KFC might have a new Colonel Sanders — and the CEO doesn't care if customers hate him

KFC is doubling down on Colonel Sanders, potentially casting a black man to play the chicken chain's founder.

Comedian David Alan Grier announced on Twitter that he had been cast as the first African-American Colonel Sanders, following in the footsteps of previous colonels Norm MacDonald and Darrell Hammond.

"We are very excited to learn that Mr. Grier is such a big fan of KFC and The Colonel," Kevin Hochman, KFC's CMO, said in an email to Business Insider. "We're a big fan of him as well. We hope to continue the conversation with him over a $5 Fill Up."

The brand's Twitter account additionally responded to Grier's tweet: 

 On Super Bowl Sunday, the chicken chain released a commercial bidding goodbye to MacDonald and introducing comedian Jim Gaffigan as the new Colonel. 

Colonel Sanders has been featured front and center in KFC's recent marketing efforts. The chain reintroduced the Colonel, played by Hammond, to marketing last May. MacDonald took over the role in August.

In the past year, both versions have appeared in TV commercials and on social media. The company is even remodeling restaurants to put Colonel Sanders at the forefront.

According to the company, the rebirth of the Colonel is working.

"If you looked at social media over Halloween, there were zillions of Colonel Sanders costumes — not just kids, but adults," Kevin Hochman, KFC's chief marketing officer, said at an event debuting Nashville hot chicken in New York City in January.

The company has previously said it doesn't mind if some customers — an estimated 20% — hate the new Colonel Sanders ads.

"They're actually talking about KFC, and you can market to love and hate — you cannot market to indifference,"Yum Brands CEO Greg Creed said in May.

Casting a black comedian as a fast-food icon who has been dogged by (unproven) rumors that he was a racist for years is a bold choice for the chicken chain. But it sticks to KFC’s recent dedication to marketing decisions that may polarize customers. At KFC, it may be more important that people are talking about Colonel Sanders than what exactly they are saying.

This article has been updated with a statement from KFC. 

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