KFC is taking a different approach by leaning into comfort, value, and familiarity. The brand’s latest limited-time lineup leans into indulgent, comfort-driven meals at accessible price points.
KFC Reinvents Lunch with Affordable Offerings
New year, colder days, and higher food costs: this is what January looks like for a lot of individuals. Amid this, some consumers are adopting new food targets while others are opting to be flexible. About 42% of the population do not prefer to set food goals, and those who do feel guilty when they have a cheat meal.
KFC is positioning itself as a value-driven option without cutting back on portion size. The brand is expanding its menu based on the core values of comfort, purposeful indulgence, and affordable prices.
Rising lunchtime costs have led some consumers to skip meals altogether. In response, KFC has introduced $5 Lunch Bowls, revived its $10 Tuesdays deal, and rolled out new marketing tied to the lineup.
Melissa Cash, KFC U.S. CMO, stated that each January, the food talk is smaller with an emphasis on rules and restrictions, and that should not be at the cost of trading down. “Self-improvement can mean intentional indulgence, comfort, and abundant value. 2026 will certainly be the year of balance, and KFC has something for everyone to keep the focus on what matters most: you and the balance you deserve without compromise,” quoted Cash.
$5 Lunch Bowls and Matty Matheson Partnership
Due to the gradual increase in the price of lunch during the weekdays, KFC is trying to ensure that midday meals are comfortable and less expensive. KFC has introduced a $5 Lunch Bowl lineup to provide the warmth and value that consumers need.
Each $5 Bowl is built around familiar ingredients and bold flavors. Headlining the offering is Matty’s Cheesy Nuggy Gravy Bowl, a poutine-inspired creation developed in collaboration with chef and cultural icon Matty Matheson. “KFC understands value and flavor, and we wanted to transfer that energy to lunch,” said Matheson.
The $5 Bowl lineup includes:
- Cheesy Nuggy Gravy Bowl made by Matty: Crispy fries, rich brown gravy, crunchy chicken nuggets, and cheese curds in a substantial, crave-forward bowl.
- Mac and Cheese Bowl: Home-style Mac and cheese topped with crispy nuggets and three cheeses.
- Mashed Potato Bowl: Smooth mashed potatoes, with gravy, corn, nuggets, and a three cheese mixture.
- Spicy Mac & Cheese Bowl: Mac and cheese made homemade with nuggets, a three-cheese blend, and a spicy touch.
- Spicy Mashed Potato Bowl: Mashed potatoes, gravy, nuggets, three-cheese mixture, and Nashville Hot Sauce.
$10 Tuesdays Returns at KFC
By the second week of January, which has been commonly referred to as Quitters Day, most of the New Year’s resolutions have already fallen apart. This year, it is on Friday, January 9, when consumers reassess habits like strict meal prepping.
For many consumers, meal prep and rising grocery bills have become a challenge. With the tightening of budgets and schedules, the popularity of easy-to-eat food remains on the rise. KFC is responding to that fact by bringing back its $10 Tuesdays, featuring an eight-piece dark meat or tenders.
Available weekly, the promotion offers a nutritious, protein-based meal that allows customers to maintain food expenses without compromising flavor or convenience. Rather than another resolution that’s difficult to maintain, $10 Tuesdays are an easy habit customers can rely on.
With the Western-inspired style steadily expanding in pop culture and major events, KFC is also launching a fun campaign, inspired by Colonel Sanders’ iconic look and personality. The brand is launching the Bowl-o-Tie, a whimsical twist on the old-fashioned bolo tie.
The Bowl-o-Tie will soon be made available for sale to fans, and the information regarding the limited edition and ordering will be posted on KFC’s social media. Customers can also explore the full range of the January lineup through the KFC app.
