KFC just opened something bold. On October 31, the world's first KFC Muse launched in Jumeirah Beach Residence (JBR), Dubai. It's a fully immersive, two-story restaurant built around how people want to eat today.
Dubai isn't a random pick, either. As appetite for chicken grows across the region, the brand wants to modernize its image, and this city dares to imagine the extraordinary.
At the center sits the Kinetic Bucket, a live canvas that orchestrates content, light, and sound. Consequently, the space feels alive and responsive.
Meanwhile, the new visual identity takes the spotlight, yet the brand's legacy still shines through.
Next, let's talk drinks. KWENCH by KFC makes its UAE debut here, serving Boba Refreshers, Krunch Shakes, Sparkling Lemonades, and Iced Coffees.
Then there's KFC MIX'D. You pick your chicken, add sauces, finish with a sprinkle, and mix it all together. In other words, you're in control.
Scott Mezvinky, Global CEO of KFC, calls this the shift from QSR to QXR: quality experience restaurant. Likewise, Mohamed Alabbar of Americana Restaurants says the goal is an experience the world has never seen.
Finally, Seoul gets its own KFC Muse by year's end. Altogether, expect more immersive restaurants worldwide.
