A family-run Christchurch food truck is facing legal action from KFC if they don’t immediately change their branding, reports Alex Casey.
It was a classic blue dome Christchurch day on Riccarton Road – sunny, cloudless skies, but a distinct chill in the air. Ben Yang had just started his shift at his family-run fried chicken food truck YFC when he received what he describes as “the shock of my life”. Between drizzling crunchy wings with chilli oil and sprinkling fries with secret seasoning, he was approached by someone from NZ Post with a parcel containing a folder of legal documents.
“We act for Kentucky Fried Chicken International Holdings LLC,” the front page of the dossier read. “While our client can appreciate the place that parody and satire have in social media marketing, our client is concerned that your actions will cause damage and dilution to its well-known brand.” Yang could not believe what he was reading. “When I saw it, I wondered if it was a dream or something,” he says. “Because I never expected this to happen.”
Yang’s Fried Chicken, or YFC, is run by 17- year-old Yang and his mother Kathy. “Fried chicken was a big part of my upbringing, my father was Korean so I grew up with it and I always really loved it,” says Yang. The Burnside High student returned to his father’s hometown last year and immersed himself in the culture, coming back with his recipes “perfected”. At the end of 2024 his mum was out of work and his own fledgling burger business had fallen over, so Yang decided to open a fried chicken place of his own. “And I had the perfect name – YFC.”
It took about half an hour for Yang to watch a YouTube tutorial and create the YFC logo, which features his own beaming face in posterised style on a deep red background, next to “YFC” in white writing. They opened YFC in a sublease in Papanui, before moving to the food truck site on Riccarton Road earlier this year. Still in year 13, Yang says the balance has been a struggle. “When I get off of school, I come here, and I work. I go home about 11 or 12 every night, and it leads me to studying until around three or four AM and not getting any sleep most days.”
You wouldn’t know any of this from Yang’s captivating and energetic social media videos for YFC. His impressive number of promotional reels includes skits, dances and special effects, all made by a fellow Burnside student who Yang pays to shoot and edit. Other videos feel like they could be lifted straight from the Nathan Fielder playbook. “Are you looking for the most crispy and most juicy chicken in town?” he bellows from outside KFC, a cartoon exclamation mark blazing red and yellow. “Well, you won’t find it here, but you will find it at YFC.”
It is this particular video along with the likeness of YFC’s name and logo, that has led to legal action from the global chicken empire. Along with the demand to “undertake an immediate rebrand and cease all use of YFC”, the letter also alleges a breach in advertising standards. “Your use of our client’s KFC trademarks in this video is not in accordance with honest practices, takes unfair advantage of and is detrimental to the repute of the KFC trade marks,” it reads. “Advertisements must be truthful, balanced and not misleading.”
Yang says he was in disbelief when he received the letter. “I was really shocked that KFC would actually take this kind of action and waste all their time and money when they are literally the biggest chicken brand in the world,” he says. “It does feel a bit like the big bullying the small.”
It’s an aggressive approach from KFC but an effective one, intellectual property lawyer Narly Kalupahana tells The Spinoff. “The problem with trademarks is that if you don’t enforce them, then it can come back and bite you down the track,” he explains. For example, “roller blades” was a trademark that started being used generically for inline skates and eventually became so commonplace that its registered rights lapsed in some countries. Closer to home, Popeyes Fish n Chips in Manawatu was forced to rebrand last year after threats from the US fast food giant.
“It’s your classic David and Goliath,” Kalupahana continues. “If I was him, I’d be probably rebranding – it’s not a fight he wants to get into and it could be a fairly costly one, because my money would most likely be on KFC getting a judge to rule in their favour on this one.” That said, he suggests KFC could have gone for a softer business-to-business approach in the first instance rather than legal action. “Sending the big old lawyer’s letter almost guarantees that the target company gets to ride a bit of a wave of publicity,” he says.
Restaurant Brands NZ has been approached for comment, but is yet to respond.
Yang has no plans to battle KFC, and has already started the rebranding process. “We’re a really tiny business. We don’t have much funds or anything to go and fight the biggest chicken brand in the world.” Still, the ever-entrepreneurial student is making the best out of a bad situation, rendering the whole experience into a multi-episode true crime thriller (“this is how we went from frying chicken to frying in legal hell”). He’s also offering a lifetime supply of free chicken to whichever customer comes up with the new logo and branding.
“Whatever happens, I know we will survive,” he says. “Because sometimes it’s not just about the brand – it’s about the chicken. And our chicken is really nice.”