‘Michelin Impossible’: How KFC’s audacious dream went viral in Australia

Anna Hamill

Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.

Although fast-food brands are among Australia’s most well-known, the category suffers from a ‘stigma’ around product quality as consumers become more health conscious.

How did KFC, the iconic fried chicken brand, re-capture the hearts of everyday Aussies while turning around the public perception of their products? By chasing a Michelin Star, arguably the most sought-after accolade in the restaurant industry.

To win a Michelin star, a restaurant must be 'very good in its category' and 'worth a special journey'. That’s where Sam – a KFC franchisee from the remote town of Alice Springs – came in, with a long-shot dream:...

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