KFC Unveils Fresh Branding Alongside New Menus and Next-Gen Restaurants

KFC has launched a comprehensive global brand refresh targeting a stronger position in the hyper-competitive quick-service restaurant (QSR) chicken category, with new menu formats, a dedicated beverage platform and redesigned restaurant concepts.

The program is part of what the company calls the next chapter in its evolution that focuses on delivering more personalised food experiences and modernising how customers engage with the brand.

“In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR,” said Scott Mezvinsky, CEO, KFC Global. “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.”

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New Menu Formats Built Around Customisation:

The strategy builds on expanding KFC’s boneless chicken offerings and sauce portfolio.

The company has released ‘Dipped’ which includes crispy boneless chicken products with a new global “sauce pantry” with over 20 sauces. Markets will be able to tailor offerings to local tastes, such as Chimichurri Ranch and Hot Honey Habanero.

KFC is also launching ‘Dunked’, a format where tenders, wings and sandwiches are coated in sauces for a more indulgent flavour-forward experience. The idea is available in markets such as India and South Africa.

KFC Bets Bigger on Beverages:

The brand is also launching KWENCH by KFC, a new beverage platform featuring products including Boba Refreshers, Krunch Shakes, Sparkling Lemonades and Iced Coffees.

KWENCH will be rolled out as a permanent menu platform in Australia and Canada this year following pilot programmes in the UK and Ireland, with further market expansion planned.

The move is in response to growing consumer demand for snackable and beverage led occasions outside traditional meal times.

Beyond menu innovation, KFC is redesigning its restaurant experience with a new generation of outlets focused on hospitality and flexibility.

The first examples include an open-concept restaurant in McKinney, Texas, scheduled to open later this summer, and a two-storey immersive restaurant concept in Dubai expected to launch later this year.

According to KFC, the new formats are designed to create more engaging and adaptable spaces that cater to different customer occasions throughout the day.

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Refreshed Brand Identity:

The change also involves an update to KFC’s visual identity.

The company is refreshing key brand assets like its iconic bucket and Colonel Sanders imagery, but not moving anything away from the brand’s core “Finger Lickin’ Good” positioning.

The updated identity will be rolled out globally across packaging, advertising, digital platforms and restaurant environments.