KFC Attempts a Fresh Start: AmRest CEO Seeks to Rebuild Lost Trust – Critics Remain Sceptical

With new control systems and a wide-ranging communications campaign, KFC aims to regain lost trust. However, following previous incidents and ongoing criticism, scepticism towards the fast-food giant remains high.

KFC is currently attempting to rebuild lost trust in the Czech Republic through an extensive advertising and communications campaign. While the company speaks of a fresh start and presents new digital control systems, critics continue to express doubts about the announced changes. The debate is based on previous hygiene violations as well as reports of health complaints following the consumption of products at individual branches. We have already reported several times on the problems at KFC.

At the centre of the new discussion is the statement by KFC operator AmRest that new digital systems are intended to provide greater transparency and control in its restaurants. As part of a large-scale campaign, media representatives and influencers were invited to learn about the new procedures. According to the company, digital processes will in future enable complete traceability of goods and operational procedures.

Video: Masakr z KFC! (Tuna Versus) CZ

AmRest’s Managing Director for the Czech Republic and Austria, Ivana Makalová Dlouhá, has commented in greater detail on the situation at KFC for the first time following months of criticism. In several media interviews, she defended the company’s measures and spoke of a fresh start for the fast-food chain.

Makalová Dlouhá stressed that KFC has implemented extensive changes in recent months. According to the company, these include new digital control systems, additional staff training and stricter internal procedures.

Critics Question Improvements at KFC

Critics, however, doubt that the announced changes adequately address the causes of the previous problems. In the latest video by investigative journalist Jan Tuna (Tuna Versus), he reports, among other things, on another case in Ústí nad Labem in which a customer complained of health problems after consuming KFC products. According to the customer, a subsequent inspection by hygiene authorities identified deficiencies.

While AmRest points to the measures introduced and the modernisation of its control systems, critics of the campaign focus primarily on the company’s communication. They accuse KFC of not having adequately addressed the specific complaints of affected customers. According to the cited statements, the company itself stresses that customer claims are assessed through the usual legal and insurance procedures.

It remains unclear whether the ongoing communications campaign can restore customer trust in the long term. Industry observers point out that not only technical improvements but, above all, credible transparency and a clear review of previous incidents will be decisive.