QSA Launches First KFC QXR Prototype Store at Siam Center
QSA has opened Thailand’s first KFC Siam Center store piloting the QXR model, which blends technology with attentive service to redefine quick-service dining. The outlet introduces a Host role, updated branding, customizable menu options, and limited-edition merchandise aimed at modern consumers, especially Gen Z. The launch underscores QSA’s commitment to advancing KFC’s New Era strategy nationwide.
QSA unveiled the KFC Siam Center flagship store as Thailand’s first QXR prototype, aiming to transform quick-service dining into a new experience. The store integrates technology with warm, attentive service, introducing a new “Host” role to greet and assist guests while preserving the personal touch that remains central to KFC’s brand. Designed under the QXR concept, the outlet features modern kiosks, Just Pick-Up service, and a Lobby Host to streamline ordering and enhance convenience without sacrificing hospitality. The restaurant also showcases a refreshed brand identity with updated Colonel Sanders imagery, bucket, logo, and the tagline “Finger Lickin’ Good,” alongside new staff uniforms called “Us‑niform” that blend style and functionality. Menu innovations target Gen Z, offering boneless chicken and customizable flavor options through “Season It,” “Dunk It,” and “Dip It” features, with new sauces such as Smoky BBQ, Seoul Hot, New Jai Ded, Garlic Parmesan, White Truffle, and Zabb Spicy, plus five additional dip sauces. Classic favorites like Double Down, Zinger Burger, and Twister remain, complemented by new items Scoop Fries and Matcha Mochi Egg Tart, while limited-edition Next-Gen merchandise links KFC to contemporary lifestyle trends.
