KFC’s new in store look aims to push ‘freshly prepared’ message
KFC is to launch new in store graphics to improve the perception of its offering and to emphasize the fact that its food is freshly prepared by chefs.
Created by full-service design agency Toast following a competitive pitch, the work will be used throughout the restaurants and includes large-scale graphic panels, information panels, glass panels and posters.
The graphics have been designed to be inter-changeable with existing designs and flexible so to work on both smaller and larger restaurant spaces.
Austin Cooke, development director for KFC CEE said the new look comes in response to customers wanting to know more about where the chain's food comes from. “Toast has seized the brief to come up with some fresh-thinking that will give customers a new insight into what makes KFC such an enjoyable experience," he said. "Their work clearly conveys our core brand values: natural, authentic and high quality, and gives us a platform which we can adopt globally in the future.”
Toast worked with KFC to develop the solution in the hope of creating a "dynamic and youthful" feel whilst still remaining true to the KFC brand.
Simon Browne, Toast’s head of brand strategy added that when approaching such a well-recognised global brand it would have been easy to take a conservative route to avoid “addressing the key issues”.
He said: “[But] we believe in solving challenges not avoiding them. It was this pragmatic approach that allowed us to create a solution that injects a new level of creativity in combination with the best elements of the existing materials.”
The graphics will initially be seen in Central and Eastern Europe.