Compare, Contrast, Conclusion

Comparing and Contrasting

A big part of this research project is going back and looking through everything we've seen and observed to test and see the similarities and differences between the two countries and the two fast food restaurant. A lot of our initial thoughts and feelings toward branding of KFC and McDonald's were proven wrong so it is important to go back through and explain the differences.

USA vs China: Consistency

First and foremost, it is most important to note the outcome of the overall consistency of McDonald's and KFC in the US and in China. This was a major contributing factor into why we chose to do this research project.

Over all, we concluded that after looking at the McDonald's and the KFC's in the states, around Saginaw, Michigan specifically, the restaurants, uniforms, and over feel of the restaurant really had no consistency at all. The two McDonald's restaurants only somewhat shared a similarity in the way their exterior looked as well as how their interiors were both modern and updated looking. These two restaurants, however, still did not share much continuity of a consistent color theme or feel to it.

The two KFC's that we looked at really had no consistency what so ever. The food and the packaging were the only things that looked familiar and looked like they belonged to the same brand but the way the buildings looks, inside and out, as well as how the workers we dressed, really had no unity.

As soon as we got to China, all of the consistency issues seemed to disappear. Both KFC and McDonald's were so consistent and looked like they belonged to the same company. These two companies, however, did not look anything like the restaurants in the states but every McDonald's looked like every McDonald's and same went for KFC.

In China, the color schemes used inside all matched, the presented movie or character promotion were all the same across the board and all of the workers, at both locations and all locations, were dressed exactly the same. The way things were packaged, advertised, and sold was consistent and never seemed to change no matter what McDonald's or KFC you went to.

McDonald's workers uniforms at two different locations. Notice that they are completely different aside from the hats.

McDonald's employees in China all wearing the same uniforms although they are from different stores.

USA vs China: Food

Looking at food was probably one of the most interesting parts of this research project. We thought that McDonald's food would be very similar in both the states and in China, which is was, but we were not expecting to see such a difference in the food from KFC in the states and China.

Another huge shock was how much the food from KFC looked like food that you would get at McDonald's. KFC in the states is known for their fried chicken and their mashed potatoes where as in China, mashed potatoes are something to be sampled and the big buckets of fried chicken as not a common item to order. Chicken "burgers" are all the rage and fries with your Kentucky Fried Chicken burger is the way to go.

On left: Combo meal from US On Right: Combo meal from China. Notice the packaging of the burger is different but everything else, besides the drink size being significantly smaller, everything looks the same.

Comparing KFC China to McDonald’s America makes you do a double take. These two platters next to each other look almost identical in appearance minus the logos and the content of the “burgers”. This comparison in itself shows that there is really no consistency from one KFC to the next but does show that there is consistency in how KFC and McDonald’s in China present and offer their food.

Just some of the "odd" items that are sold at McDonald's and KFC in China. These are items we have never seen before and we feel that most other Americans have never seen or heard of either. These types of items seem to be regional items that are sold in China because they consistent with other Chinese cuisine (such as the Taro potato used for many desserts in China)

The size difference from US KFC mashed potatoes and China KFC potatoes is easy to see. In the US mashed potatoes are considered a side dish whereas in China they seem to be more of an afterthought or something you just get to sample. The KFC mashed potatoes in China seem to be more of a topping to be added to another dish rather than be a dish on its own.

Conclusion

This experience has taught us a lot about food, branding, and a different country and culture. Going into this, we thought that finding similarities and seeing that these fast food restaurants are consistent would be easy, we were wrong. We have learned that with a different country and different food interests, the food for the people changes and so does the way in which it is presented to the people. We have gained a lot of knowledge of how design can take all different shapes and variations depending of where you are and who your audience is.

This research project has given us a bit of a global view of what design can do and how branding can branch and change. This helps us, as designers, find that we too will be able to branch and adapt to our surrounding and clientele. We not only researched the consistency of McDonald's and KFC but we also further explored how diverse and vast the job of a designer can be. We could have dove even deeper into this study and gone to different countries which makes for an exciting possibility for further exploration and discovery of graphic design in the real world.

We found that China truly brands themselves much better and more consistently than the states does. There are very few differences from store to store and the overall experience at both McDonald's and KFC seem to be the same no matter where you go and you can expect the same quality and service everywhere you go. This study proved to be much more involved and shocking than previously thought but we are so happy with everything we found out and all that we learned from this experience.

