KFC is launching what it calls its “next chapter” globally, rolling out new menu items, redesigned restaurants and refreshed branding as the fast-food giant looks to strengthen its position in the increasingly competitive chicken market.

The Yum Brands-owned chain said Monday that the initiative will eventually touch its more than 34,000 restaurants across over 150 countries. KFC noted that a new restaurant opens somewhere in the world roughly every 3.5 hours.

“As the global appetite for chicken grows, KFC is answering the call,” KFC Global CEO Scott Mezvinsky said in a statement. He added that the company sees an opportunity to “set the standard for modern chicken” in the quick-service restaurant industry.

A key component of the strategy centers on menu innovation.

KFC plans to expand its lineup of boneless chicken offerings, including tenders designed for dipping and snacking, while introducing more than 20 new sauces tailored to local tastes. Examples include Chimichurri Ranch and Hot Honey Habanero.

The company is also betting on growing consumer demand for customizable, sauce-focused meals, with new menu items featuring chicken tenders, wings and sandwiches coated in bold flavors.

Beyond food, KFC is expanding its beverage platform, known as “KWENCH by KFC,” which includes boba refreshers, milkshakes, sparkling lemonades and iced coffees. The beverage lineup is moving from a pilot program to permanent menus in Australia and Canada this year.

KFC said the changes are intended to give customers more reasons to visit throughout the day, whether for snacks, drinks or full meals.

The company is also introducing a new generation of restaurant designs aimed at creating more modern dining experiences.

The first US example is expected to open in McKinney, Texas, later this summer and will feature an open-concept layout. A larger two-story flagship location is scheduled to debut in Dubai this fall.

The brand refresh extends beyond menus and restaurants. KFC said it is updating its visual identity across packaging, advertising and digital platforms while retaining its signature bucket and Colonel Sanders branding.

The rollout begins in the United Kingdom and Ireland, with expansion to the United States and Australia expected in the coming weeks. Additional markets will follow through 2026.

Yum Brands shares are fractionally higher in afternoon trading and are up more than 2.5 percent year-to-date.