KFC Overhauls Brand with Open-Concept Restaurants and Expanded Menu
The fried chicken chain is introducing a new restaurant design called 'Open House' and adding more than 20 new sauces.
KFC is launching a significant brand overhaul, featuring a modernized restaurant design and an expanded menu. The initiative aims to create spaces that prioritize hospitality and adapt to different customer needs throughout the day.
The first iteration of this new design, dubbed "Open House," is set to open in McKinney, Texas, in late summer. This prototype eatery will be tested near the Plano, Texas, headquarters of Yum! Brands, KFC's parent company. KFC President Catherine Tan-Gillespie described the concept as a reinvention of the brand, questioning what the future of KFC might look like if founder Colonel Sanders were alive today.
The Open House restaurant will incorporate table service, a drive-thru, and takeout options, offering a welcoming environment for customers. "It's the idea of serving hot chicken in a warm and welcoming environment with a bold new restaurant design," Tan-Gillespie stated. "It's the reinvention of product, promotion and place."
In addition to the new restaurant formats, KFC is expanding its menu, notably by introducing over 20 new sauces. These range from updated takes on classic flavors to internationally inspired options, including Chimichurri Ranch and Hot Honey Habanero. The company is also increasing its selection of boneless chicken items.
Another initiative, "Kwench by KFC," which is currently available in some international markets but not yet in the U.S., offers beverages such as Boba Refreshers, Krunch Shakes, Sparkling Lemonades, and Iced Coffees.
KFC also launched "Saucy! by KFC" in Orlando, Florida, in 2024, a concept restaurant specifically focused on chicken tenders and sauces. This concept has since expanded to 10 locations in Florida, with plans to bring it to Texas.
The brand's iconic elements are also being refreshed. Colonel Sanders will receive a "subtle evolution" of his image to appear more in tune with modern culture while retaining his legacy. Similarly, the recognizable KFC bucket logo is being updated with "new energy."