KFC is evolving, launching several updates as part of a global rebrand.
On Monday, the popular fried chicken chain announced widespread changes to its visual identity, menu and restaurants, reassuring fans it's all "rooted in the same 'Finger Lickin' Good' ethos" that made it iconic to begin with. So, while the Colonel may not be going anywhere (and don't worry, neither is the fried chicken), the rebrand is ushering in a new era of KFC to better "meet customers where they are."
"In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR," Scott Mezvinsky, CEO of KFC Global, explained in a statement. "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."
KFC Announces Global Rebrand With Updated Visual Identity, Menu, and Restaurants
Across its 31,000 restaurants in 150 countries, the one thing KFC is best known for is its Original Recipe chicken, which is famously made with 11 herbs and spices. But now, it's looking to meet growing consumer demand for "personalization and sensory experiences" by highlighting new boneless options—Dipped and Dunked—and a lineup of more than 20 sauces.
Related: KFC Launches New Lemonade, Sauces and a Big Bucket Deal
Dipped: Crispy, juicy tenders and an assortment of other favorite boneless options paired with sauces from KFC’s new global sauce pantry.Dunked: Tenders, wings, and sandwiches "drenched in sauce for an immersive, flavor-first eating experience that brings bold flavor and craveability to every bite." This menu is already available in South Africa and India and its expansion reflects "growing consumer demand for more indulgent, sauce-forward menu experiences."As for those sauces, they come as part of KFC's new "global sauce pantry" and feature modern twists on classic recipes and internationally inspired flavors such as Chimichurri Ranch and Hot Honey Habanero. Sound familiar? Well, Wendy's pulled a similar move this past fall.
KFC introduces new Dipped and Dunked menu.KFC
KFC's international beverage platform, KWENCH, is also expanding to make its offers permanent in Australia and Canada this year.
The revamped experience doesn't end at the menu, as KFC is opening a series of "next-gen" restaurants this summer in the U.S. and abroad, which a rep described as "deliberate proof points of the brand's new direction."
An open-concept design in McKinney, Texas, reinterpreting the brand’s heritage with modern energy. It's expected to open in late summer.A fully immersive, two-story restaurant in Dubai, showcasing one of the boldest expressions of the brand’s next-generation design. Opening in the fall. New KFC restaurant design inspo.KFC
Existing KFC restaurants will also be updated over time, with new builds and restaurant remodels part of the plan.
Tying it all together are updates to KFC's visual identity, which will relaunch the brand's "most distinctive assets" (the Colonel and its fried chicken bucket) with new energy that's "more expressive" and "more in tune with modern culture."
New KFC logo.KFC
Its new look is subtle but clear, swapping the heavier stripes on its signature bucket for a KFC motif. Its fries now appear to be served in cups (instead of bags) and its sandwiches in beige wrappers with its global catchphrase, "It's Finger Lickin' Good." The rest of the menu items come in boxes featuring phrases such as "KFC Snack Box Tasty On Lock," "KFC Mega Box Nothing Beats Boxed-Fresh," and "KFC's Popcorn Chicken Is About to Pop Off."
The rebranding will roll out across packaging, digital platforms, advertising and restaurant environments this year.
New KFC Packaging.KFC
When Will the Changes at KFC Go Into Effect?
KFC said the rollout is already underway in places like the United Kingdom and Ireland, where its new tenders and nine new sauces are already available. In the coming weeks, fans in Australia and the U.S. will also start to see "bold" new sauces pop up alongside refreshed branding, with additional markets to get refreshed by year-end.
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