KFC Brings Brand Evolution to Life with the World-First Launch of its Immersive Restaurant Concept, KFC Muse, in Dubai

• With more than 34,000 restaurants across 150+ countries, KFC will debut its new global flagship restaurant design, KFC Muse, in Dubai on October 31
• The KFC Muse will be the first ground-up expression of KFC's evolved brand identity in a single restaurant
• KWENCH by KFC, the brand's new specialty beverage line, and KFC MIX'D, mix-your-own chicken experience, will also make its UAE debut

DUBAI, UAE, Oct. 30, 2026 /PRNewswire/ -- As appetite for chicken continues to grow across the region, KFC is embarking on what's next with the unveiling of KFC Muse - a fully immersive, two-story restaurant, showcasing one of the boldest expressions of the brand's next-generation restaurant design. Designed to disrupt the quick-service restaurant category, the world's first KFC Muse restaurant will open on Jumeirah Beach Residence (JBR) in Dubai on October 31, pairing the brand's most craveable chicken with a modern and dynamic dining experience designed around how consumers want to eat today.

With a focus on the evolved brand experience, KFC Muse features the new visual identity at its heart, set within an innovative space that feels in tune with modern culture while staying true to the brand's legacy. At its center is the Kinetic Bucket, the beating heart of KFC Muse, a live canvas that orchestrates content, light and sound to set the mood and keep the environment feeling alive, responsive and in motion.

As KFC continues to bet big on beverages, KWENCH by KFC, the brand's international beverage platform and sub-brand with make its UAE debut in KFC Muse. The highly anticipated, hand-crafted specialty beverage line features Boba Refreshers, Krunch Shakes, Sparkling Lemonades and Iced Coffees, offering KFC fans a treat beyond mealtimes.

At the same time, the brand that made chicken famous is introducing new ways to enjoy it with the launch of KFC MIX'D. Bringing what's next to the chicken category, KFC MIX'D puts fans in control, inviting them to pick their chicken, top it with sauces, add a finishing sprinkle, then mix it all together to unlock even more unlimited customization and flavor discovery.

Mr. Mohamed Alabbar, Chairman of Americana Restaurants, said: "KFC is a global icon that has captured hearts and delighted the palates of millions across generations. Few brands command that kind of love and craving. With KFC MUSE, we are taking that magic into the future.

"And where better than Dubai, a city that dares to imagine the extraordinary. Together with Americana Restaurants, we are unveiling the world's first KFC MUSE, bringing our QXR vision to life through iconic food, immersive design, and exceptional hospitality. Our ambition is bold yet simple: take everything the world loves about KFC and turn it into an experience the world has never seen before."

Scott Mezvinky, Global CEO of KFC said: "As we set the standard for the modern chicken QSR, we're disrupting conventions – moving from QSR, quick service restaurant, to QXR: quality experience restaurant. That's why we created KFC Muse, an immersive, kinetic restaurant that delivers the experience modern consumers are craving, while retaining the value and efficiency QSR is known for. We chose Dubai to launch KFC Muse because it reflects the ambition we have to modernize the brand across the MENA region and beyond. And we're excited to bring KFC Muse to other culturally vibrant and trend-setting cities like Seoul in the near future."

This next chapter of KFC is designed around hospitality, not just efficiency, moving from static spaces to dynamic environments that adapt throughout the day. From KFC's most craveable chicken to a specialty drinks line, people have new reasons to choose KFC in a space designed to make them want to stay longer.

Following the opening in Dubai, a KFC Muse restaurant is planned to open in Seoul by the end of the year. Both restaurants will serve as inspiration for how KFC will build and remodel immersive, kinetic restaurants globally at-scale.