China: McDonald's

McDonald's at a Glance

Contrary to our beliefs and thoughts going to China and seeing McDonald's, we had a more difficult time finding McDonald's restaurants than we thought we would. At first, we thought we would be able to find both KFC and McDonald's on the same street, right in the same area around our campus. It turned out, that most of the McDonald's we found, were located in more populated, popular areas such as the downtown areas and bigger shopping streets.

Once we were in the more heavily populated areas, McDonald's was easier to spot and to see but still nowhere near a frequent as KFC. We were also very surprised to see just how consistent McDonald's in China is and how every restaurant looked like a duplicate of the last McDonald's. China also caters more to advertising kid friendly, and bright colorful ads on the front of their store and inside their store as well. While we were there, Hello Kitty themed items were huge and seemed to be on every store and billboard you saw.

Taking a Closer Look

Because so many of the McDonald's were further away from our school, we chose one that was close to the cities center. We picked this area because there are many people that walk past it and go inside. This McDonald's was in a heavy traffic area so it was a good restaurant to observe what China McDonald's was all about.

McDonald's by City Center: Exterior

The exterior of the McDonald's in downtown Shenyang, China looked very modern and had clean lines on the outside. The exterior really did not show the use of any red and only used the yellow for the use of the arch. The primary colors used were silvers and different variations of black. In addition to the large "M" arch, there was also a lot of bright colors such as pinks, yellows, and greens promoting their Hello Kitty themed products.

It seemed that the inclusion of the Hello Kitty cartoons and bright colors was almost more important than the branding and classic look of McDonald's red and yellow seem unimportant. The scale and size of these themed products was the main focal point of the store and many other McDonald's, if not all that we saw, did the same thing with their exteriors as well.

What was also interesting to see was where the ice cream and desserts were sold. Just like an old-fashion drive through ice cream parlor, all of the McDonald's ice cream locations were located outside of the store in a little walk up window. You could not get ice cream inside at all, only from the outside window.

McDonald's by City Center: Interior

The inside of this McDonald's as well as every other McDonald's we went into was an experience in itself. Every McDonald's we went into had the exact same color scheme and very similar set ups. The downstairs portion of the restaurant was meant for ordering your food, either the typical McDonald's food or at their own little cafe. This was the portion that was very different from US McDonald's; while McDonald's in the US have "McCafe" they do not have a separate cafe section with an espresso machine and pastries but in China every single McDonald's has their own cafe section.

Once you headed to the second level of the restaurant, you had lots of space and places to pick to sit and eat. The walls were decorated with big, bold black lettering or shapes over white while other walls had accents of bright red here and there. While McDonald's in China seem to stick more to the McDonald's color, the approach of decorating the interior is much more bold and in your face.

The feel of the interior feels like an ultra-modern, very contemporary disco or crazy hip studio. This restaurant definitely does not feel like a place where fast food is made but more so like a place where cool, hip people come to hang out. It almost has a nightclub like feel with the crazy wall designs and out-there decorations.

Packaging

We initially thought that we would be able to just order a #1 at the McDonald's in China but we were very shocked when we found there are no numbers when ordering food. So we had a lot of different order different products to see how the consistency was and to see how the food might vary.

The main thing we ordered to do a comparison with was a "big mac", regular fries, and a drink. The meal cost 17.50 Yuan, which equals roughly $2.90 in US money. We did notice that area and where the McDonald's are affects the price. While we were near a subway station and in Beijing (the capital city of China), the prices for the same meal went up to 19 Yuan all the way up to 22 Yuan.

Many of the items that were on the menu were very similar to what is served in the States with a couple of tweaks here and there. For instance, the beef burgers actually have rice in them and their main or best "McFlurry" flavor is matcha green tea. McDonald's in China also have many "specialty" burgers such as a chicken burger with South Korean spice, sandwiches that we do not have.

Notice how the burger is not in a box like they usually are in America. We noticed that only the specialty burgers are placed in recoverable boxes. The size of the fries seemed to be huge for a regular but they were indeed the same size as an American combo. the drink, however, was much smaller than a regular in the states. In the states, the regular cup is a 20 oz cup where here the cup was only 12 oz. The sandwich also seemed to be bigger in a sense. Fluffier bread, fresher taste, and you knew it was somewhat made to order because of how hot it came out.

