way to continue our KFC comeback than to bring back this legendary flavor and reintroduce it in a bigger and bolder way — on everything.”
Michael Ryan, a finance expert and the founder of MichaelRyanMoney.com, previously told Newsweek: "I don't think this isn't about menu innovation. I just think KFC is watching McDonald's, Popeyes, and even grocery store rotisseries eat their lunch. KFC is essentially admitting their core offering isn't compelling enough anymore."
Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, previously told Newsweek: "KFC knows consumers are becoming more price-conscious as inflation squeezes wallets. This is a nod to rising prices and a way to attract customers who have less discretionary income to spend."
What Happens Next
The menu relaunch and promotional pricing will run for a limited time, starting from October 6.
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