KFC opens its first Muse restaurant in Dubai as it moves towards experience-led dining.
KFC has opened the first restaurant in its new Muse format at Jumeirah Beach Residence (JBR) in Dubai, a concept built around design, technology and customer interaction. The brand says Seoul will get the second Muse site by the end of 2026.
The two-storey restaurant, launched with Americana Restaurants, opened at the end of October; KFC's release set 31 October as opening day. Campaign Middle East describes it as the first site to bring the brand's updated identity together in one place, and KFC's announcement says it is centred on a "Kinetic Bucket" installation that coordinates content, light and sound. It also marks the UAE debut of KWENCH by KFC, a specialty drinks line covering Boba Refreshers, Krunch Shakes, Sparkling Lemonades and Iced Coffees, and of KFC MIX'D, which lets customers pick their chicken, add sauces and toppings and mix them together. Campaign Middle East reports that digital features allow visitors to interact with the space, collect points and redeem rewards.
KFC's global CEO, Scott Mezvinsky, presents Muse as a shift from the quick-service restaurant (QSR) model to what the brand calls QXR, or quality experience restaurant, aiming for a more immersive visit while keeping the value and speed of fast food. Ahmed Arafa, chief marketing officer of KFC MENAPAKT & CCA, told Campaign Middle East the concept is designed around younger consumers and how they want to eat chicken, and is meant to give existing customers new reasons to visit rather than only to win them from rivals in a crowded category.
KFC has not disclosed what the restaurant cost, how many Muse sites it plans after Seoul, or whether other Gulf markets such as Saudi Arabia are in line for one. The company says the Dubai and Seoul sites will guide how it builds and remodels restaurants in other markets.
For marketers in Saudi Arabia and the Gulf, the launch shows a global chain using a Gulf city as the test bed for its flagship format, and treating the restaurant itself as a channel for content, loyalty and new menu occasions such as drinks between meals.
Why it matters
A global fast-food chain picked Dubai to pilot its flagship format, treating the restaurant itself as a channel for content, loyalty rewards and new menu occasions.
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