Here is the use of Taro again as a dessert flavor, something Americans have never heard of or tasted. Pineapple as a pie flavor is another item that is quite different and unusual.

The initial packaging seemed very similar to what you would see in the states and there was really only a few little differences here and there throughout the packaging. The cups and fries containers were pretty exact to what you see in the states. The way the burgers were wrapped or boxed and the way the "McFlurries" are packaged were the only big differences that we saw in the packaging.

Packaging and "cup" the "McFlurry" is put into. This is not a plastic container but rather a cardboard like cup that is brightly colored with non McDonald's colors.

How many of the cups and drinks are packaged in China. Little plastic bags with handles that hold the drinks.

Uniforms

The consistency from store to store in the uniform department was the best we've seen it at any chain restaurant. Every McDonald's we went to, the employees all wore the exact same outfit. They wore red jacket like tops and black hats that resembled beret hats. These uniforms looked very clean and almost European looking. They did not per-say go with the rest of the McDonald's theme but they did make the workers have a sense of unity and consistency making them look professional.

Conclusion

After looking and researching both McDonald's in the US and China, it is quite easy to say that the consistency of McDonald's in China is much greater and more professional and more put together than McDonald's in the states. From the way each restaurant sticks to the same color schemes, uniforms, packaging, and overall experience, China McDonald's delivers the same experience and food every time.

The food might have been a bit different here and there but for the most part, everything you could order in China, you could also order in America. the food also stated the same and with the exception of the cup sizes and fluid once differences, the amount of food you got for a combo meal was the same in both locations. McDonald's in China really impressed us with their consistency and how they present themselves as a company and how they keep their brand consistent from once restaurant in China to the next.

China: KFC

KFC at a Glance

As we were walking around, it was clear to see how much more popular KFC is in China and how much different the items they sell are there. KFC sells mainly “burgers” here which would be equivalent to a chicken sandwich as well as selling rice and fries to go along with the meal. The big thing here too is that KFC sells breakfast at 6 pm. Breakfast foods such as egg sandwiches, coffee, pastries, etc which is super uncommon if even heard of in the US.

From the map and numbers pulled from the Yum! Brands website, we knew that there were roughly 1,000 more KFC restaurants in China than the US, but we didn’t realize the difference 1,000 restaurants could make.Just about everywhere you look in China there is a KFC and if there is not an actual restaurant in sight, there’s a pretty good chance of signage pointing you to one being there.

These are just a few of the KFC restaurants that we came across while roaming the streets of downtown Shenyang, China. Not only can you find them on the streets, but they are also in just about all of the shopping malls that we visited. You can walk for 5 minutes and see at least 5 different KFC's on that walk. They are around every corner and in every unusual place you can think of.

Taking a Closer Look

We chose to local KFC that was near the college campus that we are going to as well as a shopping mall. We wanted a location that many people go and places that are pretty visible from anywhere. These two locations served as a place for us to continue our research ans see how consistency is not only with KFC in the United States but also within China.

KFC by Campus: Exterior

The exterior of the KFC in Shenyang, China is very clean-lined and modern and the branding is consistent with the current branding guidelines. The red used on the exterior looks very similar to updated, more modern KFC's in the States. This KFC uses dark brown as another accent color which give the appearance of the exterior an even further updated and high-end look. The sleekness of the facade is welcoming and very inviting.

The signage used is customized for their local audience and seems to be geared more towards children and the millennial generation. As you can see from the image, Kung Fu Panda is placed everywhere on the outside of KFC as well as on the inside. These cartoon characters are used to advertise the food and sell specific food items on the menu.

KFC by Campus: Interior

Once you enter the KFC, you immediately feel like you have enter a very nice, down to earth restaurant. The feeling inside of the restaurant looks like a super hip, ultra modern cafe. Once you walk past the counter, you do not feel like you are in a fast food restaurant at all.

There is so much seating available throughout the store and there are all types of seats to choose from; sofa like seating, bar stool at a high top table, and classic wood tables and wooden chairs. It is also very interesting to see just how clean and well kept everything is inside the restaurant is compared to how dirty the city is outside of the interior.

This KFC had such a homey and welcoming feel to it that you felt you were in a place you could really stay a while and get very comfortable. Aside from there being a lot of people sitting everywhere, the interior was very spacious and had a rather open floor plan. No red was really used besides on the initial menu. The colors that seemed to be used throughout were more so muted pastel yellows, oranges, and greens. Earth tones were also very commonly used for the chairs, wooden ceiling, and the tile floor.

