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KFC's "Saucy" Concept Targets Gen Z with Customizable Tenders

Food and Beverages

Business Honor
19 December, 2024

KFC’s Saucy concept in Orlando offers customizable tenders and sauces to appeal to Gen Z.

KFC is rolling out a new concept in Orlando called Saucy, centered around chicken tenders and 11 new sauces the company is hoping will appeal to Gen Z. Opening Monday, the restaurant replaces KFC's traditional red branding with a bold pink exterior and modern, vibrant interior. Saucy's is more about boneless chicken with flexible tenders with spicy and sweet sauces such as jalapeño pesto ranch, creole honey mustard, teriyaki, and Thai sweet and spicy. Slimmed-down menu - sandwiches, sides, fruity beverages, and new desserts.

The decision is in the wake of struggles KFC has had in the sales of its American locations, which have seen sales decline for a number of quarters. KFC is now trying to reconnect with younger diners by rebranding the iconic slogan "finger lickin' good." This is part of an effort to challenge trendier chicken chains, such as Wingstop and Raising Cane's, who have successfully marketed themselves to younger crowds.

The Saucy place will be equipped with high-tech ordering kiosks, vibrant colors in seating, and even live entertainment spaces. KFC will also have a drive-thru with orders taken at the kiosk. This location of focus on sauces and personalization enables KFC to really simplify its menu while allowing a personalized experience for its customers.

The launch of Saucy as an independent brand is, in itself, a test. It will allow KFC to experiment and gather insight without the burden of the old menu. This is similar to efforts by Yum Brands' Taco Bell, which has recently opened a cafe specializing in specialty drinks and snacks. If Saucy succeeds, it may be developed into more locations, creating an innovation testbed in the fast food industry.