Image courtesy of KFC
The Colonel is getting a makeover.
KFC is changing its look, and its owner Yum! Brands has teamed up with FRCH Design Worldwide for its brand refresh. Their goal is, “to give the brand a modern look that captures the Colonel’s vintage flavor while marking a stark departure from the chain’s early décor,” according to QSR Magazine.
FRCH’s multi-year revitalization strategy involves refreshing 70 percent of the brand’s 4,500 retail stores by the end of 2017. The first new store design was tested in 2014, and since then sales have risen by 3 percent for the brand. KFC has invested $185 million in domestic franchised KFC stores starting in 2015 to meet the challenges presented by a growing number of competitors.
The new store design has a “carnival-esque spirit,” and prominently features the colonel’s image front and center on the restaurant’s exterior. Paul Lechleiter, chief creative officer at FRCH, says, “We saw the chance to highlight Sanders’ playfulness and outsized personality along with the brand’s traditional focus on hospitality.”