KFC is putting boneless chicken, sauces and drinks at the center of a global refresh as it tries to regain ground in a crowded chicken market.
KFC is putting boneless chicken, expanded sauces and a new drink platform at the center of a global strategy meant to sharpen its position in an increasingly crowded fast-food chicken market.
The Yum Brands chain unveiled what it described as its next chapter Monday, with plans to update its tenders, add more sauced items, introduce a drink sub-brand and redesign some restaurants for a more experience-driven visit. The push comes as KFC faces pressure from both newer chicken chains and larger rivals, including McDonald’s, that are leaning harder into chicken’s global popularity.
“In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR,” KFC Global CEO Scott Mezvinsky said in a statement.
The menu shift centers on boneless chicken. KFC plans to broaden its boneless offerings and change the recipe for its existing tenders. Christophe Poirier, KFC’s chief concept officer, told CNBC the chain is moving “from chicken-on-the bone to more and more boneless chicken,” while aiming to make its tenders bigger, juicier and crispier.
Sauces are another major part of the plan. KFC’s “global sauce pantry” now includes more than 20 varieties, including combinations of familiar sauces and newer flavors such as chimichurri ranch. The chain is also launching a “Dunked” menu line built around tenders, wings and sandwiches served drenched in sauce; those items are already available in South Africa and India.
The rollout will start this month in the United Kingdom and Ireland, where restaurants are set to introduce the new tenders and nine sauces. Australia and the United States are expected to follow later this summer, with more markets planned through the rest of the year.
KFC is also moving further into drinks through Kwench by KFC, a sub-brand that includes boba refreshers, sparkling lemonades and iced coffees. Select restaurants in Ireland and Britain already carry Kwench drinks, and Australia and Canada are expected to add them to permanent menus this year.
The changes extend beyond food. KFC plans to open an open-concept restaurant in McKinney, Texas, this summer and an immersive two-story location in Dubai in September. The company is also refreshing its branding, including its logo, bucket and Colonel Sanders mascot.
The stakes are clearest in the U.S., where KFC has lost ground. Barclays data cited by CNBC shows KFC’s share of the U.S. chicken quick-service restaurant market fell from 16% in 2021 to 9.4% in 2024, dropping the chain from second place to fourth behind Chick-fil-A, Popeyes and Raising Cane’s.
KFC remains a major global restaurant brand, with more than 34,000 locations worldwide, and Yum considers KFC International one of its growth engines alongside Taco Bell. In its latest quarter, KFC reported 2% same-store sales growth. In the U.S., where Yum appointed Catherine Tan-Gillespie as president more than a year ago, recent turnaround efforts have included more value meals and a renewed emphasis on Colonel Sanders.
The next test is whether the new tenders, drinks and store formats can translate into sustained momentum in the markets where KFC has been losing share.
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