How to Win Back Trust When You Mess Up: Lessons from KFC’s Apology

In 2018, KFC’s UK stores ran out of chicken—yeah, you read that right. Instead of ignoring the blunder, they issued a bold, funny apology by rearranging their logo to spell exactly what you’d say when you run out of chicken. It was a great example of the Pratfall Effect, where admitting a mistake makes a brand more likable if they already have a good reputation. This move turned a potential PR disaster into a story people loved.

For online communities, mistakes are inevitable. Maybe a glitch messes with user posts, or an update doesn’t go as planned. How can community managers apply the Pratfall Effect to earn forgiveness and even strengthen their community bond? Should you address mistakes head-on with humor, or is a sincere apology the way to go? When is admitting a mistake worth the risk, and when could it backfire? Let’s talk about how to manage those tricky moments and turn them into opportunities for connection.