KFC Launches Open House Prototype to Reclaim US Market

To combat a significant drop in US market share, KFC opened a new test restaurant called Open House in McKinney, Texas, on September 24, 2026. The company's US chicken-chain sales share fell from 20% in 2015 to 8% by 2025, trailing competitors such as Chick-fil-A, Popeyes, and Raising Cane's. This prototype serves as a learning lab to test strategies for increasing average unit volume and attracting younger diners.

The 3,400-square-foot location introduces the brand's first-ever US breakfast menu, late-night hours, and expanded beverage options including boba-filled refreshers and crunchy-topped milkshakes. The design shifts toward a mid-century modern, fast-casual experience featuring a lobby host, table service, and a celebration booth with immersive digital screens. Operationally, the site tests self-order kiosks and dual drive-thru lanes, with one lane dedicated specifically to mobile orders.

While the McKinney site is corporate-funded, Stewart Restaurant Group has committed to opening a similar prototype in Minneapolis. KFC executives stated the location is intended to identify successful elements to scale nationwide rather than serving as a rigid blueprint. This initiative follows a broader turnaround strategy that included closing 529 US locations since early 2022, even as the brand continues to thrive in international markets like China.