It was amazing to see the consistency throughout the different KFC's all over Shenyang. You could walk into just about any KFC and feel like you have already been there before. The use of colors, the materials used, and the layout of the restaurant was all so similar. Unlike KFC in American, these restaurants all looked pretty much the same and looked like they all belonged to the same company.

Packaging

In order to keep our research consistent between the US and China, we planned to order a number 6 from each country, but there are no combo numbers in China. So, we ordered a Spicy Chicken Burger meal, which came with a 12oz drink, regular sized fries, and of course, the spicy chicken burger, which is what we call a chicken sandwich in the US.

The meal cost 19 Yuan, which equals roughly $3.25 in US money.

Not many of the items on the KFC China menu were similar to those in the States. You could still order your bucket of chicken and some mashed potatoes but other than that, there were so many differences. Although they did have popcorn chicken, you could also order shrimp and squid versions too.

There were also things like rice, corn salad, only chicken sandwiches and lots of different breakfast items to chose from. KFC China seemed to be a mix of a little bit of KFC and a whole lot of McDonald’s wrapped into one.

In addition to there being no combo meals, there were really no "KFC combo buckets" available like the ones in America. The Food and the menu set up at KFC was very similar to a meal that you would order at McDonald's or Burger King. They offered the smallest, dixie cup sized mashed potatoes, as well as unusual egg pastie dished that seem to sell out faster than they can be made.

KFC in China also serves breakfast much like what you would expect to see McDonald's selling for breakfast-egg/sausage sandwiches, coffee, yogurt-but also selling things that are super unusual for both places such as rice porridge (very common Chinese breakfast food), corn salad, and taro filled pies. Some other unusual items being sold were squid popcorn snacks, rice as a side dish, and many more.

Here are some other items that we got from KFC. The 6 little round pieces are actually sweet egg pastries. One of the Chinese students that took us to go eat, thought that these pastries were an American dessert because everything from KFC must come from America.  The “regular” mashed potatoes were also put into a serving dish the size of a dixie cup. A lot of differences and variations from KFC US to China.

You can also see that the initial packaging looks very retro and old-school compared to how modern and updated their restaurants look. The packaging of the drink and the burger holder look very similar to how the on KFC in Michigan's interior looks. There seems to be a bit of a clash between how the stores look and how the food they serve looks. Even though there are opposing design elements, all of the packaging we saw in the different KFC's we went to were all pretty much the same. Nothing varied too much and the look of the food stayed pretty consistent.

Uniforms

At almost all of the KFC's we went to, the employees were wearing purple uniforms with pink trim. The uniforms also included hats that looks somewhat like old-school flight attendant outfit. These uniforms are not consistent with KFC colors of the reds and blacks but they do have consistency with each other as all of the employees are wearing the same uniforms and hats. These "out-dated" uniforms also seem to go well with the retro feeling that the food packaging has. Although these uniforms do not go with the modern, classy look of the restaurant, they do fit well with the retro look of the food packaging.

The fact that all of these employees were wearing the same uniform made all of the restaurants we went into have a consistent and professional feeling. No one person looked out of place or looked like an eye sore and because eat KFC seemed to have the same uniforms, it was easy to spot who was a worker there and who could help you order food.

Conclusion

After looking and seeing all of the KFC's in China, it is easy to see that there are very obvious differences and few similarities between the two countries. For one, the food served in China is vastly different and the flavors and options are very different than anything that most Americans would even think of trying. Secondly, the way the KFC's in China appear on the interior looks much more updated and clean than many of the KFC's in America.

KFC's in China seem to be much more consistent than any KFC's in America and the branding from one restaurant to the nest seems to stay consistent and similar looking. Based on the photos and information that has been gathered, it is clear to see that KFC has some discrepancies in the branding of their restaurants. KFC China definitely does a better job of branding and keeping true to a set standard of what KFC should look like in China.

USA: KFC

KFC

For our second week of research, we are focusing on KFC, the world's most popular chicken restaurant chain. Part of the reason we chose this particular fast food restaurant was because of what we’ve heard about it in China.

In China, KFC is seen and treated like a high class fast food restaurant. People there believe that this facility is gourmet cooking and it is seen as somewhat of a fast food delicacy.

We chose KFC because we wanted to see what made this restaurant so special in China and to the people and whether or not people in the States feel the same way.

