KFC's ownership plans a radical change after what happened in the United States

KFC is going through a difficult time in its main market: the United States. Despite being one of the most well-known fast-food chains, the brand has lost market share. To reverse this situation, the company is betting on a new concept: "Saucy".

Drop in Sales in the United States

KFC has had poor performance in the United States. In the first quarter of 2025, the chain reported a 1% drop in comparable sales. Meanwhile, other competitors, like Taco Bell, experienced growth. This drop is concerning, as the U.S. market is key for the brand.

The number of KFC restaurants has also decreased. Last year, the chain closed 123 stores, and in 2023 it closed 127. This decline is an indication that competition has been gaining ground, and that KFC needs an urgent renewal.

KFC's "Saucy" Model

In response to this situation, KFC has decided to try the "Saucy" model. This concept focuses on offering chicken tenders accompanied by 11 different sauces and various drink options. Despite being a recent project, the results in pilot stores have been positive. In these locations, sales are above the system average.

KFC's CEO, David Gibbs, has pointed out that this concept has performed outstandingly. In fact, the company plans to expand it to at least 20 new locations. The expansion will focus on strategic places that allow for marketing synergies, based on the geographical proximity of the stores.

A Necessary Transformation

The "Saucy" model not only seeks to diversify KFC's menu but also to change its brand identity. The approach is similar to what Taco Bell implemented with its Cantina units.

These stores not only serve as restaurants but also as spaces to test new products and elevate the brand's image. KFC hopes that "Saucy" will fulfill the same function, helping to attract new customers.

The concept is designed to offer something different in the saturated fast-food market. Through a more specialized offering, like chicken tenders with a wide variety of sauces, KFC hopes to capture consumers' attention and regain its competitiveness.

KFC's Ownership Could Change

KFC is not only struggling with competition but also with stagnant growth. Yum Brands, the parent company of KFC, Taco Bell, and Pizza Hut, has seen Taco Bell remain the main driver in the United States. Meanwhile, KFC has struggled to generate sales growth.

This has led some analysts to speculate that the company might need a deeper restructuring, including a possible brand transformation.

KFC has lost ground in the United States, but the "Saucy" concept could be the key to reversing this trend. If this model works, it could change the brand's image and regain its relevance in the market.