Saucy!

BEFORE

Project Scope: Saucy!, a new concept created by KFC (Dallas), aims to be a tech-forward, brand-immersive dining experience for Gen Z while maintaining the family-friendly branding KFC is known for. This meant a renovation of a former KFC restaurant in Orlando, Fla., into the first Saucy! experience. Designed in collaboration with ROWE (Columbus, Ohio), the renovation wasn’t just a refresh, according to Ashley Randolph, Creative Director of Experience & Environments, ROWE, “it was a revolution. New brand, new design, new operations … By tying Saucy! to KFC, we were able to leverage their existing brand attribution, making us a trusted concept for demographics outside of Gen Z.”

Goals and Objectives:

• Create a playful interior using a bright, energetic color palette and mix-matched geometric shapes and pinstripes.
• Stay true to the brand language.
• Streamline operations with a simulation program to determine ideal temperatures and cook times.
• Subvert the stereotypical idea of a QSR.

AFTER

Unique Concept: Upon arrival, customers are submerged in a vibrant but welcoming interior mixed with pink and red hues in chunky organic shapes alongside neon stripes. “In a crowded landscape of quick-service dining, Saucy! intentionally set itself apart,”says Randolph. This included design nods to KFC, “while flipping the script and creating bold and vibrant use of color that put our vibes on full display.” Guests can order on digital kiosks and decide if they want to personalize their meals, while a computer program in the back-of-house uses a digital model of the restaurant to run real-world simulations, crafting algorithms to streamline operations.

PHOTO GALLERY (10 IMAGES)