The many sales of KFC during the 1970’s and 1980’s lead to a very confusing direction and took the focus of the company off of its original strategy. During the 1980’s and 1990’s KFC struggles were much do to the inability to bring new products to the market quickly and it’s innovation of new products. KFC fell behind the market in new products and was copying other fast food chains to stay competitive. KFC changed its strategy in the late 1990’s, which included adding items to its menu. KFC then in an effort to address its declining market share began building smaller restaurants in non-traditional outlets, airports, shopping malls, and hospitals. They offered drive thru and carry out units only. KFC established units that sold both Taco Bell and KFC or KFC and Pizza Hut.