KFC has opened its first KFC Muse restaurant in Dubai, introducing a new global flagship design that combines immersive dining, interactive technology and expanded food and beverage offerings.
Located at Jumeirah Beach Residence (JBR), the two-storey restaurant is the first ground-up expression of the fast-food chain’s evolved brand identity. The concept is intended to move the business beyond conventional quick-service restaurants towards what KFC describes as quality experience restaurants (QXR).
The restaurant features the Kinetic Bucket, an interactive installation that integrates digital content, lighting and sound to create an environment that changes throughout the day.
The Dubai opening also marks the UAE debut of KWENCH by KFC, the brand’s specialty beverage platform, offering boba refreshers, shakes, sparkling lemonades and iced coffees.
Another new offering, KFC MIX’D, allows customers to customise chicken dishes by selecting their chicken, sauces and toppings before mixing them together.
Mohamed Alabbar, chairman of Americana Restaurants, which operates KFC in the region, said Dubai was an appropriate location for the concept’s global debut, combining the brand’s food offerings with immersive design and hospitality.
Scott Mezvinsky, global chief executive of KFC, said the concept was designed to retain the value and efficiency of quick-service restaurants while placing greater emphasis on the customer experience.
KFC, which operates more than 34,000 restaurants across over 150 countries, plans to open a second Muse restaurant in Seoul by the end of 2026.
The Dubai and Seoul outlets will serve as models for the brand’s plans to develop and remodel immersive restaurants in other markets.
