KFC is testing a new restaurant concept with table service

KFC is looking for a new way to be competitive in the fast food market and it includes table service. It has announced it will open a new concept restaurant in McKinney, Texas, later this summer.

Dipping their toes in a new concept

This all stems from the spinoff concept, Saucy, that KFC U.S. launched. Due to its success, Saucy is now expanding outside of Florida, which is a first.

Open House was first mentioned by KFC U.S. president, Catherine Tan-Gillespie.

“We’re taking the idea that we can do all the things with our system, but how do we jolt the system and jump forward a decade?” said Tan-Gillespie.

“What would the reinvention of KFC look like if the (founder) Colonel (Sanders) was here today? How do we take all of his legacy, his DNA, to a next generation concept?”

Getting back to its roots of hospitality

According to Tan-Gillespie, a big driver is the desire for the restaurant to get back to its roots of hospitality. It was a cornerstone of the brand in its early days and years, and played into the customer experience.

“It’s the idea of serving hot chicken in a warm and welcoming environment with a bold new restaurant design. It’s the reinvention of product, promotion, and place," said Tan-Gillespie.

The guiding principle of Open House will be the "four Ps." These are product, promotion, place, and pricing.

Open House details are scarce

As it stands, there aren't many details about Open House being released. There will be a new menu with signature items and new items packaged in unique ways.

Open House is meant to feel different from a traditional KFC, with table service being the big one.

Customers will just need to wait and see

So it looks like customers will need to wait and see what opens up later this summer to get a sense of what Open House will be like. The big question will be how successful the launch is.

Source: Restaurant Business