When a prototypical fast food chain like KFC pushes into the realm of “fast casual,” what do terms like “fast food” and “casual dining” mean nowadays?
Next month, fast-food giant KFC is opening up a new concept restaurant called KFC eleven near the brand’s headquarters in Louisville, Kentucky. Eater Louisville posted a photo of the new restaurant’s logo, which features a silhouette of a chicken and the worlds “KFC eleven” (yes, “eleven” in lowercase) in subdued gray and maroon tones rather than the traditional bright red, white, and black. No Colonel Sanders is to be seen. The concept is supposed to be an upscale extension of KFC, according to the Associated Press, with a menu featuring flatbreads and rice bowls in addition to KFC’s boneless pieces of Original Recipe chicken.
The move is a pretty clear indication that “KFC has Panera envy,” as USA Today put it. KFC is hardly the only fast food chain to be envious of Panera Bread – and Chipotle, and other highly successful brands operating in the fast-casual restaurant category. Continue reading . . .