We also want to further research and look into if KFC is branded the same way in the states as it is in China, and if so, why it seems to be so much more popular in China than in the US.

History About KFC

In 1930, Colonel Harland Sanders opened his first restaurant in front of a gas station, and by 1940, he had created the Original Recipe, which included a list of secret herbs and spices. Sanders began franchising his business, and in 1952, the first franchise opened in Salt Lake City, Utah. By 1964, there were more than 600 franchised restaurants operating throughout the United States, Canada, and the first overseas outlet, in England.

By 1971, there were more than 3,500 restaurants were operating around the world, which nearly double to 6,000 by 1979. In 1980, Colonel Sanders passed away, but that did not slow the growth of his company. In 1986, KFC was acquired by PepsiCo, Inc. and today, the company still uses Sanders’ Original Recipe. Since the beginning of KFC, it has expanded to more than 18,000 restaurants in 115 countries and territories around the world.

Number of KFC's In USA vs China

      

The History Behind the Logo

1952-1977: First logo to appear.

1977-1991: The logo was updated for the first time.

1991-1997: The first time the restaurant identified as KFC.

1997-2006: This logo is still used at some locations

2006-present: The wrinkles were removed and the Colonel was given an apron. The logo now has thick bold lines on it which help it stand out more.

Logo and Trademark Standards

From KFC’s International Brand Identity Standards guide, we have pulled pages that show the company's usage guidelines for everything from their uniforms to their signage.

Included  are the official logos for KFC, KFC Delivery, and KFC Express. Also included are the official colors, including Pantone, RAL, and CMYK  that apply to all instances of the logo. It specifies when each logo is to be used, and even the exact angle that the Colonel is to be placed in the logos.

The KFC Classic, Vintage, and Heritage Script fonts, which were created specifically for KFC can also be found within, as well as the standards for which the letters ‘KFC’ are to be used, including solid letters and letters with highlights.

Signage guidelines are also shown, which include every sign type from square, horizontal, bucket, circular.

Advertising

Just like McDonald's, advertising is very important to KFC and how they market and present themselves. Again, we did pretty basic and generic searches for ads, to keep the results honest and raw. KFC's advertising doesn't seem to be as eye catching or something that is memorable like McDonald's advertising. We wanted to search and see why this might be and how it will compare to ads in China.

Unlike McDonald's web search, KFC has very unusual and sporadic looking advertisements. There really seems to be no consistency in color, subject matter, or theme. You also see the presence of new vs old and how different the coronal looks in different add and how he gives each ad a different feel. The older, more "vintage" adds go perfectly with the restaurant that seem to still be stuck in the past with their interior decor. Some of the ads KFC use techniques that look very similar to McDonald's ads with the the use of bright red backgrounds and the advertised food in the center of the ad.

Much like the McDonald's ads, KFC tends to stick to using the red and yellow colors that promote attention, hunger, and overall quickness of the meal. These colors draw guests in and make people feel hungry and want what they are seeing. KFC ads also tend to use a lot more white to promote their food. White typically symbolizes, goodness, perfection, and cleanliness. These are all good things that a company and a chain like KFC wants to promote and send to people telling costumers that this food not only tastes good but it's perfect and just what you need.   

Applying the Advertising

These four advertisements are good examples of how KFC use their chicken and the colonel to promote their brand and business. The combination of the fried chicken with the quirky/funny saying makes for an ad that is simple but read quickly and gets it's point across quickly. Even if you were not able to read what the add said, based simply on the inclusion of the fried chicken piece, you could tell that this ad was for KFC. The logo of the colonel is also included in the lower right hand corner of the ad which still shows where the ad is for but is an after thought as the chicken pieces and funny words speak for themselves.

Taking a Closer Look

Taking a look into the restaurants to compare and contrast the consistency of each KFC will help us continue our research to see how KFC's branding is working. We decided to look at two separate restaurant location to see how these store are consistency wise even if they are only a couple of miles from each other.

KFC on State St: Exterior

When pulling up to KFC on State St, the thing that stands out most is the large KFC logo, which is visible from all sides of the restaurant. The building style seems to be a mix of the older, more traditional buildings and the newer, more modern buildings.

The color of the building is not the traditional red that used to be seen on KFC’s buildings, but instead, is what they call ‘KFC Rich Red,” which is more burgundy in color.

KFC on State St: Interior

Though the exterior of the restaurant is more modern in design, the interior feels more retro than anything.

