KFC Unveils 'Open House' Prototype in Bid to Modernize Brand

KFC is initiating a broad brand transformation that includes a new restaurant prototype, modernized branding, and an expanded menu, aiming to create more inviting dining spaces.

The prototype eatery, named "Open House," is set to test new designs that prioritize hospitality over mere efficiency, with environments intended to adapt to different times of the day. The first of these reimagined spaces is slated to open in McKinney, Texas, in late summer.

KFC President Catherine Tan-Gillespie described the "Open House" concept as a way to "jolt the system and jump forward a decade," envisioning what the brand might look like if its founder, Colonel Sanders, were alive today. The prototype will feature table service, a drive-thru, and takeout options, all within a "warm and welcoming environment with a bold new restaurant design."

Beyond the physical space, KFC is also expanding its menu. The company is increasing its boneless chicken offerings and introducing over 20 new dipping sauces, featuring flavors such as Chimichurri Ranch and Hot Honey Habanero, alongside updated takes on classic recipes and globally inspired options.

This revamp extends to the brand's visual identity. KFC is subtly updating its iconic Colonel Sanders imagery and refreshing its recognizable bucket logo to appear more relevant and in tune with contemporary culture, while aiming to remain true to its heritage and the "Finger Lickin' Good" ethos.

KFC has also been experimenting with other concepts, including "KWENCH by KFC" in international markets, which offers beverages like Boba Refreshers and Iced Coffees, and the "Saucy! by KFC" concept launched in Orlando, Florida, which focuses on chicken tenders and sauces. The "Saucy!" concept has since expanded to 10 Florida locations with plans for Texas.

These initiatives represent KFC's effort to reinvent its product, promotion, and place to appeal to a modern customer base.