Magazine article Marketing

KFC Redesigns Outlets with 'Soul Food' Theme

Magazine article Marketing

KFC Redesigns Outlets with 'Soul Food' Theme

Article excerpt

KFC is overhauling its 618 UK restaurants to integrate its 'Soul food' ad positioning into the wider business.

The fast-food brand is also reviewing the look of its product packaging and staff uniforms as part of the overhaul, which will be unveiled by February 2004.

The revamped restaurants are being developed by Checkland Kindleysides, the design agency responsible for Levi's store interiors.

It will use natural colours and large refectory-style tables to create a relaxed environment conducive to sharing food - a positioning promoted through the 'Soul food' ads.

The design will also reflect the brand's origins in the southern states of the US in the 50s, with product packaging and staff uniforms likely to be overhauled to reflect the traditional values of the brand.

No decision has yet been made on whether KFC's Colonel will remain on packaging, but if it does, it will be an understated 'stamp of approval', rather than a cartoon character. …

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