KFC, renowned for its "finger lickin' good" tagline, is set to redefine this phrase with the launch of "Saucy," a new prototype restaurant in Orlando that deviates from the brand's classic red and embraces a vibrant pink theme. Slated to open next Monday, Saucy is designed to spotlight 11 innovative dips and chicken tenders, catering to the adventurous palates and boneless chicken preferences of Generation Z.

This initiative comes at a time when KFC, part of Yum Brands, has been facing a series of declines in its US restaurant performance, with previous attempts at value meals and limited-time offers failing to connect with consumers amidst competition from more trendy chicken chains like Wingstop and Raising Cane's.

Christophe Poirier, KFC's Chief Concept Officer, explains that Saucy aims to contemporize the "finger lickin' good" slogan by emphasizing one of KFC's most iconic offerings—chicken tenders. "We envisioned a modernized 'finger lickin' good' with a focus on a variety of sauces, vibrant colors, and an array of beverages," Poirier stated, noting that the concept is tailored specifically for Gen Z. The appeal of tenders to younger demographics is attributed to their portability and the extensive customization options they offer, as indicated by Poirier. Data from Technomic Ignite, a food consulting firm, reveals that the availability of chicken tenders on restaurant menus has increased by over 5% in the past five years.

In a nod to KFC's signature blend of 11 herbs and spices, Saucy will introduce a selection of sauces served in sets of four, ranging from spicy options like jalapeño pesto ranch and creole honey mustard to sweeter choices such as teriyaki and Thai sweet and spicy. R.J. Hottovy, Head of Analytical Research at Placer.ai, identifies sauces as a "key driver" of innovation in the fast-food industry, suggesting that Saucy could help KFC modernize its brand and align with current trends. "By expanding its sauce options, KFC can maintain a streamlined menu akin to its competitors while also allowing customers to personalize their orders to suit their taste preferences," Hottovy commented.

Saucy will offer a streamlined menu compared to KFC's main brand, with a focus on select sandwiches, new desserts, fruity beverages, and sides like toasted rolls, fries, and coleslaw. The restaurant's interior will feature kiosks for ordering, brightly colored seating and tables, and a space designated for live entertainment. The exterior will be adorned in pink with a prominent Saucy logo, subtly indicating its affiliation with the KFC brand. Drive-thru service will also be available for customers' convenience.

Initially, Saucy will have a single location, but there are plans to potentially expand the concept in the future. Poirier explains that launching a standalone concept rather than integrating the ideas into KFC allows the brand to "acquire a wealth of learnings" and provides "the freedom to experiment" without being constrained by preconceived notions of KFC. This approach is also seen with Taco Bell, another Yum Brands chain, which recently opened a new café near San Diego, heavily focused on specialty beverages and snacks aimed at younger customers, likely drawing inspiration from the success of McDonald's-owned CosMc's.

David Henkes, Senior Principal and Head of Strategic Partnerships for Technomic, notes that chains often create such spin-offs as an opportunity to experiment and establish an "incubator" for innovation, allowing them to test ideas that may not fit within the chain's existing menu. However, not all spin-offs are successful; for instance, IHOP's fast-casual concept, Flip’d, was retired after only two years of operation. This story has been updated to include additional developments.