Quick-service restaurant (QSR) chain KFC is rolling out a worldwide brand overhaul spanning food, beverages, restaurant design and visual identity.
The company is adding more boneless options, supported by a new global sauce “pantry” of more than 20 sauces.
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These sauces will be paired with the extended range of boneless items and incorporated into an expanded “Dunked” line, which features tenders, wings and sandwiches already on offer in South Africa and India.
Its KWENCH by KFC beverage platform is also being scaled up, featuring Boba Refreshers and Krunch Shakes.
After trials in the UK and Ireland, these drinks will become permanent in Australia and Canada this year.
The phased rollout begins in the coming weeks in the UK and Ireland, before extending to Australia and the US.
Additional markets are expected to follow through this year.
KFC will also introduce updated branding, including a refreshed bucket logo and new treatment of Colonel Sanders across packaging, digital channels and advertising.
New restaurant concepts are planned to support different dayparts, starting with an open-concept site in McKinney, Texas, and a two-storey outlet in Dubai. Both are scheduled to open later this year.
KFC global CEO Scott Mezvinsky said: “In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR.
“This next chapter brings new energy and expression to what makes us iconic while doubling down on our chicken and reimagining how fans experience KFC around the world.”
