KFC, the global fried chicken chain, has opened a new restaurant concept called "Open House" in McKinney, Texas, as part of its effort to regain a stronger position in the U.S. market. This new location, which opened recently, is notable for offering breakfast for the first time in the United States and staying open late into the evening. The menu includes new drinks like boba-filled refreshers and crunchy-topped milkshakes, along with an expanded selection of chicken tenders, sauces, and side dishes such as fried green beans and spicy pickles. The restaurant also features modern conveniences like double drive-thru lanes and a mobile order pickup station, but it is designed to encourage customers to stay and enjoy the experience. After placing an order at a digital kiosk, customers can sit and wait for employees to bring their food to the table. Additional features include a photo booth and a counter selling branded merchandise. KFC is trying to shift the fast-food experience toward something more engaging and experiential, similar to the concept seen in its new Texas restaurant and in multi-story flagship locations planned for cities like Dubai, Seoul, and London. Christophe Poirier, KFC's Chief Concept Officer, explained that the company is using technology to automate tasks like ordering, allowing employees to focus on hospitality. The goal is to make KFC feel more like an Apple Store or a luxury retailer, with a focus on customer service rather than the long lines and stressed staff common in traditional fast-food settings. Poirier said the idea is to make customers feel like they were treated like royalty during their visit. KFC, which was founded in Kentucky in 1930 by Harland Sanders, has seen significant growth outside the U.S., with over 34,000 restaurants in more than 150 countries. A new KFC location opens every 3 1/2 hours, and China alone accounts for nearly 40% of all KFC restaurants worldwide. However, the company has faced challenges in the U.S., where sales have declined as competitors like Chick-fil-A, Popeyes, Raising Cane's, Dave’s Hot Chicken, and Wingstop have gained market share. McDonald's has also introduced hand-breaded chicken in the U.S., and Long John Silver’s has added fried chicken wings to its menu. According to Technomic, KFC's share of the U.S. chicken-chain sales dropped from 20% in 2015 to 8% in 2025, even as overall chicken-chain sales more than doubled to $57.7 billion. KFC is trying to attract younger customers without alienating its older fan base, but some view the brand as outdated. Neil Saunders of GlobalData noted that some KFC locations lack a contemporary feel. In an effort to improve its image, KFC has closed 529 U.S. restaurants since the start of 2022 and has experimented with its menu. A small concept store in Florida called Saucy by KFC, which opened in 2024, has been used to develop a portfolio of 20 sauces and improve chicken tenders. Beverages have also become a focus, as research shows younger consumers often choose restaurants based on drink options. KFC plans to continue offering traditional items like bone-in chicken and sides like gravy while expanding its menu choices.