Inside KFC’s big plan to win the chicken wars
On a busy street in Dubai, there’s a building that’s impossible to miss. Its bright red facade glows with electric white lights. Three giant archways offer passersby a glimpse of a two-story screen playing constant editorial-style videos. Inside, a stark, almost brutalist construction is offset by two-tone red furniture and a neon wall mural. It’s not a club or a luxury store—it’s a KFC. We’re in…
Dubai's bustling streets are home to a striking KFC restaurant, a stark contrast to its usual surroundings. This two-story, electric white-walled building, adorned with a neon mural and red furniture, houses the fast-food giant's latest endeavor to regain its position in the chicken wars. KFC's resurgence comes as younger consumers gravitate towards unique chicken offerings, with established players like Raising Cane’s, Dave’s Hot Chicken, and Hangry Joe’s leading the charge.
Catherine Tan-Gillespie, KFC's president since April 2025, remarked on the brand's enduring popularity, noting the need to modernize and refresh the KFC experience. The company's strategy includes a revamped menu, a new brand platform, and a campaign featuring the Colonel once more. However, the most ambitious move is KFC's collaboration with global agency JKR to redesign its restaurant interiors.
The fast-casual chicken market has seen a significant rise in consumer interest since the 2010s, with chicken spots experiencing a 20% increase in restaurant traffic from 2019 to 2026. New entrants have capitalized on this trend, with Raising Cane’s, Dave’s Hot Chicken, and Hangry Joe’s leading the charge. Popeyes and KFC have since struggled to maintain their market share, with KFC experiencing a sales decline over several quarters.
KFC's plan to revive its chicken dominance includes innovative menu additions, such as the introduction of over 20 sauces and "Dunked" tenders, wings, and sandwiches. The company is also exploring new beverage options to cater to Gen Z's preferences. By reimagining the restaurant design and embracing a more modern approach, KFC aims to reestablish itself as a leading player in the chicken wars.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
