KFC Opens Immersive Restaurant Concept in Dubai

This past weekend in Dubai, KFC introduced KFC Muse, its new global flagship restaurant design. KFC Muse is an immersive, two-story restaurant that KFC says showcases “one of the boldest expressions of the brand’s next-generation restaurant design.” The brand says it aims to design around hospitality, not just efficiency, moving from static spaces to dynamic environments that adapt throughout the day.

At the center of KFC Muse is the Kinetic Bucket, a live canvas that orchestrates content, light and sound to set the mood and keep the environment feeling alive, responsive and in motion. KFC Muse also features KWENCH by KFC, the brand’s new specialty beverage line, and KFC MIX’D, a mix-your-own chicken experience—both making their UAE debut. With KFC MIX’D, guests can pick their chicken, top it with sauces, add a finishing sprinkle and then mix it all together.

“As we set the standard for the modern chicken QSR, we’re disrupting conventions—moving from QSR, quick service restaurant, to QXR: quality experience restaurant,” says Scott Mezvinky, global CEO of KFC, in the release. “That’s why we created KFC Muse, an immersive, kinetic restaurant that delivers the experience modern consumers are craving, while retaining the value and efficiency QSR is known for.”

Mezvinky says KFC chose Dubai for the launch because it reflects the ambition the team has to modernize the brand across the MENA region and beyond. Next up, a KFC Muse restaurant will open in Seoul by the end of the year.

Part of Yum Brands, KFC has more than 34,000 restaurants in over 150 countries. In September, it opened a concept called Open House in Texas that will serve as a test site for its 3,500-plus U.S. restaurants.