1st submission

1、NEW GENEratioN storE dEsiGNYour briEf What WE fouNdour WaY forWardstorE coNcEptsNEW GENEratioN storE dEsiGNYour briEfNEW GENEratioN storE dEsiGNYour briEfNEW GENEratioN storE dEsiGNdo You Eat at kfc?yesno60%40%WE WaNtEd to fiNd out oursElvEs.135 pEoplE rEpliEd our survEY. thE quEstioNs WErE simplE:W

2、hat WE fouNd_asia markEt survEY bY GENslErNEW GENEratioN storE dEsiGNWhY do You Eat at kfc?WhY doNt You Eat at kfc?What WE fouNd_asia markEt survEY bY GENslErNEW GENEratioN storE dEsiGNWhat Would makE You rEturN to kfc?What WE fouNd_asia markEt survEY bY GENslErthE braNd sEEms to lack coNfidENcE aNd

3、 is trYiNG to tEst usiNG coNsumErsMenu is too diversified - hard to find just delicious chicken or burgers.Drink selection is too sugary.The entire menu focus on indulgence rather than healthy.The brand image is confused.Need to truly immerse the brand in local circumstances by understanding flavour

4、s, drinks, culture and Chinese chicken cuisine.What WE fouNd_braNd aNalYsisWhat WE fouNdNEW GENEratioN storE dEsiGNfast foodlifestyleour WaY forWardNEW GENEratioN storE dEsiGNthE oriGiNal rEcipEBack to basics, not just food but valuesWE arE iN chickENroots iN kENtuckYour WaY forWardthE oriGiNal rEci

5、pEWE arE iN chickENCelebrate the food, its what made us famous!roots in kentuckyour WaY forWardthE oriGiNal rEcipEWE arE iN chickENroots iN kENtuckYLets be proud of our Heritageour WaY forWardour WaY forWardthE oriGiNal rEcipEWE arE iN chickENroots iN kENtuckYsErvicE pErsoNalitYMaking it personal bu

6、ilds brand loyalty.home style cookingour WaY forWardthE oriGiNal rEcipEWE arE iN chickENroots iN kENtuckYsErvicE pErsoNalitYhomE stYlE cookiNGThe emotional connection.our WaY forWardWE havE to GEt closE to our customEr aNd makE our offEriNGrElEvaNtaGaiN.to do that WE must coNstaNtlY adapt aNd bEcomE

7、 adYNamicbraNd that staYsrEalaNd dElivErs oN our oriGiNal promisE WhEN thE compaNY Was fouNdEd.lEts makE kfcEXcitiNGfor YouNG aNd old, a rEfrEshiNG surprisE,Not forGEttiNG to bEsiNcErEiN all our actioNs.our WaY forWardimaGiNE aN EvaNGElist kfc folloWiNGour WaY forWardNEW GENEratioN storE dEsiGNour W

8、aY forWard _thE EssENcE of our soulputtiNG thE juicE back iNto chickENour WaY forWard _coNcEptour WaY forWard _coNcEptWhats cookiN?HOW DO WE CREATE THE KFC EXPERIENCE.ALL THE RIGHT INGREDIENTSPATH TO PURCHASE FRESHNESS BARELEVATED FOOD OFFERINGS GRAB & GOENHANCED DIGITAL KIOSK ART PROGRAM & BRANDING

9、 K-KAFEsouthN comfortfiNGEr lickN fuNhot N frEshWhats cookiN?STORE TYPE A (REGULAR) PATH TO PURCHASE FRESHNESS BARK-KAFE GRAB & GODIGITAL KIOSKSTORE TYPE B (PREMIUM) PATH TO PURCHASE ELEVATED FOOD OFFERING FRESHNESS BARK-KAFEGRAB & GO + MERCHANDISINGSTORE TYPE C (Busy)PATH TO PURCHASE K-KAFEGRAB & G

10、OSTORE TYPE D (Quiet) PATH TO PURCHASE FRESHNESS BARGRAB & GO KFC KIDS ZONESTORE TYPE E (EXPRESS) PATH TO PURCHASEGRAB & GO DIGITAL KIOSKSsouthN comfortfiNGEr lickN fuNhot N frEshstorE tYpEcstorE tYpEastorE tYpEbstorE tYpEdstorE tYpEEWhats cookN?storE dEsiGNNEW GENEratioN storE dEsiGNstorE tYpE a/bs

11、outhErN vibE With a modErN tWistNEW GENEratioN storE dEsiGNsouthErN comfort_rEcipEA southern vibewith a modern twist.NEW GENEratioN storE dEsiGNTile | FloorTile | WallWall PanelWhite BrickRed | DetailsFabric | CushionCeiling PanelTile | WallsouthErN comfort_iNGrEdiENtsMaterialsNEW GENEratioN storE d

12、EsiGNsouthErN comfort_iNGrEdiENtsFurniture & LightingNEW GENEratioN storE dEsiGNsouthErN comfort_iNGrEdiENtsFacadeNEW GENEratioN storE dEsiGNEXtErior sEatiNG_coNcEptSouthern living.creating a connection between inside and outside.dining and enjoying life.SOUTHERN STYLE - INSIDE & OUTSIDECOMFORTABLE

13、SEATINGFLEXIBILITYNATURAL ELEMENTSBAR SEATINGEXtErior sEatiNG_coNcEptFor all store types the new KFC exterior seating concept will incorporate green elements with branded partitions. All seatingareas will maintain an intimate connection between inside and outside. Pending site conditions sofa or sta

14、ndard seat and tables will be considered.OUTSIDE TABLE SEATING + CONNECTION TO INTERIOR BARTYPICAL EXTERIOR SEATING | STRATEGYTile | FloorMirror Wall | Wall TileWall Panelingbathroom_coNcEptFor all KFC bathrooms a Classic Southern style with a modern twist.RESTROOM CONCEPT - TYPICAL DESIGNUPRGRADE A

