The Core of the Dispute: Trademark Rights and Brand Recognition
At the heart of this lawsuit is KFC’s assertion that “Original Recipe” represents more than just a slogan; it is a legally protected part of its brand identity. KFC, which has invested heavily in associating the phrase with its unique blend of herbs and spices, claims that Church’s use of “our original recipe is back” in a recent marketing campaign dilutes its brand and confuses consumers. The “Original Recipe” has been a registered trademark of KFC since 1984, which the company argues should prevent competitors from employing similar language in ways that could mislead the public.
Under U.S. trademark law, companies are granted exclusive rights to trademarks that can be shown to create consumer association with a particular product or source. KFC’s complaint underscores the decades of consumer loyalty it has built around its “Original Recipe” and argues that Church’s recent campaign exploits this goodwill, which could erode KFC’s market position and customer trust.
