KFC Tries To Change Its Greasy Image With Test Of New Fast-Casual “KFC 11″ Format

KFC tried to appeal to the EXTREME!!! crowd a few years back with the Double Down, the bacon sandwich with a fried chicken bun, but it didn’t do much to help the fast food chain’s bottom line. So now KFC is considering going slightly more upscale, getting ready to test out a new fast-casual format dubbed “KFC 11.”

QSRweb.com has pulled together various reports on the new eatery, which is set to open this summer in KFC’s hometown of Louisville, KY.

The chain shuttered one of its main Louisville outlets earlier this year with the intention of remodeling into something it then referred to as an “Innovation Restaurant.” Now it appears to be staffing up for something more complex than just another KFC.

The company recently posted a job opening for a manager at a “fast casual test store,” saying “We’re doing things differently and would like candidates with fast casual, full service or fine dining experience.”

It continues:

“We’ve taken the best part of KFC (you guessed it… the chicken…), and crafted it into simple, fresh tastes for today. Flatbreads, sandwiches, salads and rice bowls share the menu with refreshing new drinks and indulgent sweets. And yet with all of this delicious, new food, we haven’t forgotten our roots -you’ll always be able to get the Colonel’s famous Original Recipe Boneless chicken!

“KFC eleven will transform how people think about the brand, and we’re looking to build a spirited crew to bring these fresh and amazing flavors to today’s consumers. Our passion and care, along with our relaxed atmosphere, will keep guests coming back again and again whether for a quick bite or a lingering visit.”

The “11” in KFC 11 (or KFC Eleven; we’ve seen it written both ways) refers to the supposed number of herbs and spices in KFC’s Original Recipe.

It seems like every year we get news of some fast food chain trying to gussy up their appearance, but this looks like an all-out attempt to launch a new chain to compete with the likes of Chipotle. Remains to be seen whether the KFC brand will be a help or hindrance to attracting diners who had previously turned away from the deep-fried offerings of that chain.