KFC Interior Design
I-AM worked with KFC on upgrades to their experience as part of a project to ensure the brand stays compelling, relevant and expresses its points of difference in a fast-evolving food and beverage retail scene. Our experience in the sphere of ‘Fast Casual’ food service came together with innovations by KFC in servery processes, resulting in a space that communicates the core positioning of ‘Always Original’, realness and a passion for great, freshly prepared food that brings people together.
KFC Communications Strategy
The focus areas were:
- Servery counter: ensuring customers intuitively understood the ‘select’ and ‘collect’ process, at the same time as being triggered to appreciate and order the developing hot drinks, breakfast and sweet treats offer. This brought together communications, physical layout and materials.
- Dining zones: introducing more variety of seating options and multi-sensory ambience, making customers feel more at home whilst creating a sense of gathering
- Suite of communications: expressing the sense of coming together and sharing, visualising freshness and freshly prepared, and communicating key community and sustainability points of difference
The resulting restaurant design palette positions KFC as a meeting point between fast food and fast casual experiential dining, embracing a broad spectrum of consumers and meaning that KFC sets a new standard by bringing to life its core values as a spatial experience.