by Nathan Morse
KFC’s new spin-off restaurant Saucy (stylized as SAUCY!) is the brand’s latest experiment and an attempt to capture the attention of Gen-Z consumers. The first store opened in December in Orlando, FL with a design that incorporates bold, bright colors and blends contemporary materials with nostalgic elements to attract young customers.
The new store design makes a clear attempt to differentiate itself from the aesthetic language of its parent, most notably by exchanging KFC’s familiar red with an intense magenta tone on the façade and signage. The interior color palette does not stray very far with its similarly saturated reds and oranges, as well as the occasional inclusion of an eggplant purple. The warmth and intensity of these colors, especially without any complementary tones in the mix, might be a suggestion of bold, savory flavors found in the store’s eleven sauces.
Other aesthetic touches seem to play off the sauce concept as well, such as the chrome decoration in the center of the dining area that appears to drip from the ceiling, the globular pendant lights, or the wavy shapes of the logo, all of which express a sense of fluidity. These elements fit in well with the use of wood, white tile, and a curtain wall façade, all contemporary details, but they also seem to play off mid-century modern aesthetics: the use of chrome is emulative of a space-age sensibility, and the inclusion of expressive signage is a hallmark of Googie architecture.
More specifically, this prototype could be defined as a contemporized version of the Diner Kitsch aesthetic that began in the ‘70s, which was itself a nostalgic revival of the old-fashioned mid-century diner. This is most clearly seen in the use of neon strip lights, which have replaced the traditional red stripes of the KFC logo. The building’s design is based on layers of reinterpretations of classic American dining, which KFC itself had a hand in creating. The intended effect is likely for young people to subconsciously recognize these nostalgic aspects amongst the more familiar, contemporary elements and feel like they are fulfilling a long-appreciated vision.
Hopefully, we can anticipate the expansion of this spin-off concept to bring the new design to more parts of the country.
