Apparently, it’s the vibe, not the entrée, that’s the latest trend in fast food. Experts told The Food Institute KFC may have hit on a very effective mixture with its Saucy spinoff, playing into the yearning for customization prized by younger diners.
Though the KFC bucket long has been a meal staple, Saucy has taken chicken a step further: Saucy has taken the beloved chicken tender and paired it with 11 sauces – pick one or pick a flight of four. It also offers chicken sandwiches and a wrap, plus side dishes to round out meals.
“I find it quite creative to focus on the sauce, as this has become a major cornerstone for other brands. However, to invert the consumer flow from food with sauce to sauce with food is a very strategic undertaking,” said Reilly Newman, founder of Motif brands. “It sidesteps the inevitable taste-test battle between chicken offerings while reframing the offering to focus on who has the better sauce.”
Not since McDonald’s began hyping the Big Mac’s special sauce in 1974 has what used to be considered a substitute for ketchup, mustard and mayonnaise commanded such attention.
To differentiate the offerings further from the KFC brand, Saucy goes light on the red and white décor and instead leans into bright pinks. Tech takes center stage when it comes to ordering and the company is hoping the décor invites people to hang out.
“With Saucy, we’ve taken KFC’s famous Original Recipe and amplified it with a brand-new concept that lets consumers play with flavor,” KFC chief new concept officer Christophe Poirier said in a press release. “You can pick a combo, choose a flight of sauces or, my personal favorite, mix sauces and sides to create your perfect meal.
“We’re sauce people, not math people, but we tried to calculate it and there seems to be over 4,000 different ways you could order at Saucy and have a different flavor experience every time.”
Poirier envisions limited-edition sauces, trend-inspired sauces and sauces created in response to changing taste buds.
Georgia O’Brien-Perry of Bulldog Digital Media told FI it’s not just the TikTok generation to which this concept appeals.
“While younger consumers are naturally drawn to novelty and customization, older audiences are showing more curiosity too,” O’Brien-Perry said.
“We’re seeing adults lean into experiences like Taco Bell’s Cantina or McDonald’s CosMc’s, where it’s about more than just the food, it’s about the moment. If Saucy continues to innovate with new menu additions, like their Chick’ito BBQ wrap, or brings in limited-time offers and seasonal items, I can see it resonating across age groups.”
Saucy debuted in Orlando, Florida, Dec. 23 and KFC is making plans to open 20 more locations.
Poirier told QSR magazine the spinoff is going for an attitude that will attract Gen Zers and younger millennials, a group he describes as “culture chasers,” who are looking for brands that reflect their personalities. He said there are enough companies focusing on chicken tenders, so Saucy is turning the concept upside down.
Yum! Brands CEO David Gibbs told QSR Saucy has exceeded expectations in the first quarter with sales more than double KFC’s U.S. system average.
The Food Institute Podcast
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