When it comes to fast food, people tend to have strong preferences. It's typically team McDonald's or team Burger King; Starbucks or Dunkin.' And for chicken, KFC has long been one of the most popular and widespread spots. But among chicken chains, KFC has ranked third in sales behind Chick-fil-A and Popeyes—until recently, when Raising Cane's and Wingstop bumped it to fifth place. Now, in an effort to make a comeback, KFC is offering free buckets of chicken. Yep, that's right.

KFC Rewards members who order $15 or more through KFC.com or the KFC app can claim a free bucket of chicken, with the chain inviting fans to share feedback and help "co-create" its comeback.

"We’re well aware of the latest fried chicken rankings and I’m fired up to launch a bold Kentucky Fried Comeback and remind America exactly who we are," Catherine Tan-Gillespie, President, KFC U.S., says. "By listening to our customers and addressing feedback, we’ll reclaim our rightful place in the fried chicken game we started."

Along with the "Free Bucket On Us" deal, you might notice Colonel Sanders has a different facial expression and tone. The face of KFC has swapped his friendly smile with a more serious look to indicate the crucial nature of the matter, according to the press release.

"The Colonel would not be happy about our market share, and we’re serious about reminding America exactly who we are: the game changer with a relentless pursuit of the best fried chicken. We won’t smile until our customers do," Tan-Gillespie says.

And they're not stopping with chicken. KFC is also spicing up its menu with a new addition: fried pickles. The pickle slices are paired with "comeback sauce" or ranch.

With free buckets, a new menu item, and a no-nonsense Colonel, KFC is set on proving that the fried chicken race to the top is far from over.