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KFC has opened a new restaurant in McKinney, Texas, designed to test how the 75-year-old chain can modernize its dining experience without abandoning its core identity.
President Catherine Tan-Gillespie described the location, dubbed Open House, as the physical realization of the brand's comeback strategy.
The primary challenge facing the company is not a lack of brand recognition, but rather failing to remain relevant in consumers' daily meal decisions.
Tan-Gillespie noted that while there is significant affection for the American icon, the brand often remains in customers' memories rather than being considered during actual eating moments.
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