KFC is implementing a global brand overhaul that emphasizes boneless chicken and a bold menu revamp. The new strategy includes larger, juicier, and crispier chicken tenders alongside a global expansion of sauce varieties to more than 20 options, including new flavors like chimichurri ranch [1, 2].

The brand introduced a new menu line called "Dunked," featuring tenders, wings, and sandwiches drenched in sauce, which launched in South Africa and India [1]. In addition, KFC is expanding its specialty beverage offerings with the "Kwench by KFC" sub-brand that includes boba tea, sparkling lemonade, and iced coffee [1].

The rollout of the upgraded tenders and sauces began in the UK and Ireland in June 2026 and extended to Australia and the US during the summer of 2026 [1]. KFC operates more than 34,000 restaurants across 151 countries, with global sales generally rising except in the US, where competition from brands like Raising Cane's, Dave's Hot Chicken, Chick-fil-A, and Popeyes has driven a sales slump [1, 2].

Scott Mezvinsky, KFC’s global CEO, said, "In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR." He added the company aims to keep pace with consumer demands to define the modern chicken quick-service restaurant [1, 2]. Christophe Poirier, KFC’s chief concept officer, noted, "We are moving from chicken-on-the bone to more and more boneless chicken," highlighting the shift in product focus [1].

Val Koropeckyj, KFC’s global chief marketing officer, commented on the brand’s identity, saying, "The worst thing we can do is stand still — but the other thing that we can't do is just completely change who we are," emphasizing a balance between modernization and maintaining nostalgia [2]. Academic expert Usha Haley described KFC as "a global brand with an American problem, rather than an American brand with global ambitions" to reflect the challenges in the US market [2].

KFC’s new strategy also involves upgrades in menu, digital engagement, and more immersive restaurant experiences following the "Kentucky Fried Comeback" campaign launched in 2025 to address US sales declines [2].

The chain will continue its phased rollout of new products and experiences in key markets through the latter half of 2026 [1].