The Fresh New Flavor
THE CHALLENGE:
Kentucky Fried Chicken was experiencing lagging sales and realized the need to reinvent itself. KFC wanted to shed their image of being old-fashioned and unhealthy and transform into a hip Southern brand. They chose FRCH to help them re-energize their restaurant design and attract a younger, on-the-go consumer.
THE RESOLUTION:
Holding true to Kentucky Fried Chicken's Southern roots, we created their new restaurant design around the concept of "old-school cool." We eliminated the acronym and designed their interiors with picnic-style tables, one-of-a-kind bucket lighting and bold, branded murals with a "younger" image of the Colonel. We modernized the building with bright red paint, metal finishes and urban artwork. For added retro-cool, we also featured neon lights and a free, digital jukebox. At the new cash-wrap, we placed bottled beverages, fresh fruit, and salads within easy reach of the health-conscious consumer. Since opening, the store has seen a dramatic increase in sales, leading Kentucky Fried Chicken to open 300 additional restaurants in the three years following this prototype design.
