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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

KFC

KFC is the fried chicken restaurant brand founded by Harland Sanders in Kentucky in 1930 and owned today by Yum! Brands. It operates 34,747 restaurants in more than 150 countries, and it was the first Western restaurant chain to open in China, in 1987. In the second quarter of 2026 the KFC Division posted system sales of US$9.57bn, up 10%, and opened 660 new units across 55 countries. In June 2026 it began its biggest global refresh in years, with a new identity, menu and restaurant designs. WCRC's research found KFC strongest in recall and cultural fit. The Colonel, the secret recipe and the red-and-white stripes make it instantly recognisable, while localised menus keep it relevant from China to the UK.

Region
Americas
Country
United States
WCRC research
Full 50-parameter assessment

What WCRC found

  1. Near-universal recall, built on 34,747 restaurants in more than 150 countries.

  2. Strong cultural relevance through localised menus, and the first Western restaurant chain to open in China.

  3. A distinctive identity in the Colonel's face and red-and-white stripes, renewed in a 2026 global refresh.

What holds it back: Food safety and sourcing weigh on the brand: it closed all 11 Danish restaurants in 2025 after a raw-chicken exposé and declined the Better Chicken Commitment in 2024.

Status in the 2026 edition

KFC was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Hospitality & Travel brands

#26 Singapore Airlines, #27 McDonald's, #44 Starbucks, #47 Hilton, #51 Royal Caribbean International, #55 Emirates

Questions people ask

Is KFC in the WCRC World's Most Powerful 100 Brands 2026?

KFC was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Hospitality & Travel brands are ranked in 2026?

The most powerful Hospitality & Travel brands in the 2026 ranking are Singapore Airlines (#26), McDonald's (#27), Starbucks (#44), Hilton (#47), Royal Caribbean International (#51), Emirates (#55).