KFC is responding to intense competition in the chicken quick-service restaurant market by prioritizing boneless chicken items and expanding its sauce offerings. The chain's Global CEO, Scott Mezvinsky, emphasized the need to set a new standard for modern chicken in the industry.
KFC plans to enhance its menu with a 'bold menu revamp,' which includes improved recipes for its tenders and a new line called 'Dunked' featuring sauced tenders, wings, and sandwiches. The introduction of over 20 sauce varieties aims to cater to consumer preferences for dipping and drenching.
Additionally, KFC is expanding its drink options with a new sub-brand, Kwench by KFC, which will include boba refreshers and sparkling lemonades. The chain is also redesigning its restaurants to create engaging dining experiences, with new concepts set to open in Texas and Dubai.
Despite being one of the largest global restaurant chains with over 34,000 locations, KFC has seen its U.S. market share decline from 16% in 2021 to 9.4% in 2024, falling behind competitors like Chick-fil-A and Raising Cane's. KFC's international operations have performed better, particularly in China and Europe, contributing to its status as a growth engine for parent company Yum Brands.
The recent appointment of Catherine Tan-Gillespie as KFC's U.S. president aims to revitalize the brand's domestic performance, which has shown signs of recovery with positive same-store sales growth in recent quarters