KFC has discovered that while people may love its chicken and the “Yaari!” vibes, they are far less enthusiastic about paying to become walking billboards for it.

The fast-food giant’s recent social media post announcing a new merchandise drop, complete with branded hoodies and footwear, was meant to showcase how far the brand has travelled from buckets and burgers into lifestyle territory.

Instead, the comment section quickly turned into a referendum on whether branded merch should come with fries on the side or at least a discount code.

Much of the reaction centered on price. Users questioned why customers were being asked to pay premium rates for items that, in their view, double as free advertising for the brand. The prevailing sentiment was blunt: if the logo is doing the talking, the brand should be doing the paying. Several commenters suggested the merchandise should be bundled with meal orders, while others argued that paying for branding without incentives defied basic consumer logic.

Here are some of the comments:

What kind of Science is that We’ll pay for the branding?… 🙂

Yeh Orders K Sth Free Honaa Chaiyee Yaa Promo Codes Deney Chaiye For Discount Wrnaa Mehnga Haii Fazool Haii

There was also visible skepticism about the strategic thinking behind the launch. Some responses hinted at confusion over who approved the idea in the first place, while others dismissed the entire effort as out of touch with local purchasing power. One comment said:

Who’s advising KFC?

The phrase “overpriced” appeared frequently, often accompanied by emojis that left little room for interpretation.

A small number of voices acknowledged that the products themselves looked decent, but even these comments came with conditions. Discounts, promotions, or some tangible value-add were repeatedly cited as the minimum requirement to justify a purchase. Appreciation for the design did not automatically translate into willingness to pay full price.

Interestingly, the conversation drifted only briefly toward food quality and brand loyalty, suggesting that the backlash was less about dissatisfaction with the core product and more about the optics of the merch itself.

While international merch drops have become common for lifestyle-driven brands, audiences in price-sensitive markets such as Pakistan appear less forgiving when novelty outweighs value.

Adding fuel to the fire is the fact that KFC Pakistan has launched the merch  nearly eight years after it did internationally.