Fast food chain KFC has opened the first location of its new flagship format, KFC Muse, at Jumeirah Beach Residence in Dubai, United Arab Emirates (UAE).
In a statement, the company said that KFC Muse will represent “the first ground-up expression of KFC’s evolved brand identity in a single restaurant”.
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The two-storey venue in Dubai was developed in partnership with quick service restaurant (QSR) operator Americana Restaurants.
At the centre of the interior layout is a multimedia installation dubbed the Kinetic Bucket, which uses coordinated digital projections, dynamic lighting, and audio that shift throughout the day to change the dining room atmosphere.
Americana Restaurants chairman Mohamed Alabbar said: “KFC is a global icon that has captured hearts and delighted the palates of millions across generations. Few brands command that kind of love and craving. With KFC MUSE, we are taking that magic into the future.
“Together with Americana Restaurants, we are unveiling the world’s first KFC MUSE, bringing our QXR vision to life through iconic food, immersive design, and exceptional hospitality.
“Our ambition is bold yet simple: take everything the world loves about KFC and turn it into an experience the world has never seen before.”
The Dubai site also introduces two menu initiatives to the UAE.
KWENCH by KFC, the company’s speciality beverage platform, is making its UAE debut with Boba Refreshers, Krunch shakes, Sparkling Lemonades, and iced coffees.
The company said the drinks range is intended to encourage visits outside traditional meal times.
The outlet will also offer KFC MIX’D, a customisable chicken option that allows customers to choose flavour combinations.
KFC global CEO Scott Mezvinky said: “As we set the standard for the modern chicken QSR, we’re disrupting conventions—moving from QSR, quick service restaurant, to QXR: quality experience restaurant.
“That’s why we created KFC Muse, an immersive, kinetic restaurant that delivers the experience modern consumers are craving, while retaining the value and efficiency QSR is known for.
“We chose Dubai to launch KFC Muse because it reflects the ambition we have to modernise the brand across the MENA region and beyond. And we’re excited to bring KFC Muse to other culturally vibrant and trend-setting cities like Seoul in the near future.”
KFC also plans to open another KFC Muse restaurant in Seoul, South Korea, by the end of the year.
