Key facts
- KFC's global chief concept officer, Christophe Poirier, believes brands are overly focused on Gen Z.
- Poirier advocates for brands to remain relevant across all generations rather than targeting a specific demographic.
- KFC is undergoing a global brand overhaul, including new menu items and a beverage platform called Kwench by KFC.
- The company aims for continuous evolution to maintain relevance over time.
- Recent trends indicate positive year-over-year growth in KFC visits per location in the US.
KFC's global chief concept officer, Christophe Poirier, has stated that brands are too focused on appealing to Generation Z, arguing that the goal should be to remain relevant across all generations. Poirier believes that brands can become too fixated on chasing a specific demographic, and that KFC's strategy is to adapt to changing consumer habits without losing its core identity.
KFC is currently implementing a sweeping global overhaul that includes new menu items, such as Chimichurri Ranch and Hot Honey sauces, and a new drink lineup called Kwench by KFC, featuring boba refreshers, lemonades, iced coffees, and shakes. The company aims for constant evolution to stay 'forever young' and relevant.
This philosophy comes as KFC has been working to regain momentum in the U.S. market, with recent data suggesting positive year-over-year growth in visits per location since August 2025. This progress has been attributed to menu innovation, value offers, and the return of popular items.
Poirier cited Pixar as an example of a brand that successfully appeals to multiple age groups, suggesting that KFC should aim for a similar broad appeal, ensuring that both children and older generations can find something they enjoy.
Industry experts note that younger consumers increasingly seek customization and novelty from restaurants. Poirier's approach aims to ensure KFC's long-term relevance beyond the current Gen Z consumer cohort.