KFC took a bold step in the heart of Texas on Thursday, opening a test‑concept restaurant in McKinney. Branded “Open House,” the site is designed to serve as a living laboratory for the chain’s next generation of menu and service innovations, with a particular focus on attracting younger customers while preserving the brand’s classic appeal.
New menu and experience elements
The McKinney location is the first KFC in the United States to serve breakfast, offering items such as boba‑filled refreshers and crunchy‑topped milkshakes alongside an expanded lineup of chicken tenders, sauces, and side dishes like fried green beans and spicy pickles. The restaurant also features double drive‑through lanes, a mobile‑order pickup station, and a digital kiosk that allows guests to order and then relax while staff bring food directly to the table. A photo booth and a counter selling branded merchandise encourage diners to linger and share the experience.
Strategic intent
KFC’s Chief Concept Officer Christophe Poirier explained that the goal is to make fast‑food dining feel more like a retail experience. “People don’t remember what they eat, but they remember how they felt while eating,” Poirier said. By automating ordering tasks, employees can focus on hospitality, creating an atmosphere that rivals upscale retailers. Poirier likened the vision to an “Apple Store” for fried chicken, where service quality matches product quality.
National context and competition
While KFC remains a global powerhouse—with more than 34,000 restaurants in over 150 countries—its U.S. market share has slipped. In 2015, the chain held roughly 20% of the $21.8 billion U.S. chicken‑chain market; by 2025 that share had fallen to about 8%, even as overall chicken‑chain sales more than doubled to $57.7 billion. Competitors such as Chick‑fil‑A, Popeyes, Raising Cane’s, Dave’s Hot Chicken and Wingstop have captured younger diners with streamlined menus and modern restaurant designs.
Potential rollout
KFC has not disclosed how much of the Open House concept will be adopted across its 3,424 U.S. locations. However, Poirier indicated that the new beverage lineup is likely to spread more widely, noting that similar drinks have already been introduced in the United Kingdom, Canada, Australia, Turkey and other markets. The company continues to experiment with menu items at other test sites, including a Florida concept called Saucy by KFC, which focuses on sauces and tenders.
Industry reaction
Phil Kafarakis, CEO of the Food Away from Home Association, said KFC’s renewed focus on experience and menu variety could revitalize the brand’s standing in the competitive U.S. market. “I personally think it’s going to be an exciting time for KFC,” he remarked.
As KFC seeks to balance innovation with its iconic heritage, the McKinney test site will provide valuable data on consumer preferences, especially among younger diners who increasingly choose restaurants based on beverage options and overall experience. The outcome could shape the future of one of America’s most recognizable fast‑food brands.
Original reporting: Texarkana Gazette — read the source article.
