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KFC
KFC traces its origins to Harland Sanders, who began selling fried chicken from a roadside restaurant in Corbin, Kentucky during the Great Depression, developing his "Original Recipe" of 11 herbs and spices, a formula the company has maintained as a closely guarded trade secret for decades. Sanders began franchising the Kentucky Fried Chicken concept in 1952, and Colonel Sanders's own image, based on the honorary Kentucky Colonel title he received, became one of the most recognizable branded mascots in the entire fast-food industry, still used in the company's marketing decades after Sanders's death. KFC became part of Yum! Brands following PepsiCo's 1997 restaurant division spinoff, and the company played a historically significant role as one of the first major Western fast-food chains to successfully expand into China, becoming particularly dominant in that market well ahead of most other American fast-food competitors. KFC's combination of Colonel Sanders's closely guarded Original Recipe and its historically significant early expansion into the Chinese market has made it one of the most internationally significant fast-food chains in the world.
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Wendy's
Wendy's was founded in 1969 in Columbus, Ohio by Dave Thomas, who named the restaurant after his daughter Melinda Lou "Wendy" Thomas, and the chain built its early differentiation around square-shaped, fresh (never frozen) beef patties rather than the round patties most competitors used. Thomas became one of the most recognizable fast-food founders in American advertising history, personally starring in more than 800 commercials for the chain over more than a decade, an unusually direct and sustained founder-as-spokesperson advertising strategy. Wendy's became particularly known for its 1984 "Where's the Beef?" advertising campaign, featuring an elderly woman questioning a competitor's undersized burger patty, which became one of the most culturally referenced advertising slogans of the 1980s and entered broader American popular vocabulary well beyond fast-food marketing. Wendy's combination of its founder's unusually personal and sustained advertising presence and its culturally iconic "Where's the Beef?" campaign has made it one of the most distinctively marketed fast-food chains in American history.
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