15、LL RESTROOMS TO TOILETS STORE TYPE -C EXAMPLECOUNTER | WASH BASINNEW GENEratioN storE dEsiGNstorE tYpE astorE tYpE a - GrouNd floorPLANfriEd chickEN hEatErchickEN prEparatioN & cuttiNGrotissEriE arEaGrab & Go statioNmErchaNdisiNGpos statioNfrEshNEss barpickupcommuNitY tablEpastrY casEtEa statioNlEmo

16、NadE dispENsEricE crEam statioNk cafEdiGital ordErENtraNcEoutdoor sEatiNGfood prEpsaucE statioNNEW GENEratioN storE dEsiGNstorE tYpE a - basEmENt floorfriEd chickEN hEatErrotissEriE arEachickEN prEparatioN & cuttiNGGrab & Go statioN mErchaNdisiNGpos statioNfood prEppick up arEacoffEEstatioNoutdoor s

17、EatiNGENtraNcEENtraNcEdiGital ordErfrEshNEss barpartY zoNEmENWomENWatErsiNkNEW GENEratioN storE dEsiGNstorE tYpE a_thE bar EXpEriENcENEW GENEratioN storE dEsiGNstorE tYpE a_arrivalstorE tYpE a - outdoor sEatiNG arEastorE tYpE a - diNiNG spacE ENtraNcEstorE tYpE a_pick-up arEastorE tYpE a - partY zoN

18、EstorE tYpE a - iNstorE mall ENtraNcENEW GENEratioN storE dEsiGNstorE tYpE bstorE tYpE b - plaNfriEd chickEN hEatErrotissEriE arEachickEN prEparatioN & cuttiNGGrab & Go statioNmErchaNdisiNGpos statioNfrEshNEss barpackaGiNGcoffEE statioNcommuNitY tablEpick up arEapastrY casEfruit baskEtcoffEE stastio

19、NtEa statioNlEmoNadE dispENsEricE crEam statioNbaNquEt sEatiNGk cafEENtraNcEENtraNcEsaucE statioNNEW GENEratioN storE dEsiGNstorE tYpE b_thE bar EXpEriENcENEW GENEratioN storE dEsiGNstorE tYpE b - EXtErior | k-kafEstorE tYpE b_arrivalstorE tYpE b - barstorE tYpE b_diNiNG spacEstorE tYpE c/drich aNd

20、briGht, rEflEctiNG thE commuNitY.NEW GENEratioN storE dEsiGNfiNGEr lickN fuN_rEcipERich and bright. Its about family fun and feeling good about yourself. Reflecting the community and also an enviornment that gives back.NEW GENEratioN storE dEsiGNBrick Feature WallCorrugated Metal WallTerrazzo TileWo

21、od Wall PanelCeramic TileCeaser Stone CounterFabric CushionBrick TileConcrete TileRed Brick TileRed MDFfiNGEr lickN fuN_iNGrEdiENtsMaterialsNEW GENEratioN storE dEsiGNfiNGEr lickN fuN_iNGrEdiENtsFurniture & LightingNEW GENEratioN storE dEsiGNfiNGEr lickN fuN_iNGrEdiENtsFacadeNEW GENEratioN storE dEs

22、iGNNEW GENEratioN storE dEsiGNstorE tYpE cstorE tYpE c - plaNfriEd chickEN hEatErrotissEriE arEachickEN prEparatioN & cuttiNGGrab & Go statioNmErchaNdisiNGENtraNcEENtraNcEsaucEstatioNpickuppos statioNpastrY casEcoffEE stastioNlEmoNadE dispENsErtEa statioNicE crEam statioNk cafENEW GENEratioN storE d

23、EsiGNstorE tYpE c - plaNmENWomENhaNdWashiNG siNkNEW GENEratioN storE dEsiGNstorE tYpE c_thE bar EXpEriENcENEW GENEratioN storE dEsiGNstorE tYpE c_arrivalstorE tYpE c - ENtraNcE | k-kafEstorE tYpE c_barstorE tYpE c - iNtErior | EXtErior sEatiNG arEastorE tYpE c - sEcoNd floor from stairstorE tYpE c_s

24、EcoNd floor maiN diNiNG spacETile | FloorCounterMirror Wall | Wall TileWall Panelingbathroom_coNcEptClassic Southern style with a modern twist.NEW GENEratioN storE dEsiGNstorE tYpE dstorE tYpE d_plaNfriEd chickEN hEatErrotissEriE arEachickEN prEparatioN & cuttiNGGrab & Go statioNmErchaNdisiNGpos sta

25、tioNfrEshNEss barfood prEpENtraNcEcommuNitY tablEpickup arEaNEW GENEratioN storE dEsiGNmENWomENkids arEacommuNitY tablEhaNdWashiNG siNkstorE tYpE d_sEcoNd floor plaNNEW GENEratioN storE dEsiGNstorE tYpE d_thE bar EXpEriENcENEW GENEratioN storE dEsiGNstorE tYpE d_arrivalstorE tYpE d - ENtraNcEstorE t

26、YpE d - iNtErior ENtraNcEstorE tYpE d - barstorE tYpE d_diNiNG spacE sEcoNd floorstorE tYpE d_plaY arEastorE tYpE E classic With aN EdGENEW GENEratioN storE dEsiGNhot N frEsh_rEcipETrue to KFCs heritage.Yet warm and resonating with trends of today with a Pop of art.NEW GENEratioN storE dEsiGNBrick Feature Wall | Warm GreyGrey Wall PanelWhite Wood PanelWood FlooringWhite Ceramic TileRed Wal