KFC Europe has launched a new flagship restaurant in central Rome, close to the Trevi Fountain.

The decision to locate one of the brand's first Western European flagship outlets in the Italian capital was closely tied to its recent growth trajectory across Europe and other regions.

The Rome opening follows the launch of a flagship site in Prague last year.

KFC intends to add further flagship locations in major European cities over the coming years as part of a broader push to strengthen its position in the quick-service restaurant segment.

The chain already operates more than 2,200 outlets in 40 European markets and has set a target of doubling that number by 2030.

The flagship strategy focuses on “iconic” locations, chosen to reflect the character of each host city.

Covering almost 1,000m² across two levels, the new Rome restaurant is KFC's largest and among its most technologically advanced sites in Europe.

The flagship's design combines references to local history with contemporary features, including energy-efficiency and digital tools.The architectural approach acknowledges the city’s historical legacy while incorporating modern design elements.

The restaurant is also among the first KFC locations in Europe to introduce KWENCH by KFC, a concept offering a new line-up of speciality beverages.

The Rome site has been developed as a digital-led environment, with the company aiming to encourage new forms of interaction with customers.

KFC Europe, Middle East and Africa managing director Dhruv Kaul stated: “We are thrilled to bring our most modern and ambitious flagship to Rome, and next to the Trevi fountain! This opening marks a significant milestone in our journey to establish KFC as a leading brand across Europe, and reflects our strategic focus on iconic locations that bridge history and modern relevance.”