KFC is entering a new phase of its global business with a sharper focus on boneless chicken, bold sauces and more modern restaurant experiences.

The quick-service giant says the shift is designed to answer changing consumer tastes while strengthening the brand’s place in an increasingly crowded chicken market.

In a statement released, the company said it is rolling out what it describes as a more flavour-forward experience, starting in the UK and Ireland. The refresh includes new menu items, updated branding and restaurant designs that are meant to feel more dynamic and more relevant to how people eat today.

Scott Mezvinsky, CEO of KFC Global, said the brand sees a clear opening in the market. “In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR,” he said. “This next chapter brings new energy and expression to what makes us iconic, while doubling down on our chicken and reimagining how fans experience KFC around the world.”

At the centre of the new direction is a stronger emphasis on boneless offerings. KFC said it is expanding menu items built for dipping, dunking and solo snacking, alongside a new global sauce pantry featuring more than 20 sauces.

The company said markets will be able to adapt the sauces to local tastes, with examples including Chimichurri Ranch and Hot Honey Habanero.

The brand is also putting more attention on sauce-heavy menu experiences through what it calls Dunked items. These include tenders, wings and sandwiches drenched in sauce, a format KFC said is already available in South Africa and India and reflects growing demand for more indulgent fast-food choices.

Beyond food, KFC is broadening its beverage strategy through KWENCH by KFC, a platform that includes Boba Refreshers, Krunch Shakes, Sparkling Lemonades and Iced Coffees. The company said the beverage line is intended to create more everyday moments of indulgence and give customers reasons to engage with the brand beyond mealtimes.

The company is also redesigning its restaurants to feel less purely functional and more hospitable. New formats will include an open-concept restaurant in McKinney, Texas, and a two-storey location in Dubai, both intended to showcase the next stage of the brand’s design language. KFC said the updated visual identity will continue to centre the bucket, the Colonel and its long-running “Finger Lickin’ Good” message while giving the brand a more modern expression.