KFC restaurant interior with customers and staff, new menu items on display
KFC is embarking on a major global initiative, dubbed its “next chapter,” to revitalize its brand and strengthen its standing in the competitive chicken market. This comprehensive strategy includes the introduction of new menu items, redesigned restaurants, and refreshed branding, impacting over 34,000 locations worldwide.
Scott Mezvinsky, KFC Global CEO, stated that the company aims to “set the standard for modern chicken” in the quick-service restaurant industry as global demand for chicken continues to rise. This refresh is expected to touch KFC restaurants in over 150 countries, with a new location opening approximately every 3.5 hours globally.
A core element of this strategy is menu innovation. KFC plans to expand its boneless chicken offerings, featuring new tenders designed for dipping, and introduce more than 20 new sauces, including flavors like Chimichurri Ranch and Hot Honey Habanero, to cater to diverse local tastes. The company is also focusing on customizable, sauce-forward meals with new chicken tenders, wings, and sandwiches.
Furthermore, KFC is enhancing its beverage platform, “KWENCH by KFC,” which will now permanently feature items like boba refreshers, milkshakes, sparkling lemonades, and iced coffees in Australia and Canada this year. These additions are intended to encourage customer visits throughout the day for snacks, drinks, or full meals.
The restaurant experience is also being upgraded with a new generation of restaurant designs promoting a more modern dining atmosphere. The first U.S. iteration is slated for McKinney, Texas, this summer, featuring an open-concept layout, while a larger, two-story flagship restaurant is set to open in Dubai in the fall.
The brand refresh extends to KFC’s visual identity, with updates to packaging, advertising, and digital platforms, while maintaining its iconic bucket and Colonel Sanders branding. The rollout has commenced in the United Kingdom and Ireland, with expansions to the United States and Australia planned in the coming weeks, followed by other markets through 2026.
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