Heather Haddon

Restaurants reporter at The Wall Street Journal who covers restaurant earnings and consumer behavior, explaining how chains like Chipotle and Sweetgreen are responding to younger consumers pulling back.

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Nov 21, 2025 • 20min

KFC Got Fried in the Chicken Wars. Can It Come Back?

Heather Haddon, a restaurant-industry reporter for The Wall Street Journal, dives into the struggles of KFC, a once-iconic fast-food leader now facing fierce competition. She shares insights on KFC's origins and its rapid growth, along with the rise of competitors like Chick-fil-A. Haddon highlights KFC's misstep in ignoring the boneless chicken trend and discusses Yum Brands' strategic shifts to revive the brand, including edgier marketing and nostalgic offerings. Early signs of recovery are emerging as KFC adapts to changing consumer tastes.

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