KFC Brings Brand Evolution to Life with the World-First Launch of its Immersive Restaurant Concept, KFC Muse, in Dubai
Key Highlights
- ➤KFC Muse opens in Dubai on October 31 as its first global flagship design
- ➤KWENCH specialty beverages make their UAE debut at KFC Muse
- ➤KFC MIX'D launches in UAE with customizable chicken, sauces and toppings
- ➤KFC Muse restaurant planned for Seoul by the end of the year
- ➤KFC operates more than 34,000 restaurants across 150+ countries
Expert Statements
Mohamed Alabbar, Chairman of Americana Restaurants
“KFC is a global icon that has captured hearts and delighted the palates of millions across generations. Few brands command that kind of love and craving. With KFC MUSE, we are taking that magic into the future.”
Mohamed Alabbar, Chairman of Americana Restaurants
“And where better than Dubai, a city that dares to imagine the extraordinary. Together with Americana Restaurants, we are unveiling the world's first KFC MUSE, bringing our QXR vision to life through iconic food, immersive design, and exceptional hospitality. Our ambition is bold yet simple: take everything the world loves about KFC and turn it into an experience the world has never seen before.”
Scott Mezvinsky, Global CEO of KFC
“As we set the standard for the modern chicken QSR, we're disrupting conventions – moving from QSR, quick service restaurant, to QXR: quality experience restaurant. That's why we created KFC Muse, an immersive, kinetic restaurant that delivers the experience modern consumers are craving, while retaining the value and efficiency QSR is known for. We chose Dubai to launch KFC Muse because it reflects the ambition we have to modernize the brand across the MENA region and beyond. And we're excited to bring KFC Muse to other culturally vibrant and trend-setting cities like Seoul in the near future.”
KFC Brings Brand Evolution to Life with the World-First Launch of its Immersive Restaurant Concept, KFC Muse, in Dubai PR Newswire
DUBAI, UAE, Oct. 30, 2026 * With more than 34,000 restaurants across 150+ countries, KFC will debut its new global flagship restaurant design, KFC Muse, in Dubai on October 31 * The KFC Muse will be the first ground-up expression of KFC's evolved brand identity in a single restaurant * KWENCH by KFC, the brand's new specialty beverage line, and KFC MIX'D, mix-your-own chicken experience, will also make its UAE debut DUBAI, UAE, Oct. 30, 2026 /PRNewswire/ -- As appetite for chicken continues to grow across the region, KFC is embarking on what's next with the unveiling of KFC Muse - a fully immersive, two-story restaurant, showcasing one of the boldest expressions of the brand's next-generation restaurant design. Designed to disrupt the quick-service restaurant category, the world's first KFC Muse restaurant will open on Jumeirah Beach Residence (JBR) in Dubai on October 31, pairing the brand's most craveable chicken with a modern and dynamic dining experience designed around how consumers want to eat today.
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