About KFC

KFC is a global chicken restaurant brand with a rich, decades-long history of success and innovation. It all started with one entrepreneurial-minded cook, Colonel Harland Sanders, who created the Original Recipe more than 90 years ago, with a list of 11 secret herbs and spices. Today, KFC honors its legacy and maintains its formula for success, bringing flavor and originality through world-famous fried chicken: in more than 34,000 restaurants in over 150 countries. The KFC of today is shaping the next generation of chicken from signature fried chicken to an expanding lineup of sandwiches, tenders, beverages, served up through modern restaurant experiences. KFC is a subsidiary of Yum! Brands, Inc. (NYSE: YUM).

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KFC Brings Brand Evolution to Life with the World-First Launch of its Immersive Restaurant Concept, KFC Muse, in Dubai

KFC Brings Brand Evolution to Life with the World-First Launch of its Immersive Restaurant Concept, KFC Muse, in Dubai

Egyptian student wins inaugural Open Innovation Challenge with VELORA, a watch concept set for production with a portion of sales proceeds supporting a breast cancer organisation in Egypt

HONG KONG, Oct. 31, 2026 /PRNewswire/ -- Bernhard H. Mayer^®, QNET's Swiss luxury brand for fine jewellery and timepieces, has named Egyptian design student Fatema Tarek El Sayed the winner of its inaugural Bernhard H. Mayer^® Open Innovation Challenge. Her winning concept, VELORA, will be developed into a Bernhard H. Mayer^® timepiece, connecting emerging design talent with Swiss watchmaking expertise and support for women affected by breast cancer.

Fatema, a student at the Faculty of Arts and Design at October University for Modern Sciences and Arts in Egypt will travel to Biel, Switzerland, as part of her prize. She will gain first-hand exposure to Swiss watchmaking and work alongside the brand's experts as her concept is adapted for production. The finished timepiece is set to be unveiled in October 2027, with a portion of sales proceeds supporting a breast cancer organisation in Egypt.

Launched in October 2025 as part of the brand's Pink October breast cancer awareness initiative, the challenge invited young designers across the Middle East and North Africa (MENA) region to create an original watch concept inspired by hope, strength, and compassion for women affected by breast cancer. In collaboration with arts and design institutions across the region, Bernhard H. Mayer^® offered students an opportunity to develop with the potential to become a finished timepiece.

Mattias Mildenborn, Chief Executive Officer of QNET, said, "Fatema's achievement shows the value of connecting emerging talent with industry expertise across borders. Through Bernhard H. Mayer^®, we can give a young designer the opportunity to develop her idea with Swiss watchmaking specialists and see it become a finished timepiece. This challenge reflects our belief that business can create opportunities for people while supporting a meaningful cause."

The initiative reflects Bernhard H. Mayer^®'s commitment to preserving its watchmaking heritage while encouraging a new generation of designers. By bringing students into contact with experienced watchmaking specialists, the challenge connects creative education with practical product development.

VELORA draws its inspiration from the metamorphosis of a moth emerging from its cocoon, a symbol Fatema connected to the experiences of women who have faced breast cancer.

Fatema said: "What I am most proud of is that this project taught me that design can communicate something beyond its appearance; it can carry a message, create an emotional connection, and give meaning to an experience of resilience. Winning this challenge is an incredible honour, and I am excited to see where this idea takes me and to learn from the world of Swiss watchmaking."

Dr. Tarek Saleh, Dean of the Faculty of Arts and Design at October University for Modern Sciences and Arts, said: "We are immensely proud of Fatema. Opportunities like this allow students to move beyond academic projects and experience what it means to develop a design with a real brief, a real audience, and a real purpose. Seeing her concept move towards becoming an actual timepiece is an exceptional experience for both Fatema and our institution.

Fatema's achievement was celebrated at an event in Cairo, Egypt, attended by representatives from Bernhard H. Mayer^®, QNET, academia and the creative community.

The Bernhard Open Innovation Challenge has also received international recognition, winning two Bronze Stevie Awards in the categories of Most Innovative Social Impact and Most Innovative Achievement in Corporate Social Responsibility.

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QNET's Bernhard H. Mayer® Brings Emerging Design Talent Into Swiss Watchmaking