Full Breakdown
KFC Tests New “Open House” Concept in Texas
By Drooid · · How we work
Launch of an Experimental Restaurant
KFC is opening a 3,400-square-foot prototype called Open House in McKinney, Texas. The location will operate from early morning to midnight, offering breakfast items, late-night fare, table service, dual drive-thru lanes, self-ordering kiosks and a “Swag Bar” with exclusive merchandise. The company describes the site as a real-world laboratory to identify ideas that could be rolled out to its nationwide system.
Background & Context
KFC, a Yum Brands subsidiary, has been working to regain market share after falling behind rivals such as Chick-fil-A, Popeyes, Raising Cane’s and Wingstop. A recent Yum Brands second-quarter earnings release noted a 2 % same-store sales growth for KFC, while QSR Magazine ranked the chain fifth among U.S. fast-food chicken brands. The Open House concept follows a broader brand refresh that emphasizes boneless chicken, expanded sauce selections and a shift toward “fast-casual” experiences without raising prices.
Data & Statistics
- Size & Capacity: 3,400 sq ft; seating for 52 guests (standard KFC locations range from 1,700-3,000 sq ft).
- Operating Hours: 6 a.m. – midnight, allowing tests of breakfast, brunch, dinner and late-night menus.
- Menu Additions: Breakfast sandwiches, mini cronuts, hashbrown sticks, boba refreshers, Krunch shakes, fried green beans, spicy pickles, and new sauces such as Jalapeño Ranch and Garlic Parmesan.
- Technology: Dual drive-thru lanes, a dedicated mobile-pickup lane, self-service kiosks and the Byte point-of-sale platform used across Yum Brands.
- Performance Goal: The restaurant is intended to maximize “AUV” (average unit volume) by expanding dayparts, menu options and customer experiences.
Official Statements & Responses
The company plans to evaluate breakfast and late-night sales, the efficiency of new kitchen equipment, and the appeal of table service before deciding whether to scale successful elements nationally. If the experiments prove profitable, KFC will “look to scale them nationally,” she added.
Verbatim Quotes
- “There is a massive love for this American icon,” — Catherine Tan-Gillespie, president
- “We sat back and said, you know, if the Colonel were building a restaurant from scratch today, what would this look like?” — Catherine Tan-Gillespie, president
- “For me, the philosophy is that we should be digital where it's helpful, but human where it matters,” — Catherine Tan-Gillespie, president
- “It's the Kentucky Fried comeback made real in one restaurant,” — Catherine Tan-Gillespie, president
- “The premise commercially behind this restaurant is called ‘AUV-maxxing,’” — Catherine Tan-Gillespie, president
Why It Matters
The Open House test tackles two persistent challenges for KFC: converting nostalgic brand love into present-day purchase decisions and expanding beyond the traditional dinner-and-lunch focus. By trialing a broader menu, extended hours and a more experiential dine-in environment, KFC hopes to increase average ticket size and attract new customer segments. Successful elements could be replicated across the chain, potentially boosting the modest same-store sales growth reported in the latest earnings period.
What’s Next
KFC will monitor sales, labor efficiency and guest feedback throughout the first months of operation. A decision on broader rollout is expected after the initial testing phase concludes.