KFC has opened the world’s first restaurant featuring its new KFC Muse concept at Jumeirah Beach Residence (JBR) in Dubai. The two-storey restaurant combines modern design, dynamic lighting and new features to offer a different fast-food experience, allowing customers to personalise their fried chicken with sauces and seasonings of their choice.

The branch, which opened on October 31, 2026, to coincide with Halloween, is the first example of KFC’s new generation of restaurants worldwide. KFC also plans to open another location based on the same concept in Seoul, the capital of South Korea, by the end of 2026.

Through the new concept, KFC aims to transform the traditional fast-food dining experience by creating an environment that focuses not only on food, but also on interactive design, technology and customer service quality.

A Distinctive Blend of Light, Sound and Technology

One of the new restaurant’s main features is an installation known as the Kinetic Bucket, inspired by KFC’s iconic fried chicken bucket.

The installation combines visual content, lighting and sound to create a dynamic atmosphere that changes in response to the surroundings and mood of the space.

The design aims to transform the static setting of a conventional restaurant into a vibrant, multisensory environment where customers can enjoy an experience that goes beyond dining.

The branch’s interior design and visual identity also reflect KFC’s new brand direction, combining its familiar characteristics with a modern setting tailored to contemporary customers.

Mohamed Alabbar, chairman of Americana Restaurants, KFC’s business partner in the Middle East, said: “KFC is a globally recognised brand that has won the hearts of millions across generations, with flavours they have embraced. Few brands enjoy this level of popularity. With KFC Muse, we want to carry that appeal into the future.”

Commenting on the choice of Dubai, he added: “What better place than Dubai, a city bold enough to imagine extraordinary ideas? By launching the world’s first KFC Muse, we are bringing to life our vision of restaurants that deliver a high-quality experience through beloved food, immersive design and distinctive hospitality.”

Alabbar said the concept aims to transform KFC’s best-loved qualities into a fresh and distinctive experience for customers worldwide.

Personalised Fried Chicken with a Choice of Sauces and Seasonings

A key feature of the new restaurant is the introduction of KFC MIX’D, which allows customers to create their preferred fried chicken combination according to their tastes.

Customers first choose their chicken, then add their preferred sauces before selecting a final seasoning and mixing the ingredients to create their own combination.

The service is designed to offer a wider variety of flavours and provide customers with a personalised dining experience.

The restaurant’s menu remains centred on KFC’s signature fried chicken and side dishes, while the new service gives customers the opportunity to explore different flavours by combining their favourite ingredients.

New KFC Drinks Make UAE Debut

KFC Muse is also hosting the UAE debut of the KWENCH by KFC speciality drinks range.

The range is part of KFC’s international beverage brand and includes a selection of speciality drinks prepared to order.

The selection includes boba coolers, Crunch shakes, sparkling lemonades and a variety of iced coffees.

By introducing the drinks, KFC aims to offer customers more choice and encourage visits outside traditional mealtimes.

Dubai Marks the Start of KFC’s Global Restaurant Transformation

Scott Mezvinsky, global chief executive of KFC, said Dubai was selected for the launch of the first KFC Muse because “the city reflects our ambition to modernise the brand across the Middle East and North Africa and beyond”.

He added: “We are excited to expand KFC Muse in the near future to other cities with vibrant cultures that influence emerging trends, such as Seoul.”

According to Mezvinsky, KFC is moving beyond the traditional quick-service restaurant model, or QSR, towards a new “quality experience restaurant” concept, known as QXR.

Under the model, customer experience, interior design, technology and hospitality are given particular importance alongside speed and convenience of service.

The shift aims to create dynamic and engaging spaces where customers want to spend more time.

KFC said its Dubai and Seoul branches will serve as models for the design, development and refurbishment of the brand’s next generation of restaurants worldwide.

With the opening of KFC Muse in Dubai, the brand has taken a new step towards transforming the traditional fast-food restaurant experience by bringing together food, design, technology and customer service.