Commentary

What's The Point Of KFC's 'Real KFC Cook' Series?

I can’t say that I’ve spent much time wondering about the inner lives of fast-food cooks. It’s just not something that crosses my mind as I queue for my semi-weekly fix (“gee, that enchanting gal behind the counter, perched like a be-apron’d Valkyrie over an as-yet unformed shell of a Cheesy Gordita Crunch - what makes her tick? What are her hopes and dreams?”). I similarly have not invested much thought about the unvoiced longings of DMV functionaries or the emotional prosperity of Nordstrom clerks.

This doesn’t make me a bad person, nor does it make me unique among grease-wheezing slobs. On the other hand, it does render me profoundly disinclined to seek out information about this underpaid category of service-industry drones. Learning more about such individuals isn’t likely to enhance my dining experience or prompt me to assign additional wattage to the ol’ brand halo.

advertisement

advertisement

That’s why KFC’s most recent online video push, in which it introduces us to three of its nicest, proudest cooks, is so baffling. It’s the first series in some time that, above all else, poses an existential dilemma: Why is this here? Who is the intended audience? Is there some judgmental subset of fast-food diners that insists on decency and diligence in their restaurant stewards?

Because let’s face it: There is nothing a KFC cook could say or do in a first-person narrative of this sort that would generate more business or bolster the brand (there’s plenty that a cook could do to drive customers away, but that’s another story). People go to KFC because they dig the food and the convenience. While it’s encouraging to learn that its vittles aren’t brought into being by stone-faced felons or chronic nose-pickers, it doesn’t matter in the grand scheme of fast-food things.

But the three KFC cooks themselves? Likable! You’d be thrilled to have any one of them as your aisle-mate on a cross-country flight. You might well add them to your holiday-card list on the strength of their “Real KFC Cook” testimonials alone.

Maurice details the who-can-make-the-best-looking-chicken? competition that has thrived between him and his manager, in which the loser washes the winner’s car. Brandon recalls the logistical challenges posed by preparing an order of 400 Extra Crispy Tenders (née Crispy Strips) for a boys’ shelter. Megan preaches the family-values and community-involvement gospel.

Mostly, though, the three cooks yap about the importance of hard work (“the hard way, to me, means doing things the right way,” “a real meal is a meal made the hard way”), which makes minimal sense within the context of a fast-food kitchen. While it’s wonderful that everybody’s trying so hard, it’d be even greater if there were some tangible link between this behind-the-counter effort and the customer experience, whether in the form of enhanced service or tastiness. As presented here, the intensified effort is a moot point.

Also, KFC appears to cheat a bit in the production of the clips. Go to the 38-second mark of Megan’s video, which shows Maurice and Brandon working alongside her in the kitchen. So we’re just looking at a single KFC restaurant here? That doesn’t appear to jibe with the KFC.com blurb, which notes that Brandon works in California. Eh. Whatever. Nobody likes an Internet-debunker.

In the end, KFC doesn’t deserve to be tsk-tsked for the “Real KFC Cook” series, because it’s never a bad thing when an organization highlights the talent and decency of its frontline staff. That said, not every employee is a precious little snowflake, emanating light and warmth towards everyone in his general vicinity. In the absence of a connection between the highlighted traits and the quality of KFC product or service, the videos don’t amount to much more than a parent blindly hyping his kid. Niceness and puritanical work ethic are absolutely valued traits in the real world, but they’re borderline irrelevant in this particular online one.

2 comments about "What's The Point Of KFC's 'Real KFC Cook' Series?".
Check to receive email when comments are posted.
  1. Melissa Prince from INSP Television Network, August 28, 2014 at 2:55 p.m.

    OK. So after reading your post, which seemed a little harsh, I watched all three vids. And, honestly, I liked them. Well done, nice people, great message and oh my, all that footage of that perfectly battered, golden brown chicken made me want some. I'm stopping by KFC on my way home! Larry, I think you may be overlooking the true power of the video - THE CHICKEN!

  2. Eric A. from Eric A., August 28, 2014 at 3:38 p.m.

    I honestly can't remember the last time I ate anything 'Kentucky Fried', chicken or otherwise. My neighbourhood KFC closed when I was 16 or so (I'm 30), and I already seldom stopped in even back then. I've never been tempted by the low-quality hormone-pumped factory farm junk while on the road either. But I also have never felt the need to stare down my nose and disparage and dismiss workers at such places as 'drones'.

    Does a KFC commercial really need such arrogant dissections? No. This write-up only succeeds in making you sound like a jerk, deserving a tsk-tsk. It's attitude like yours that encourage me more and more it's about time to de-subscribe from this newsletter.

Next story loading loading..