KFC's "finger lickin' good" slogan usually refers to chicken, but it's taking on different meanings at its newest location. Sauce and dips are set to star at "Saucy," which opens next Monday, December 23, 2024, in Orlando, Florida. This prototype restaurant, which deviates from the chain's signature red decor to embrace pink, centers on 11 new dips and chicken tenders — both favorites of Gen-Z eaters who are craving adventurous flavors and boneless chicken.
The launch of Saucy marks KFC's response to the challenging times the Yum Brands-owned chain is facing, having posted several consecutive quarters of declines across its U.S. restaurants. Attempts at value meals and limited-time offerings haven't quite connected with consumers, leading to struggles against trendier competitors like Wingstop and Raising Cane's.
According to Christophe Poirier, KFC's chief concept officer, this new concept revolves around modernizing the "finger lickin' good" slogan. "Building on this modernized ‘finger lickin’ good,’ we came up with a new vision, which is a lot of sauces, color, and drinks," said Poirier. "It's targeted to Gen Z. Tenders are appealing to younger eaters because they are easy to eat on the go and can be generously customized." Research from Technomic Ignite shows the availability of chicken tenders has grown more than 5% over the past five years, underscoring their popularity.
A nod to KFC’s renowned blend of 11 herbs and spices, Saucy will debut with the same number of sauces served in flights of four. These range from spicy options like jalapeño pesto ranch and creole honey mustard to sweeter flavors such as teriyaki and Thai sweet and spicy. R.J. Hottovy, head of analytical research at Placer.ai, noted, "Sauces have become a key driver of innovation across the fast food industry. Saucy should help KFC modernize its brand and align with current industry trends." He added, "By broadening its sauce options, KFC can maintain a streamlined menu, similar to its competitors, providing customers the ability to customize their orders according to their taste preferences."
Saucy will also feature a more limited menu than KFC's flagship, focusing on sandwiches, new desserts, fruity beverages, and sides like toasted rolls, fries, and coleslaw. The interior layout includes kiosks for ordering, bright color schemes with seating arrangements, and spaces for live entertainment, all underlined by the restaurant's new pink exterior adorned with the Saucy logo. Order options extend through the drive-thru as well.
With plans for expansion remaining tentative, the initial Saucy location allows KFC to gather extensive learnings, as Poirier articulated, allowing the brand to innovate extraneously from typical associations with KFC. This strategy is reminiscent of another Yum Brands franchise, Taco Bell, which recently opened a new cafe focused on specialty beverages and snacks, emulating the success of McDonald's CosMc's.
David Henkes, senior principal and head of strategic partnerships for Technomic, elaborated on the trend, stating, "Chains are opening standalone concepts as incubators for innovation. This provides them the chance to explore new ideas not typically aligned with their chain menu." Although many attempts to launch standalone concepts have met with failure — as was the case with IHOP’s fast-casual offshoot, Flip’d, which ended after two years — KFC hopes to carve its niche with Saucy.
The excitement surrounding this new venture is palpable, particularly among younger consumers. KFC's Saucy is already gaining traction online, with TikTok users loving the unique focus on sauces. Hundreds of videos praising the new restaurant circulating on social media platforms have already drawn attention. Some fans express their willingness to drive from afar just to experience the new flavors and options available at Saucy.
For patrons interested, the Saucy menu includes chicken tenders, which can be paired with a four-sauce sampling flight, toasted Hawaiian rolls, crinkle-cut fries, coleslaw, EZ Crispy Sandwich, and the Spicy Queso Crunch Sandwich. Dessert offerings feature delectable treats such as chocolate mousse cake and key lime cake.
Focusing on the drink menu, KFC's Saucy will offer exciting options, including Passion Fruit + Orange + Guava Refresher, Hot Honey Watermelon Refresher, Peach-Mango Lemonade and Freeze, and various iced tea flavors.
The buzz around KFC's Saucy not only suggests potential for success but also hints at the fast food chain's ability to re-establish itself as a contender against other popular chicken chains. The future expansion of Saucy locations across America is highly anticipated, with many curious to see how KFC will continue to navigate through its brand's transformation.
