KFC Tests Breakfast and Table Service at New Open House
KFC has opened an experimental 'Open House' restaurant in McKinney, Texas, testing breakfast, table service, and premium drinks as part of its strategy to
KFC is testing breakfast and table service at its new Open House concept restaurant in McKinney, Texas. The experimental unit opened Saturday in the Dallas suburb, offering a morning menu and seated service to drive sales volume.
The McKinney location will be open daily from 6 a.m. To midnight. KFC will host a grand opening celebration at the store this Sunday from 10 a.m. To 2 p.m. CST. The breakfast lineup includes sandwiches, Original Recipe tenders, hash brown sticks, and mini cronuts. Beverages extend to hot coffee and iced lattes.
Open House will also feature new premium drinks like boba refreshers, Krunch Shakes, and lemonades. The restaurant offers table service, a departure from standard fast-food counter ordering.
How Open House fits KFC’s turnaround plan
This test kitchen is a physical manifestation of KFC’s 'Kentucky Fried Comeback' growth plan launched in July 2025. The strategy has already generated three consecutive quarters of sales growth after seven straight quarters of decline.
Catherine Tan-Gillespie, KFC U.S. President, described the project. “It’s the Kentucky Fried comeback made real in one restaurant. It is a real restaurant built to learn.” The premise is called 'AUV-maxxing,' designed for maximum sales volume rather than operational efficiency.
The unit aims to optimize new channels, dayparts, menu items, and processes for the broader system. KFC wants to drive afternoon sales through items like Go Bucket snacks and premium beverages. It is also placing greater emphasis on sauce, inspired by its Saucy spinoff. Diners can get Original Recipe Fried Chicken, Tenders, Wings, and Fries drizzled in flavors like Jalapeño Ranch, Sweet Heat Ranch, and Garlic Parmesan. Some back-of-house saucing mechanics from Saucy were built into Open House.
KFC will offer at least two breakfast sandwiches. One fits existing breakfast preferences, while the other is a more premium option featuring fried chicken. The goal is to break out of consumer nostalgia and reframe how people interact with the brand.
Industry context: rivals innovate amid value focus
While KFC tests premium experiences, major competitors are pursuing different strategies. McDonald’s recently announced an $8.5 billion restaurant modernization plan, which includes testing hand-breaded chicken nationwide.
McDonald’s has emphasized value, offering a $5 meal deal with a chicken sandwich, french fries, four chicken nuggets, and a small soda. CEO Chris Kempczinski highlighted this focus at an investor meeting. “There's that entry-level value, which is the critically important value that you need with that low-income consumer.” He also stated the company’s base menu pricing is below competitors on beef, chicken, beverages, and breakfast.
Domino’s has also been active, undergoing its first significant rebrand in 13 years at the end of 2025. It launched a new website and app earlier this year and released a new rectangular pizza shape called the 'Domino' in August.
KFC will use insights from the Open House unit to determine which strategies can improve location sales across its broader system.
