Forget brand collabs, the big trend in branding in 2024 was offshoots. And they don’t necessarily have to look anything like the core brand, as KFC has just demonstrated with the unveiling of Saucy.
KFC’s Saucy: A Bold New Concept
The surprising new store concept in Orlando, Florida, is bold and pink and looks like it could be something more risque than a fast-food joint. The verdict’s not yet in on whether it’s finger lickin’ good.
What’s Saucy?
Saucy drops KFC’s familiar red color palette in favor of hot pink and abandons old Colonel Sanders for a bouncy curvaceous logotype designed to represent the unbridled fun and sensual fluidity inherent in sauce. Perhaps.
The Menu
Are they actually going to serve any chicken with that sauce?, I hear you ask. Yes, they will, in the form of chicken tenders. These will be available with a choice of 11 dips – a subtle reference to KFC’s 11 spices and herbs in its fried chicken, and one of the only nods to KFC that you’ll find other than the ‘by KFC’ on the sign.
More than Just Chicken
The sauces range from jalapeño pesto ranch and creole honey mustard to teriyaki and Thai sweet and spicy. The streamlined menu will also feature Hawaiian rolls and crinkle cut fries, sandwiches, other sides and desserts.
What’s the Atmosphere Like?
The pink and red interior has digital kiosks for ordering and a space for live entertainment. There’s also a drive-thru, and we’re told there will be some AI-driven tech involved (we’ll see if they manage to avoid the McDonald’s AI Drive-Thru debacle).
The Reason Behind Saucy
The experiment can be seen as an attempt to test new ideas as KFC looks for ways to appeal to Gen-Z diners amid falling sales and competition from hipper brands like Wingstop, Raising Cane’s Tenders or Chicken Guy.
A Trend Across the Fast-Food Sector
It’s a trend we’ve seen across the fast-food sector. Taco Bell launched its Live Más Cafe near San Diego this month and McDonald’s is expanding its CosMc’s offshoot. It doesn’t always work though. IHOP abandoned its fast-casual brand Flip’d last year.
Conclusion
KFC’s Saucy is an attempt to shake things up and appeal to a new generation of customers. While it’s an interesting concept, only time will tell if it’s a success. Will Saucy become a beloved brand in its own right, or will it struggle to find its footing? Only time will tell.
FAQs
Q: What is Saucy?
A: Saucy is a new fast-food concept from KFC that offers a bold and pink interior, a streamlined menu, and a focus on sauces and dips.
Q: What kind of food does Saucy serve?
A: Saucy serves chicken tenders with a choice of 11 dips, as well as sandwiches, sides, and desserts.
Q: Is Saucy a part of KFC?
A: Yes, Saucy is a part of KFC, but it’s designed to be a distinct and separate brand.
Q: Will Saucy expand to other locations?
A: KFC has announced that it may expand Saucy to other locations if the concept is successful.
