[KFC’s “Finger Lickin’ Good” Slogan Takes on New Meaning with Saucy Debut
KFC is introducing a new concept called Saucy, a prototype opening in Orlando next Monday. The restaurant ditches the chain’s familiar red color scheme for pink, and focuses on 11 new dips and chicken tenders. The chain is targeting Gen Z eaters who crave adventurous flavors and boneless chicken.
The launch of Saucy comes amid challenging times for KFC, which has posted several consecutive quarters of declines for its US restaurants. The chain has struggled to resonate with consumers, who are turning to trendier chicken chains like Wingstop and Raising Cane’s.
To modernize its “finger lickin’ good” slogan, KFC is focusing on its tenders, which are a favorite among younger eaters. Tenders are easy to eat on-the-go and can be customized with a variety of sauces. A survey of restaurant menus from Technomic Ignite shows that the availability of chicken tenders has grown more than 5% over the past five years.
Saucy will debut with 11 sauces, including spicy and sweet options like jalapeño pesto ranch and teriyaki. The sauces are served in flights of four, which ranges from spicy to sweet. Analysts say that sauces have become a key driver of innovation across the fast food industry, and that Saucy will help KFC modernize its brand and align with current trends.
The restaurant will have a slimmed-down menu compared to its flagship brand, focusing on sandwiches, new desserts, fruity beverages, and sides like toasted rolls, fries, and coleslaw. The interior features kiosks for ordering, colorful seats and tables, and a space for live entertainment.
Saucy will initially only have one location, but may expand in the future. The concept allows KFC to “acquire a ton of learnings” and gives the brand permission to play, rather than being beholden to people’s impression of KFC.
Source link