The dining room is filled with vinyl benches at the lower tables while the high-top tables are equipped with their own vinyl stools. Both are adorned with chrome stripes, and when combined with the artwork on the walls, it definitely gives the interior an old school, diner-like feel. Something interesting to note, is the way that almost every window in the restaurant was nearly covered with advertisements.

KFC on Bay Rd: Exterior

The exterior of the Bay Rd. KFC has a much more traditional feel to it than the State St. building. Here, they are using an older logo and signage that contains the traditional KFC red color, and is also void of black, which also lends to its traditional feel. The building is also made of brick, unlike the stucco exterior of the State St. Building.

Much like the State St. KFC, there are large advertisements in just about every window.

KFC on Bay Rd: Interior

The interior of the Bay Rd. KFC is definitely older than the State St. KFC, and feels quite outdated. The walls are covered in wallpaper and the pictures on the walls are old and faded. But, the pictures on the walls are photos of Saginaw landmarks, making them very location specific, which I have not seen in other KFC locations.

Other than the red on the chair molding, the rest of the interior is fairly bland tans. All of the tables are the same, and are either accompanied by four chairs, or hard-plastic booths.

Packaging

You see the big buckets of chicken and the mashed potatoes packaged a certain way and you automatically know its for KFC. We want to look at how KFC's food is presented and given to costumers that makes it look so authentic and classic KFC. Packaging makes a big difference in the overall success of the branding of the company and KFC is no exception.

This is a number 6 meal in the US. It comes in a box that measures 9 ¼” long x 3” tall x  4 ½ inches wide. The total cost for the meal was $5.30 US, and it included a 16oz drink, 3 6” chicken strips, an 8oz mashed potatoes and gravy, a biscuit, and a chocolate chip cookie.

The packaging is fairly simple in design and only uses three colors -- black, white, and the KFC Rich Red. While the restaurant itself is outdated, at least they are using packaging that follows the company's current branding guidelines.

Compare and Contrast

When comparing both KFC restaurants, there are few similarities. The outside of both locations are quite different, with the first location (State St.) being more modern while using the newer KFC Rich Red on stucco, and the second location (Bay Rd.) using the original KFC Bright Red with traditional brick. Along with that, the first location used very modern, geometric aluminum window awnings, while the second used traditional vinyl awnings with red and white stripes on them.

Looking at the signs on each restaurant is also telling of which is more modern, with the first (State St.) using the the newest of the KFC logos, with KFC Rich Red and black, while the second restaurant (Bay Rd.) uses the original KFC Bright Red and royal blue, which isn’t even in the company's branding guidelines anymore. But, the most noticeable differences are on the interior of the restaurants. The State St. location is a mix of modern and retro, with vinyl benches at the lower tables while the high-top tables are equipped with their own vinyl stools. Both are adorned with chrome stripes, and when combined with the bright, almost pop art on the walls, it definitely gives the interior an old school, diner-like feel. The Bay Rd. location is definitely older than the State St. KFC, and feels quite outdated. The walls are covered in drab wallpaper and the pictures on the walls are old and faded, and other than the red below the chair railings, the rest of the interior is fairly bland tans, and instead of the plush vinyl benches and stools that the first location has, this one has hard, molded plastic benches.

The only thing that was exactly the same in both restaurants was the menu setup and the uniforms that the employees wore.

Then vs Now

KFC has come a long way from their first restaurant, which was in a small room in the front of a gas station, when they used to cater to the traditional family, and branded themselves as such. In recent years, they have found a new target audience; millennials, and they have changed the way they brand themselves accordingly.

Instead of the brightly colored logo and chicken bucket sign, they have opted for more modern designs with darker, more subdued colors and more streamlined facades on their buildings. KFC has done a complete rebranding of their company in the process of trying to simplify the feel of their restaurants in hopes of attracting new customers, and to help them compete with newer restaurants, such as Qdoba, Chipotle, and Panera Bread.

Conclusion

Based on the photos and information that has been gathered, it is clear to see that KFC has some discrepancies in the branding of their restaurants. While some are updated, modern and clean, there are others that are still sporting their old branding package with dingier, outdated interiors.

With that said, the direction that the KFC branding is heading in is definitely more modern than what they’ve used before, which can be attributed to the updated colors, clean lines, and industrial materials being used on both the exterior, and interior of their restaurants.