KFC’s Newest Store Looks Absolutely Nothing Like a KFC
KFC is stepping outside its comfort zone with its newest venture, “Saucy,” a one-of-a-kind prototype restaurant opening Monday in Orlando, Florida. Swapping its iconic red branding for a vibrant pink, KFC is reimagining its “finger lickin’ good” slogan with a focus on bold sauces, trendy chicken tenders, and an aesthetic tailored to younger, adventurous eaters.
The star of Saucy’s menu is chicken tenders – a popular choice among Gen Z for their portability and ability to pair with endless flavour options. Christophe Poirier, KFC’s Chief Concept Officer, explained the concept is designed to give a modern twist to KFC’s image while capitalizing on its most versatile product. “We built on the idea of ‘finger lickin’ good’ with a new vision: lots of sauces, lots of colour, and lots of drinks – all aimed at younger audiences,” Poirier told CNN.
At the heart of the concept are 11 signature sauces – a nod to KFC’s legendary 11 herbs and spices. The offerings range from sweet to spicy, with highlights like jalapeño pesto ranch, creole honey mustard, Thai sweet and spicy, and teriyaki. Customers can order sauce “flights” featuring four dips, a strategy that mirrors the growing trend of customization in the fast-food industry.
Industry experts believe the focus on sauces is a smart move. R.J. Hottovy, head of analytical research at Placer.ai, noted that sauces have become a significant driver of innovation across quick-service restaurants. “KFC can modernize its brand and stay competitive by offering streamlined, customizable menus similar to competitors while catering to diverse taste preferences,” Hottovy said.
A Slimmed-Down Menu and Fresh Vibe
Saucy’s menu is intentionally simplified to focus on tenders and sandwiches while introducing fresh offerings like fruity beverages, desserts, and classic sides including fries, coleslaw, and toasted rolls. Beyond the menu, the restaurant’s sleek, modern design departs from KFC’s traditional look. Inside, guests will find brightly coloured seating, ordering kiosks, and even a space for live entertainment. Outside, the bold pink façade features a standout “Saucy” logo with a subtle nod to its KFC roots. Drive-thru ordering is also available for convenience.
Why KFC is Betting Big on Saucy
The move comes as KFC faces increased competition from buzzy chicken chains like Raising Cane’s and Wingstop. Despite efforts to draw customers with value meals and limited-time menu items, KFC has struggled to maintain momentum in the U.S. market. The launch of Saucy reflects an effort to rejuvenate the brand, attract younger customers, and test innovative ideas in a low-risk setting.
Industry analysts see Saucy as part of a larger trend in fast food. David Henkes, senior principal at food consulting firm Technomic, explained that spin-off concepts give brands an opportunity to experiment outside of their core offerings. “These standalone ventures act as incubators for innovation, allowing chains to try new ideas without disrupting the main brand,” Henkes said.
This strategy mirrors efforts by Yum Brands’ other chain, Taco Bell, which recently debuted a beverage-focused café concept near San Diego. Similarly, McDonald’s spin-off, CosMc’s, has leaned into specialty drinks and snacks with notable success.
What’s Next for Saucy?
For now, the Orlando location will serve as a testing ground for the Saucy concept. If it resonates with customers, KFC could expand it to other cities, potentially positioning the brand as a leader in the flavour-forward chicken market.
While spin-offs don’t always succeed – IHOP’s Flip’d shuttered after just two years – KFC’s approach with Saucy could be a game-changer. By combining a focus on bold flavours, sleek design, and Gen Z-friendly branding, Saucy could mark the beginning of a fresh, modern chapter for the iconic fried chicken giant.
