KFC Thailand Launches New Era With Gen Z-Focused Menu
KFC Thailand has launched a 'New Era' strategy targeting Gen Z with a refreshed menu, new store concept at Siam Center, and plans to grow to 1,266 outlets by year‑end. The initiative includes boneless chicken items, six new flavors, and five new dipping sauces, plus technology-driven service upgrades like kiosks and lobby hosts. The flagship Siam Center store opened Oct 6, with delivery via KFC app and Grab starting Nov 3 for three months.
KFC Thailand announced its 'New Era' strategy, aiming to revitalize the fried chicken sector with a comprehensive overhaul of menu, store design, and customer engagement. General Manager Sasipin Juntrakul noted the brand currently leads the country with outlets in all 77 provinces and targets 1,266 stores by the end of the year. Marketing Director Phatra Pattrasuwann explained the changes come from understanding Gen Z consumers, who value taste, experience, and flexibility beyond mere speed. The refreshed menu features boneless chicken items seasoned with special powders, plus options to dunk or dip sauces. Six new flavors—Smoky BBQ, Seoul Hot, New Jai Ded, Garlic Parmesan, White Truffle, and Zabb Spicy—are introduced alongside five new dipping sauces. Popular Grab & Go items such as Double Down, Zinger Burger, and Twister remain, while new additions include Scoop Fries and Matcha Mochi Egg Tart. The first concept store under the new brand identity opened at Siam Center, showcasing the 'Us-niform' staff uniforms, a modern menu, and a design reflecting KFC's contemporary image. Arnath Pukapornrat, Managing Director of The QSR of Asia Ltd., which oversees more than 550 franchises, said the Siam Center location will serve as a model for integrating convenience, speed, and technology, including self‑order kiosks, Just Pick Up points, and Lobby Host staff. The store officially opened for service on October 6, with delivery via the KFC app and exclusive Grab availability starting November 3 for a three‑month period.
