Last June, KFC presented its new brand identity, a symbol of the new stage of growth that it has launched and that, in addition to the rebranding, includes the renewal of the menu and new store designs with the intention of enhancing the relevance and expressiveness of the brand in an increasingly competitive category. As part of all these efforts, KFC Muse, its immersive restaurant concept, has opened in Dubai.
Located in the residential neighborhood of Jumeirah Beach Residence (JBR), the establishment is designed, as explained by the brand in a statement, to transform the fast food restaurant sector through a modern, dynamic gastronomic experience adapted to current consumer preferences. The company assures that the concept will allow KFC to evolve from the QSR (Quick Service Restaurant) concept to the QXR, that is, Quality Experience Restaurant.
Original post by Americana Restaurants on LinkedIn.
“By setting the standard for modern QSR restaurants, we’re breaking with convention” commented Scott Mezvinky, Global CEO of KFC. “PThat’s why we created KFC Muse, an immersive and dynamic restaurant that offers the experience that today’s consumers are looking for, while maintaining the value and efficiency that characterize QSRs.”.
The establishment, which has two floors, stands out for the so-called Kinetic Bucket, which adorns the façade of the establishment and proposes a combination of lighting and changing sound to create a lively atmosphere for different consumption occasions. The interior integrates the brand’s new image in an environment with an innovative, open and diaphanous design that allows the enjoyment of food both individually and collectively. The restaurant has a large central digital screen, as well as self-order stations.
The company ensures that the new restaurant concept focuses on hospitality, and not just efficiency, moving from static spaces to dynamic environments that adapt throughout the day. The objective is to provide lovers of the brand with a meeting point and a place adapted to different moments of consumption. In this sense, the company has expanded its offering beyond fried chicken so that customers find more reasons to choose KFC.
Thus, KFC Muse also represents the deployment of Kwench by KFC, a global beverage platform that aims to enhance KFC’s presence in the beverage offering, following in the footsteps of other brands in the sector such as McDonald’s or Dunkin. It includes soft drinks, lemonades, smoothies or varieties of coffee, expanding the brand’s commitment to indulgence and enjoyment beyond accompanying food.
On the other hand, the opening of the new restaurant has also been accompanied by the presentation of KFC Mix’D, an option for customizing sauces to season fried chicken. Thus, consumers can choose the chicken format they want to enjoy, and add extra sauces and dressings that they can mix and discover new flavors.
Original post by dida_abir on Instagram
The restaurant was inaugurated on October 31 in an event that was attended by company executives, consumers and influencers and content creators, who have shared their experience on social networks. Attendees of the meeting were able to enjoy the new KFC drinks and sauces, as well as customize merchandising items, such as hats or soda glasses; or take pictures in a photo booth.
Original publications of asad_reyan and Desiree Leoren on Instagram
As explained by the brand, Muse will serve as a reference for the construction or remodeling of KFC restaurants on a global scale, always adapting to the particularities of each local environment. The new opening will allow exploring new ways to take advantage of screens in a more immersive way and to ensure that each stage of the customer journey aligns with the spirit of hospitality that KFC wishes to embody.
In this regard, the location of Muse will be key. KFC assures that Dubai is a cosmopolitan and demanding market in terms of hospitality, which is why it has been selected to launch the new concept. “Introducing the world’s first KFC Muse, bringing our QXR vision to life through iconic dining offerings, immersive design and exceptional hospitality“said Mohamed Alabbar, president of Americana Restaurant, KFC operator in the Middle East. “Our ambition is bold, but simple: take everything the world loves about KFC and transform it into an experience never seen before.”.
In this sense, KFC’s plan is to open another Muse in Seoul by the end of this year. Both establishments will serve as inspiration for KFC’s future construction and remodeling of immersive and dynamic restaurants on a global scale, and reflect the brand’s ambition to modernize and lead the category.
