KFC is testing new breakfast items and a more personalized dining experience at a new restaurant concept called "Open House" in McKinney, a suburb of Dallas. The restaurant, set to open this Saturday, offers a variety of breakfast options such as sandwiches, chicken tenders, hash brown sticks, mini cronuts, hot coffee, and iced lattes. This initiative is part of KFC's broader strategy to innovate and attract more customers in the U.S. restaurant market. Catherine Tan-Gillespie, president of KFC's U.S. stores, explained that the restaurant serves as a test site to see what menu items, services, and operations work best for customers, staff, and the business. Successful ideas from this location will be rolled out across KFC's entire network of restaurants. This new concept aligns with KFC's "Kentucky Fried Comeback" growth plan, launched in July 2025. The plan has already led to three consecutive quarters of sales growth after a seven-quarter decline. Part of this strategy includes introducing new menu items like boneless chicken and dipping sauces, which reflect a broader trend in the restaurant industry to stay competitive and appealing to changing consumer preferences. At the same time, other major fast-food chains are also making changes. McDonald's announced plans to revamp its menu as part of an $8.5 billion modernization effort. This includes testing hand-breaded chicken at various locations. The company has focused on offering affordable options, such as a $5 meal deal, and emphasized value pricing to attract low-income consumers. McDonald's CEO Chris Kempczinski noted that their base menu prices are lower than those of competitors for items like beef, chicken, beverages, and breakfast, which gives the company a strong advantage in the market. Meanwhile, Domino's, a popular pizza chain, completed a major rebrand in late 2025 and launched a new website and app earlier this year. The company also introduced a new rectangular pizza shape called the "Domino" in August. KFC will celebrate the grand opening of its new McKinney concept store on Sunday from 10 a.m. to 2 p.m. CST. The restaurant will be open daily from 6 a.m. to 12 a.m. CST, offering both breakfast and dinner options.